Marugame Seimen Launches Summer 2026 'Oni Oroshi' Campaign Featuring Actress Aya Ueto

Marugame Seimen (Headquarters: Shibuya, Tokyo; President: Hiroshi Yamaguchi) has announced the launch of its annual summer 'Oni Oroshi' series, featuring actress Aya Ueto. The campaign will debut nationwide on May 31, 2026, with a series of TV commercials titled 'Oni Oroshi Festival,' highlighting the refreshing and substantial nature of the seasonal menu.

The 2026 lineup includes three variations: 'Oni Oroshi Beef Bukkake,' featuring sweet and savory grilled beef; 'Oni Oroshi Pork Shabu Bukkake,' utilizing chilled pork slices soaked in special dashi; and 'Oni Oroshi Chicken Karaage Bukkake,' topped with garlic-soy seasoned fried chicken. All dishes feature the brand’s signature udon made from 100% Hokkaido wheat, crafted in-store daily, and topped with 'Oni Oroshi'—coarsely grated radish that provides a distinctively crunchy texture—paired with a citrus-infused ponzu sauce.

In addition to product promotion, the campaign emphasizes Marugame Seimen’s customization options, allowing customers to choose from eight varieties of free toppings, such as green onions and tempura flakes, creating over 250 possible flavor combinations. The advertising creative utilizes a summer festival theme to convey energy and relief from the intense heat expected in the 2026 season.

Parent company Toridoll Holdings also highlighted its commitment to sustainability within this release. Key initiatives include the 'Marugame Seimen Oke Kobo' workshop, which repairs and reuses traditional wooden udon tubs to reduce wood waste by an estimated 1.5 tons annually. The company also continues to implement plastic reduction strategies and community-focused food education programs. With over 800 locations in Japan and a growing global presence under the 'Marugame Udon' name, the brand continues to focus on its core value of 'made-to-order' fresh dining experiences.