Marugame Udon Marugame Udon Meshi

In today’s world, optimization driven by AI and overload of information are constantly forcing us to choose the “right” answer. While awareness for “mental performance (menpa) which emphasizes efficiency and rationality is rising, people are struggling with mental fatigue and are gradually losing their impulsive urge of “eating!” which normally comes from our instincts. With such social background in mind, in an effort to restore the joy that food should bring without any reason, we developed a PR plan for the launch of MARUGAME UDON’s new category, “Marugame Udon Meshi,” and also planned, produced and conducted social media measures for a pop-up store, “Marugame Udon Meshi Honno Kaihou Shokudou” as an activation campaign. *Marugame Udon Meshi is on sale until beginning of June, 2026.

Marugame Udon Meshi Honno Kaihou Shokudou

The concept of this dining place is, “a dining experience that turns on your instincts.” By setting up an environment to captivate people through “excitement” and “sizzle” like that of a food stall at a festival set up with carefully crafted sounds and spacial design, we created an experience that allows people to release their instincts and devour Udon Meshi.