A New Era: Japanese Udon Goes Global
For Japanese people, udon is a familiar everyday dish. But today, this humble wheat noodle has evolved into a cuisine that captivates people worldwide. At Narita Airport's food courts, lines of international tourists form from early morning, choosing udon as their final Japanese meal before departure or their first upon arrival.
Remarkably, there are devoted fans who visit udon shops daily even in countries where a single bowl costs $26 (about 4,000 yen). Following the sushi and ramen waves, udon is emerging as Japan's "third noodle boom," steadily permeating global food culture.
Foreign Udon Fans at Narita Airport
Kinreya Mugimaru, an udon chain originating from Osaka, operates in the food court of Narita Airport's Terminal 1, serving customers from early morning. According to the store manager, approximately half of their customers are foreigners, sometimes reaching 60-70% on certain days.
The shop's appeal lies in its freshly made noodles prepared on-site, crispy tempura made to order, and 15 different menu options. Curry udon is particularly popular as a way to experience Japan's unique curry culture.
An interesting phenomenon is the notable preference for udon among tourists from Brunei, a small Southeast Asian nation. This connection traces back to "Soto," Brunei's national noodle dish featuring beef bone broth seasoned with spices and herbs—sharing similarities with udon's dashi culture. The Wagyu beef udon is especially favored by Bruneian visitors because, like Soto, it features beef.
Marugame Udon's Global Expansion — 307 Stores Worldwide
Toridoll Holdings, operator of Japan's udon chain Marugame Seimen, announced that their overseas brand "MARUGAME UDON" surpassed 307 stores as of March 2025. Combined with 861 domestic locations, this creates a network of 1,168 stores worldwide.
Since opening their first overseas store in Waikiki, Hawaii in 2011, Marugame has steadily expanded globally. Notably, the Waikiki store has maintained the highest sales among all locations worldwide. In August 2023, it generated approximately 130 million yen (about $870,000) in a single month.
In Indonesia, partnership with local company Sriboga Group has enabled 127 stores. Taiwan, with its cultural affinity for noodle dishes, hosts 62 locations. The company also re-entered the South Korean market in Seoul during 2025.
Why Do Foreigners Fall in Love with Udon? — Five Key Reasons
1. Simple and Healthy Ingredients
Udon is made from just wheat flour, salt, and water. For health-conscious foreigners concerned about additives, this simplicity holds tremendous appeal.
2. Discovering "UMAMI"
Japanese dashi culture is a treasure trove of umami, carefully extracted from dried sardines, kelp, and bonito flakes. Despite its simple appearance, a single sip delivers a profound depth that touches the heart. Experiencing this "fifth taste" provides a fresh surprise for many foreigners.
3. The Joy of Customization
At self-service udon restaurants, customers can choose their noodles and freely combine tempura and toppings. This pleasure of creating "your own bowl" resonates universally.
4. Affordable Satisfaction
Compared to ramen, udon is offered at relatively reasonable prices even overseas. In Thailand, onsen tamago (soft-boiled egg) topped bukkake udon costs around 200 yen ($1.30), while in Hawaii, basic kake udon starts at about 500 yen ($3.30).
5. Deep Cultural Significance
From Kagawa Prefecture's Sanuki udon to Osaka's kitsune udon and Nagoya's miso-stewed udon, each region of Japan boasts its own udon culture. Discovering this diversity serves as a gateway to understanding Japanese culture.
Popular Udon Menus Among Foreigners
Various surveys have revealed which udon dishes are most popular among international visitors:
#1: Curry Udon The combination of thick curry soup with udon noodles represents Japan's unique culinary creativity. The sweet, mild flavor of Japanese curry appeals to international palates.
#2: Kitsune Udon Sweet fried tofu soaked in dashi is a distinctly Japanese flavor. Canadian visitors have noted it reminds them of the "sweet meets salty" combinations using maple.
#3: Niku Udon (Meat Udon) Udon topped with generously sweet-simmered beef or pork is particularly popular in meat-loving cultures.
#4: Tempura Udon The combination of crispy tempura with warm broth offers the quintessential Japanese dining experience in one dish.
However, tsukimi udon (with raw egg) faces resistance due to concerns about consuming raw eggs, and seaweed-based udon can be unfamiliar to those from different food cultures.
The Growing Udon Market — A Global Perspective
The global udon market is expanding rapidly. Market research indicates the worldwide udon market reached approximately $5 billion in 2024, with projected annual growth of 6.5% over the next five years.
This growth is driven by increasing interest in Asian cuisine, rising health consciousness, and admiration for Japanese culture. Analysis suggests that Japanese food scenes depicted in anime and movies are heightening younger generations' interest in udon.
Spreading the "Udon Experience" Worldwide
Toridoll Holdings also conducts "Inbound Udon Classes" for foreign tourists visiting Japan. The experience of kneading dough made from simple ingredients—flour, water, and salt—by stepping on it, stretching it, and cutting it into noodles provides continuous moments of surprise and emotion for participants.
"It's so simple, yet so profound"—these words from a foreign tourist perfectly capture udon's appeal.
The Future of Japanese Udon
With Toridoll Holdings targeting 3,000 overseas stores by March 2028, Japanese udon is poised for further globalization.
Development of new udon varieties accommodating diverse dietary restrictions—vegan, gluten-free, and more—is progressing. Udon's ability to adapt to global food cultures while preserving tradition represents a new model for Japanese cuisine's international expansion.
A Message to Our Readers
In Japan, udon is enjoyed as an everyday meal, with each region having its own unique culture. It's both an affordable comfort food available for a few hundred yen and an art form showcasing craftsmen's skills.
What is udon like in your country?
Have Japanese udon chains expanded to your area? What local adaptations have been made? Or if you haven't tried udon yet, what are your impressions?
We'd love to hear about udon culture in your country and your thoughts on Japanese udon!
References
- https://news.yahoo.co.jp/articles/0839061cbfab5edfbcf0f52b8b7ad6eaf0e4e40c
- https://prtimes.jp/main/html/rd/p/000000218.000028440.html
- https://jp.marugame.com/shop/global_shops/index.html
- https://livejapan.com/ja/in-tokyo/in-pref-tokyo/in-akihabara/article-a0000973/
- https://boueki.standage.co.jp/japanese-udon/
- https://www.kinrei.com/fan/news/column/201909/27110000.php
Reactions in Japan
Great news as someone from Kagawa Prefecture! It's wonderful that people worldwide are discovering how delicious udon is. But I wonder what a $26 udon overseas tastes like... I bet the 300-yen udon in Japan is actually better.
It makes me happy to see foreigners eating udon at Narita Airport. Though it's adorable watching them struggle with slurping the noodles lol
307 overseas stores for Marugame is impressive. It's one of the few success stories of Japanese restaurant chains competing globally. However, balancing this with severe domestic labor shortages is challenging.
So curry udon is popular with foreigners~ Personally, I wish they'd discover the goodness of kama-tama udon. It's simple but has such depth.
Kitsune udon originated in Osaka! I'm glad foreigners are learning about Osaka's udon culture. Udon is definitely better than Tokyo soba, I tell ya.
It's good that udon shops are profiting from inbound tourism, but some local regulars can't get in anymore. I'm feeling the pros and cons of touristification these days.
It's wonderful that udon is going global, but I worry about over-localization losing the authentic taste. I hope it doesn't follow the path of sushi.
Wait, udon costs $26 overseas? You can eat at Marugame in Japan for less than 500 yen... Japan really is the best.
It's great to be recognized worldwide, but preserving authentic Sanuki udon techniques is also important. I hope both chain and independent shops thrive.
Udon is actually low-fat and healthy. It's easier on the stomach than ramen. I want health-conscious people abroad to know this more.
Toridoll's overseas strategy is honestly impressive. Their local partnership model should be a reference for other restaurant companies. Aiming for 3,000 stores by 2028 is ambitious.
I was moved seeing the long line of locals at Marugame in Hawaii! It's a moment when you really feel Japanese food is loved worldwide.
Honestly, can udon adapted for foreigners really be called authentic? Can they appreciate the dashi flavor... Well, I guess it's fine as an entry point.
It's interesting that Bruneian people like udon because it's similar to 'Soto.' Food cultures really are connected.
Chain expansion overseas is great, but I hope foreigners also visit small udon shops in Kagawa. I want them to experience real Sanuki udon.
Apparently many foreigners get interested in udon after watching anime eating scenes. The power of content is amazing. I hope they feature kamaage udon in anime next lol
I was blown away when I first visited Marugame in Hawaii. Such a simple dish with such depth of flavor. Now I go there at least 3 times a week. I definitely want to try authentic udon when I visit Japan!
I'm so happy we have Marugame in Taiwan too. But the udon I had in Japan was chewier and more delicious. The dashi flavor seemed completely different. Nothing beats the original!
Tried udon in London, but honestly the portion was small for the price. The taste was genuinely delicious though. I'd eat it every day if it were more affordable.
As a German, I might actually prefer udon to pasta. Curry udon especially is amazing! Japanese curry has such a gentle flavor that pairs perfectly with noodles. I wish there were more udon shops in Berlin.
My friend from Brunei recommended I try udon. It really is similar to Soto! Beef udon is my favorite. I hope more halal-certified udon restaurants open up.
I'm Canadian and I love kitsune udon! The sweet tofu with soup reminds me of dishes with maple syrup. My Japanese friend laughed when I said that, but it really does!
As an Italian, I'm confident about pasta, but udon has a completely different appeal. The texture of kamaage udon is unique and impossible to replicate with pasta. I'm impressed by Japanese craftsmanship.
Korea has a similar noodle dish called kalguksu, but Japanese udon has completely different dashi. The kelp and bonito flavor is delicate and refined. I'm happy Marugame is back in Seoul.
I'm glad there are more opportunities to eat udon in Singapore. But I'm a bit uncomfortable with tsukimi udon with raw egg... worried about hygiene. Onsen tamago is fine though.
Udon is getting popular in Australia with the Japanese food boom. But it's too expensive! I was surprised to hear you can eat it for 300 yen in Japan. I want to try the real thing someday.
As a French chef, I find udon dashi fascinating. It has a clarity and delicacy different from French fond. I respect the skills of Japanese cooks.
There aren't many Japanese restaurants in Poland, so I rarely get to eat udon. I can't forget the taste of udon I had when traveling to Japan. I wish they'd import frozen udon.
I'm Mexican and I love udon. But I think curry udon would be even better with chili sauce. My Japanese friend says that's 'heresy' but lol
We have Marugame in Russia too, and eating warm udon in winter really warms you up. It's perfect for cold Russian winters. I hope more stores open.
I'm American and at first I thought udon was bland. But after eating it several times, I started to appreciate the depth of dashi. Now I prefer udon over ramen.
I'm a Japanese New Zealander. As a kid, I was embarrassed to show udon to friends, but now Japanese food is so popular I'm proud. I'm happy the world is discovering udon.