Hanamaru Co., Ltd. (headquartered in Takamatsu, Kagawa Prefecture; President: Yoshihiro Maeda), operator of the Sanuki udon chain “Hanamaru Udon,” will serve a special udon made with freshly harvested new-crop wheat of Kagawa-grown “Sanuki no Yume 2023” flour to mark “Udon Day” on July 2. The offering runs at 43 participating stores nationwide, for one day only on Thursday, July 2, 2026, in limited quantities.
What is the “#Shinmugi Harvest Festival”
July 2, “Udon Day,” traces back to a warm long-standing custom in Kagawa in which farmers who had finished the wheat harvest would make udon from that year’s new crop and celebrate the fruits of their labor together. The “#Shinmugi (New Wheat) Harvest Festival” is a seasonal event to give thanks for nature’s blessings of a successful harvest and to savor the fresh wheat just gathered that year. Hanamaru Udon joins this community effort by udon shops and fans alike, driven by a wish to share the appeal of Sanuki udon culture across Japan.
Last year the event ran at just 25 stores and drew crowds of udon fans from the moment the doors opened, earning great praise. This year, to let even more customers experience the overwhelming flavor of “freshly harvested, freshly milled” wheat, the number of participating stores has been expanded to 43.
The Entire Menu Switches to New-Wheat Noodles
For July 2 only, all udon menu items at the 43 participating stores will switch to a special noodle blended with this year’s freshly harvested “Sanuki no Yume 2023” wheat. From the classic “kake” and “ontama bukkake” to “pork shabu udon,” “zaru,” and even seasonal items, guests can enjoy an exceptionally chewy noodle available only once a year.
“Sanuki no Yume” — Wheat Born for Sanuki Udon
“Sanuki no Yume” is the collective name for original Kagawa wheat varieties developed for authentic Sanuki udon. It was born from the passionate wish of the prefecture’s udon industry and enthusiasts to “make the most delicious Sanuki udon with local wheat.”
Udon made with “Sanuki no Yume” is defined above all by its firm, chewy, and distinctively springy texture, with a smooth, silky finish going down. The nostalgic, rich aroma of just-harvested wheat that spreads with every bite whets the appetite even further.
Event Overview
- Details: At participating stores, all udon products will be served with “Sanuki no Yume” new-wheat noodles
- Period: Thursday, July 2, 2026 only. Served from opening; ends at each store as soon as the new-wheat noodles run out
- Price: Same as regular menu prices
- Stores: 43 Hanamaru Udon locations (Kagawa, Kochi, Okayama, Shizuoka, Tokyo, and Chiba)
Each store offers this premium bowl only while the noodles last. Don’t miss this once-a-year chance to taste the flavor of freshly harvested new wheat.