What this is
Sumikko Gurashi — the beloved San-X franchise built around shy, corner-loving characters — is taking over Marugame Seimen udon restaurants nationwide for a summer collaboration campaign running July 14 to August 31, 2026. The centrepiece is the 'Marutto Wakuwaku Udon BOX,' a picnic-style meal set featuring Sumikko character theming. Buying the box or ordering udon with Marugame Udonuts earns you a random original collectible item, with two series of limited-edition 'Udon Fuda' coupon designs distributed across the campaign period. Collectibles include 3D placemats, food picks, displayable coasters, and bag-sealing clips — all in limited quantities.
Who should go
Sumikko Gurashi fans, especially those who collect San-X merchandise, will get the most out of this. Families with young children will enjoy the character-themed meal experience, and it's a low-barrier activity since you're simply visiting a chain restaurant you might already eat at.
Good to know
No tickets or reservations are needed — this is a walk-in campaign at any participating Marugame Seimen branch. Simply order the collaboration box or an udon dish with Udonuts to receive your random collectible. Marugame Seimen is a self-service chain, so you order and pay at the counter; most locations accept IC cards and major credit cards, though cash is always accepted. Bonus items are limited in quantity and distributed on a first-come, first-served basis, so popular locations near shopping centres may run out faster. Check the official campaign page for the full list of participating locations and any updates on item availability.
This event was sourced and translated from Japanese by What's On Japan. Details may change — verify with the official source before attending.