# Marugame Seimen market competition and strategy

> Live situation record from CLSTR: https://clstr.news/situations/marugame-seimen-market-competition-and-strategy
> Updated: 2026-09-08T03:00:18.000Z. Sources: 16. Developments: 4.

Marugame Seimen, operated by Toridoll Holdings, has faced significant financial challenges due to rising labor and operational costs and intensifying competition in the Japanese udon market. The company reported a 16.0% decrease in operating profit for the period of April to June 2026, noting a decline in customer numbers despite previous price increases. Competitors such as Sukisan Udon and Monogatari Corporation are expanding their presence in the sector.

In response to market dynamics, Marugame Seimen has introduced new menu items to attract customers through high-volume pricing models. The ‘Umakara Pork Tsukejiru Udon’—featuring cold noodles, pork shabu-shabu, komatsuna namul, and shredded seaweed in a sweet and spicy chili oil sauce—has gained significant social media attention. This dish went viral because customers can select between 1, 1.5, 2, 2.5, or 3 servings of noodles for a fixed price of 990 yen.

Further expanding its seasonal and high-volume offerings, the company released two new dipping udon varieties: ‘Rich Seafood Pork Tsukedon Udon’ and a spicy version. These new items allow customers to select between 1 and 3 servings of noodles for a fixed price of 1,090 yen. The seafood version includes pork shabu-shabu, komatsuna namul, and seaweed, while the spicy version utilizes a sweet broth enhanced with chili oil.

## Timeline

### 2026-09-08: Nakau and Marugame Seimen launch new seasonal and high-volume udon menus

Japanese restaurant chains Nakau and Marugame Seimen are launching new menu items, including seasonal beef udon and high-volume seafood dipping udon options.

8 sources. https://clstr.news/cluster/nakau-and-marugame-seimen-launch-new-seasonal-and-high-volume-udon-menus

### 2026-09-04: Marugame Seimen launches new udon with high-volume pricing

Marugame Seimen's new ‘Umakara Pork Tsukejiru Udon’ is trending on social media because customers can order up to three servings for a flat price of 990 yen.

3 sources. https://clstr.news/cluster/marugame-seimen-launches-new-udon-with-high-volume-pricing

### 2026-08-31: Marugame Seimen launches new udon menu with tiered serving options

Marugame Seimen is offering a new limited-time udon menu in Japan where customers can order up to three servings for the same price as one serving.

4 sources. https://clstr.news/cluster/marugame-seimen-launches-new-udon-menu-with-tiered-serving-options

### 2026-08-19: Marugame Seimen profits fall amid rising competition in Japan

Marugame Seimen faces declining profits due to rising costs and intense competition from expanding chains like Sukisan Udon in Japan's tightening udon market.

5 sources. https://clstr.news/cluster/marugame-seimen-profits-fall-amid-rising-competition-in-japan

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Cite as: Marugame Seimen market competition and strategy. CLSTR, https://clstr.news/situations/marugame-seimen-market-competition-and-strategy