Setagaya opens new oil udon specialty shop in Asagaya

Setagaya Co., Ltd., the operator of the ramen brand Setagaya, has opened a new specialty shop called ‘Ganso Abura Udon Konya’ in Asagaya, Tokyo, on August 20. The shop introduces ‘oil udon,’ a new dining concept that applies ramen-style techniques and flavors to udon.

The concept is a collaboration between Tsukasa Maejima, known for his innovative food business models, and Kon Inoue, an expert in domestic wheat and owner of ‘Udon Snack Matsumugi.’ They have developed a thick, chewy homemade noodle using a blend of domestic wheats, such as Kitahonami from Hokkaido and Chikugoizumi from Kyushu, specifically designed to pair with oils.

Customers mix the noodles with various toppings themselves to complete the dish. The signature ‘Ganso Abura Udon’ features a heavy amount of back fat (seabura) and ginger. Other menu options include combinations like anchovy seaweed butter, mentaiko seaweed butter, and pork belly ginger. The shop aims to establish oil udon as a new standard in noodle cuisine.