From July 14 to August 31, 2026, the udon chain Marugame Seimen (丸亀製麺) is running a collaboration with Sumikkogurashi (すみっコぐらし), the San-x character family. Order a bowl of udon and you get an "udon fuda" (うどん札) — a small card the chain hands out with every bowl anyway. For these seven weeks, the artwork is a Sumikkogurashi original. It costs you nothing extra.
Order a Marugame Udonut (丸亀うどーなつ) alongside your udon and you also get one collaboration item at random: a coaster in phase one, a bag clip in phase two. There's also a limited box meal, the Marutto Wakuwaku Udon Box (まるっとワクワクうどんBOX), for ¥690.
One catch worth knowing before you pick a branch: twelve stores aren't running the campaign at all, including both Haneda Airport locations — so a last bowl of udon before your flight home won't come with a card. The full list is below.
If this is your first time in a Marugame Seimen, how ordering works, what to do at the tempura counter, and how you pay are all covered in Marugame Udon Pudding 2026: Prices, the 4 Flavors, and a Dessert Actually Made from Udon. Read that first and you won't hesitate at the counter.
Dates, prices, and what's actually free
Campaign | Marugame Seimen x Sumikkogurashi |
|---|---|
Dates | July 14 (Tue) – August 31 (Mon), 2026 |
Phase 1 | July 14 (Tue) – August 3 (Mon) |
Phase 2 | August 4 (Tue) – August 31 (Mon) |
Free with udon | Limited-design udon fuda, one card per bowl |
Free with udon + Udonut | One collaboration item, chosen at random |
Limited item | Marutto Wakuwaku Udon Box, ¥690 |
Where | Marugame Seimen nationwide (12 branches excluded) |
Official campaign page (Japanese only): 夏のおもいで、まるっとできたて。この夏は丸亀製麺のうどんを食べてわくわくおいしいおもいでをつくろう♪
丸亀製麺×すみっコぐらし コラボキャンペーン｜ここのうどんは、生きている。丸亀製麺
What an udon fuda actually is
The udon fuda wasn't invented for this campaign. Marugame Seimen already hands one out with every bowl of udon you order — the release calls it the card the chain "normally gives out, one per order of udon." For the run of the campaign, the artwork is swapped for Sumikkogurashi designs.
©San-X
Phase one has five designs plus one secret, so six in total. Phase two brings another five plus a secret, all new artwork, which makes twelve cards across the campaign for anyone trying to collect them.
The condition is spelled out in the release: if you buy only tempura, only a Marugame Udonut, or anything else that isn't udon, you get nothing. A bowl of udon is what triggers it.
So what does a bowl actually cost? Marugame's own price notice (in effect since January 14, 2026) lists kamaage udon — served warm in the water it cooked in, with a dipping sauce on the side — at ¥390, and kake udon, the plain hot-broth version, at ¥440. Both are regular size, tax included. The official store list adds that items, prices and sizes can vary from branch to branch.
One thing the release doesn't explain is whether the cards can be redeemed for anything once you've collected a few. If it matters to you, ask at the counter.
The ¥690 box, and how the goods work
Marutto Wakuwaku Udon Box (¥690, tax included)
©San-X
Cold udon, boxed with shrimp tempura, fried chicken, an octopus-shaped sausage (a Japanese lunchbox staple), shredded carrot salad, a spinach and broccoli purée, and corn potato salad, among other sides. It comes with an original 3D placemat and food picks. You don't get to choose the design.
It's on sale from July 14 through August 31, and it runs while supplies last — when they're gone, they're gone. The release pitches it as something to eat in-store, take on a summer outing, or bring home. If you do take it away, the store list asks you to eat it within about two hours.
Collaboration goods (one bowl of udon + a Marugame Udonut)
©San-X
Order a bowl of udon together with a Marugame Udonut and you get one collaboration item, chosen at random. Phase one has four coaster designs; phase two has four bag-clip designs.
The Udonut is a regular menu item, a doughnut whose dough is made from udon. The official menu lists kinako, kibi-sugar and peach at ¥300, and chocolate at ¥350, tax included. Add a ¥390 kamaage udon and you're at ¥690 — exactly what the Udon Box costs. Same money either way: the box if you want the placemat and the picnic, udon plus a Udonut if you want the goods.
The two freebies work differently, and it's easy to get wrong. The card comes with the udon by itself. The goods only land if you add the Udonut.
The 12 branches sitting this one out (Haneda, Yurakucho, Akihabara…)
The official campaign page names twelve stores that are not running the campaign:
- Marugame Seimen Haneda Airport Terminal 1 (羽田空港第1ターミナル)
- Marugame Seimen Haneda Airport Terminal 2 (羽田空港第2ビル)
- Marugame Seimen JR Yurakucho Station (JR有楽町駅)
- Marugame Seimen Atre Akihabara 1 (アトレ秋葉原1)
- Marugame Seimen Cubic Plaza Shin-Yokohama (キュービックプラザ新横浜)
- Marugame Seimen EQUiA Kita-Senju (EQUiA北千住)
- Marugame Seimen Lusca Odawara (ラスカ小田原)
- Marugame Seimen Kasumigaseki Building (霞が関ビルディング)
- Marugame Seimen Shibaura Seavans (芝浦シーバンス)
- Marugame Seimen Komazawa University (駒澤大学)
- Marugame Seimen Toyo University (東洋大学)
- Marugame Seimen Toyotashi Station (豊田市駅)
The Haneda pair is the one that stings: the airport bowl on your last morning won't come with a card. The release also notes that "some stores do not hand them out," so these twelve aren't necessarily the whole story — a branch that isn't on the list may still not be handing them out.
Before you order: what's confirmed, and what isn't
If you want the limited card, order a regular bowl of udon and eat in. That's the one combination the release covers without any ambiguity: ¥390 for a kamaage, card included.
What the release doesn't say is whether the Marutto Wakuwaku Udon Box counts as "a bowl of udon" for card purposes, or whether a takeaway order qualifies. Neither is stated in any official source. If you're ordering the box, or taking your food away, and you want the card, ask at the register before you pay.
Stock thins out as a phase goes on, so the later you turn up, the worse your odds. The artwork switches over on August 4. If there's a design you want, go early in that phase.
For the Udon Box, Marugame publishes a branch-by-branch list of which stores sell it (as of July 6, 2026). It's the fastest way to check the branch near your hotel, and it also flags that some stores don't do takeaway at all.
Store-by-store availability (official PDF, Japanese): https://jp.marugame.com/synced-assets/wakuwaku/shoplist.pdf
The cooler-bag giveaway on X
During phase one, from July 14 through July 18, Marugame's official X account (@UdonMarugame) is giving away a collaboration cooler bag to 100 people. A second giveaway is planned for phase two, with no date announced.
You need to follow the account, but the release doesn't spell out the rest of the entry method — you'll have to read the campaign post on X itself, which will be in Japanese. What the release does state: private accounts, and accounts that can't receive DMs, are excluded from the draw.
The release says nothing about who's eligible or where prizes get shipped. There's no guarantee they'll ship overseas, so if you're flying home soon, read the terms on X before you enter.
Sumikkogurashi and Marugame, briefly
Sumikkogurashi are San-x characters built on the idea that the corner of a room is the most comfortable spot in it. The cast is shy and short on confidence, and it isn't limited to animals: alongside a cat and a polar bear you get a pork cutlet, the tail-end of a fried shrimp, and a dust bunny. If the designs look oddly melancholy for a summer campaign, that's the point.
Marugame Seimen operates overseas as Marugame Udon, so the name may already be familiar. This campaign, though, runs in Japan only. Twelve cards, seven weeks, ¥390 a bowl — just check the list before you build your last meal in Japan around it.
Read next
Marugame Udon Pudding 2026: Prices, the 4 Flavors, and a Dessert Actually Made from Udon
How to Order at a Japanese Restaurant in 2026: Ticket Machines, Otoshi & the Call Button
This article was translated from the original Japanese with AI assistance and reviewed by our editorial team. The Japanese version is authoritative.
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