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Marugame Seimen Achieves Excellence at Japan Branding Awards 2025

Marugame Seimen, a renowned chain under Toridoll Holdings, has recently clinched the prestigious Gold award at the Japan Branding Awards 2025. This recognition is a testament to the restaurant's unwavering dedication to providing exceptional handmade Sanuki udon and its innovative approach to branding and employee satisfaction.

Understanding Japan Branding Awards

Established in 2018 by Interbrand Japan, the Japan Branding Awards serve to honor organizations that excel in branding within Japan. The awards evaluate various sectors including companies, products, and services, emphasizing the importance of strong brand strategies. Following ongoing discussions around branding in today's volatile environment, the evaluation criteria have been updated to reflect modern challenges and opportunities.

Reasons Behind Marugame Seimen's Selection

Interbrand Japan praised Marugame Seimen for not only articulating its vision but also integrating the abstract concept of 'psychological capital' into its core operational structure. This framework includes designing measurement and feedback processes that directly inform management strategies, leading to tangible business outcomes.

With a workforce of around 30,000 employees, Marugame Seimen keenly monitors employee happiness through a 'happiness score.' This data is correlated with customer experiences, creating a framework where employee experiences (EX) lead to customer experiences (CX), ultimately enhancing profitability. The results include reduced employee turnover, elevated motivations for job applicants, and record sales and profits for two consecutive years. This unique management model effectively amplifies both happiness and revenue, marking a new phase in human capital management.

Comments from the CEO, Hiroshi Yamaguchi

In response to the award, CEO Hiroshi Yamaguchi expressed profound gratitude, recalling the joy shared with employees when the award was revealed. Reflecting on the tumultuous period during the pandemic three years ago, he noted the award has instilled significant confidence among the workforce. Yamaguchi emphasized that the company has transitioned not just to maintain the brand but to spur its growth through various challenges. The focus on 'psychological capital management' places employee happiness and customer delight at the forefront of their corporate philosophy. He reaffirmed the commitment to delivering unforgettable experiences to every customer moving forward.

The Concept of Psychological Capital Management

Psychological capital management is founded on the belief that the happiness of employees and the emotional reactions of customers are both essential forms of capital. By nurturing both aspects continuously, the company aims for sustained business growth. This new management philosophy is expected to enhance employee retention and improve recruitment, educational costs, and ultimately contribute positively to the local community.

As the food service industry faces decreasing labor forces and fierce competition for talent, Toridoll Holdings shifts focus back to the inherent potential of human resources rather than automation. By emphasizing 'people power,' they showcase their commitment to maintaining a human-centric operational strategy.

Implementation of New Initiatives

Marugame Seimen has enacted several innovative initiatives as part of its psychological capital management strategy. Recently, the traditional store manager system was revamped, introducing a new 'Hapikan Officer System.' In November 2025, the first 'Hapikan Captains' will be recognized across the 874 outlets in Japan. Furthermore, in a bid to promote work-life balance, the company declared that on December 24, 2025, their outlets would close for Christmas Eve to allow employees to spend quality time with their loved ones, known as 'Marugame Family Night.'

Additionally, from February 2026 onward, the company will implement a new welfare system called 'Family Dining System,' which will subsidize meals for the children of employees in junior high school or younger. This initiative aims to heighten employee satisfaction and create a cycle of happiness that radiates out to the customers.

The Hapikan Prosperity Cycle in Action

The 'Hapikan Prosperity Cycle' exemplifies how customer emotional experiences can build strong support for the brand, contributing to long-term success. By redistributing successes back to employees, happiness levels rise, leading to enhanced emotional experiences, creating an ongoing cycle of prosperity.

Sustainable Efforts by Marugame Seimen

Marugame Seimen is committed to sustainability through various initiatives, including a major push for diversity and inclusion, which began in August 2023 with the establishment of a factory in Kakogawa for reusing noodle cooking troughs. The company aims to employ individuals with disabilities and has set ambitious targets for waste reduction and community impact.

Through educational outreach programs, such as children's udon workshops, and environmentally-friendly practices, including reducing single-use plastics, Marugame Seimen is making strides in sustainability. This dedication reinforces their mission to foster an enjoyable dining experience while caring for the planet.

About Toridoll Holdings

Under the slogan 'Fill this planet with the joy of food,' Toridoll Holdings operates a variety of dining chains focusing on eliciting emotional responses beyond taste. With a commitment to 'psychological capital management,' the company aims for sustainable growth and to ultimately deliver unparalleled dining experiences across the globe.

For further information, you can visit Toridoll’s sustainable initiatives and learn more about the psychological capital management philosophy.