Marugame Seimen rolls out summer cold udon menu with new TV ad

Japanese udon chain Marugame Seimen launched a summer‑time product line of cold udon on July 21, featuring the original "cold salty udon" (冷たーい旨塩うどん) and two new variants: a sea‑food version with squid and clams (冷たーい山盛り海鮮旨塩うどん) and a neba‑toro version with okra and tororo (冷たーいねばとろ旨塩うどん). Prices range from ¥590 to ¥1080 for regular and large sizes, and the items are sold at all locations for a limited period.

The launch is promoted by a TV commercial starring actress Aya Ueto, who appears in a yukata at a Marugame Seimen shop and praises the refreshing cold broth, saying it "feels like a cool breeze on a hot day". The ad, which began airing on July 21, highlights the three menu items and underscores the chain’s strategy of seasonal, story‑driven products under its parent company Toridoll Holdings.