Udon Boom in Europe? Sanuki Udon and the True Power of “Udon Prefecture”
From London, the Sanuki Udon Wave
If you’re Japanese, the phrase “udon boom in Europe” might raise an eyebrow. Yet right now, in the heart of London, the lunch crowds lining up aren’t for ramen or sushi—they’re for Sanuki udon.
The driving force is the self-service udon chain Marugame Udon. In 2021, the brand made its European debut inside Liverpool Street Station. Customers follow the tray line, receive freshly cooked noodles, pick their own tempura or rice balls, and pour on a clear, savory broth. This routine, so familiar in Japan, has become a “new Asian food experience” for Londoners.
Since then, Marugame has expanded rapidly to over 10 locations in central London, with an ambitious plan to open 150 outlets across the UK and Ireland by 2027.
The Truth Behind Marugame Udon: It’s Sanuki Udon
Marugame proudly serves Sanuki udon, a style born in Kagawa Prefecture, famous for its firm, chewy noodles and clear broth made from dried sardines (iriko).
Japan has many regional udon varieties. The ones most often mentioned include:
- Sanuki udon (Kagawa)
- Inaniwa udon (Akita)
- Goto udon (Nagasaki)
- Mizusawa udon (Gunma)
- Himi udon (Toyama)
- Kishimen (Aichi)
Inaniwa udon
Kishimen
Among them, Sanuki udon dominates in number of shops, production volume, and nationwide recognition. In other words, Marugame is bringing Japan’s most prominent local udon straight to overseas diners.
The Birth of the “Udon Prefecture” Brand
Kagawa is the home of Sanuki udon. In 2011, the prefecture pulled off an unprecedented tourism campaign, boldly declaring: “Kagawa Prefecture—now renamed Udon Prefecture.”
They appointed local-born actor Jun Kaname as “Deputy Governor of Udon Prefecture,” rolled out videos, and pushed the campaign across social media. As a result, the association of “Kagawa = Udon Prefecture” became firmly ingrained across Japan.
Numbers That Prove Kagawa Is the Udon Kingdom
The statistics speak for themselves:
- Number of udon shops
479 (5.08 shops per 10,000 residents) — Japan’s highest - Wheat flour used for udon
59,642.6 tons per year (boiled, raw, and dried combined) — by far the largest in Japan - Household spending (Takamatsu City)
- Fresh udon/soba purchased: ¥7,475/year — Japan’s highest
- Eating udon/soba out: ¥13,055/year — Japan’s highest
With a population of just 940,000, these numbers show that udon isn’t just food here—it’s a way of life.
Timeline of the Sanuki Udon Boom
| Year | Event |
|---|---|
| Around 1970 | First boom: Introduced at Osaka Expo |
| Around 2002 | “Udon pilgrimage” boom peaks and stabilizes |
| 2004 | The New York Times runs a feature on Sanuki udon |
| 2006 | Movie UDON released, sparking a surge in tourism (second boom) |
| 2011 | Kagawa announces “Udon Prefecture” and begins nationwide PR |
Sanuki udon has had two major booms in Japan—and now that wave is reaching overseas.
Fell in Love with Marugame? Time to Visit Udon Prefecture
If you’ve enjoyed Sanuki udon abroad or elsewhere in Japan, the next step is a pilgrimage to Kagawa itself. Here, ordering styles and dining experiences vary depending on the type of shop.
Ordering Styles in Sanuki Udon Shops
- Standard restaurants – Order at the table; food is brought to you.
- Self-service – Declare your portion size at the counter, pick toppings, pour broth, and seat yourself. (Same style as Marugame Udon.)
- Noodle factories – Eat at the source; often small and rustic, with unique ordering rules per shop.
Column: Mixing Hot and Cold
In Kagawa, you can mix and match noodle and broth temperatures:
- Atsu-atsu: hot noodles + hot broth
- Hiya-atsu: cold noodles + hot broth
- Atsu-hiya: hot noodles + cold broth
- Hiya-hiya: cold noodles + cold broth
Locals change combinations with the seasons—why not experiment for yourself?
A model plan for enjoying udon in Kagawa
If you want to enjoy udon in the center of Takamatsu City, which is packed with famous udon restaurants, and want to visit several of them in one day, we recommend renting a bicycle.
☛Cycle to various udon shops（Japanese）
There are many popular Sanuki udon restaurants concentrated around Zentsuji IC. No matter where you start, you’re sure to be satisfied.
☛Four shops in the Zentsuji IC area（Japanese）
If you’ve seen the movie “UDON,” which features many real-life udon restaurants, enjoy a pilgrimage to the locations.
☛Tour filming locations from the movie UDON（Japanese）
☛Kagawa Official Tourism Website（English）
Factory Tours and Noodle-Making Experiences
In Kagawa, you can watch Sanuki udon being made right before your eyes, or even try making it yourself. The scent of wheat flour, the steam rising from giant pots, the feel of freshly kneaded dough—these experiences reveal depths of udon you can’t get from just eating a bowl.
[Sanuki Udon Factory Tour]
◇Ishimaru Noodles
◇Sanuki Udon Yugen Noodle Factory
[Sanuki udon noodle making experience]
◇Sanuki Noodle Industry
◇hotel Second Stage
◇Vacation Village Sanuki Goshikidai
Minato’s note
Marugame’s expansion isn’t just a restaurant chain going global—it’s Sanuki udon culture itself being exported. If people in Europe discover this taste and then travel to Kagawa to experience it at the source, we might just see the dawn of a “third Sanuki udon boom.”
Born in Japan, raised in Toronto. I dive deep into anime, pop culture, and history — bringing both otaku vibes and global views.
