“It’s when it’s hot that you have to eat!” Ueto Aya, in a yukata robes and looking cool as she slurps down udon noodles, can’t stop eating!
The new TV commercial for Marugame Seimen, “Come quickly! Grated radish and pork shabu-shabu bukkake,” features Marugame Seimen’s summer staple “Grated radish series,” the most popular summer product*1 “Grated radish and meat bukkake udon,” which is currently on sale, and “Grated radish and pork shabu-shabu bukkake udon,” which will be on sale as a summer limited edition product from Wednesday, July 24. The commercial shows Ueto eating “freshly made, raw” udon noodles, tightly squeezed with water, mixed with cool, soft pork shabu-shabu and fresh, crunchy radish.
＜Aya Ueto in a gorgeous yukata slurps down her “Grated Pork Shabu-Bukkake Udon” and exclaims, “It goes down so smoothly! I can just keep eating it!”＞
The commercial starts with a smiling Ueto holding a bowl of “Grated radish pork shabu-bukkake udon” and saying, “This is what you need to eat when it’s hot!” The video then shows a dynamic noodle craftsman cooling the udon in water. The cold udon noodles, made from 100% domestic wheat, water, and salt, are then topped with freshly grilled beef and crispy grated radish. In another bowl, the refreshing pork shabu-bukkake and grated radish are carefully garnished with deep-fried eggplant and chopped yuzu, completing the “Grated radish meat bukkake udon” and “Grated radish pork shabu-bukkake udon,” respectively.
Ueto slurps down the chilled “freshly made, raw” udon noodles with the refreshing pork shabu-shabu and grated daikon radish, and with a satisfied look on her face, she says, “It goes down so smoothly! I can keep eating it!” Then, she calls out to the screen, “Come on over!” Finally, the “Grated Daikon Meat Bukkake Udon” and “Grated Daikon Pork Shabu Bukkake Udon” fill the screen, concluding the TV commercial.
The summer limited edition products “Onioroshi Meat Bukkake Udon” and “Onioroshi Pork Shabu Bukkake Udon” that appear in this TV commercial are products that allow you to enjoy Marugame Seimen’s udon noodles, which have been further refined by noodle craftsmen at all stores, in a chewy “cold” state. Please enjoy the cool taste that can only be found at Marugame Seimen during the hot summer.
*1 Sales of “Onioroshi Niku Bukkake Udon” are No. 1 among summer-only cold udon noodles from 2018 to 2023 (according to our own research in 2024).
*2 Noodle craftsman is a title given to those who pass Marugame Seimen’s unique noodle craftsman system. There may be days or times when the noodle craftsman is absent.
■ Overview of the new TV commercial
Title: Marugame Seimen “Come quickly! Grated beef & pork shabu-shabu” (15 seconds)
Broadcast start date: Wednesday, July 24, 2024
Broadcast area: Nationwide (excluding some areas)
Marugame Seimen “Come quickly! Grated beef & pork shabu-shabu” making of video
Marugame Seimen Official YouTube: https://www.youtube.com/channel/UCmlAeLv0l1c3ajaWTMKJljA
■ TV commercial cut Marugame Seimen “Come quickly! Grated beef & pork shabu-shabu”
■ Interview with Aya Ueto
Q1. Please tell us your impressions of trying the summer limited edition product “Grated Pork Shabu Bukkake Udon” featured in this TV commercial for the first time in a year.
The firm udon noodles, which had been soaked in water, the crunchy grated daikon radish, and the soft pork shabu-shabu were a perfect match, and it was absolutely delicious. I wanted to eat this especially on a hot summer day. It’s a bowl that goes down easy even on days when you’re feeling a bit fatigued from the summer heat, and I love the juicy deep-fried eggplant topping, which is soaked in dashi.
Q2. In this TV commercial you are wearing a colorful yukata, making you feel the arrival of summer. Ueto-san, is there anything that comes to mind when you think of summer?
We’ve started playing every year in the balcony-sized pool we bought during the COVID-19 pandemic. I hadn’t really thought about having a pool at home, but my kids have been having so much fun playing in the pool we bought at that time, so I’m looking forward to inflating the pool again this year and having lots of fun.
Q3. In the TV commercial there is a line that says, “It’s when it’s hot that you have to eat!” Do you have any rules, like, “It’s when it’s hot that you have to do XX!”?
“When you’re worried, you need to meet someone!” When you’re worried, the more time you have, the more likely you are to think about various things, so it’s precisely at times like these that you should avoid thinking and get in touch with a completely different atmosphere. Spend time with someone, eat a meal, go to a cafe. This is if you have the time, but the advice and what I’ve decided is not to spend those times alone.
Q4. In this TV commercial, there is a scene where you gobble down “Grated Pork Shabu Bukkake Udon” with a look of happiness on your face as you say, “I can keep eating!” Please tell us about an episode that made you happy recently.
I went to see a play in which an actress friend of mine was performing. It was actually the first time I’d ever gone to see a play alone. I’m not very good at going into shops alone, and I can’t even go into cafes alone, but this was the first time I’d gone to see a play alone. I left my child with someone and went to see the play, and I was able to concentrate on the play, and I felt like I’d spent my time alone meaningfully, and I was able to immerse myself in a deep sense of happiness.
Q5. Finally, please say a few words to Marugame Seimen customers.
The hot summer is all about cold, smooth udon noodles made from Marugame Seimen flour. In this TV commercial, I had the “Grated radish pork shabu-shabu udon”, and the cool, tender pork shabu-shabu and the crisp, moist radish radish mixed well with the udon noodles, which had been squeezed in water, making it very delicious. It was a refreshing yet filling bowl of noodles, perfect for the summer. This summer, Marugame Seimen has three products in the Onioroshi series. They also have other products, such as “Sudachi Oroshi Hiyakake Udon”, so enjoy delicious cold, freshly made udon noodles in the hot summer!
■ Cast Profile
Aya Ueto
[Date of Birth]September 14, 1985
[Blood type]O
【Birthplace: Tokyo
In 1997, she won the judges’ special award at the 7th All-Japan National Beauty Contest.
Since then, he has been active in a wide range of roles, appearing in numerous dramas, movies, and commercials.
■ Filming episodes
This TV commercial adds the long-awaited “Grated Oni-Grated Pork Shabu Bukkake Udon” to Marugame Seimen’s summer staple “Grated Oni-Grated Series”. As with the previous “Grated Oni-Grated Series” TV commercial, the set was a reproduction of Marugame Seimen’s original landscape, “Sanuki noodle factory”. From the beginning, Ueto looks directly at the camera and calls out, “You have to eat when it’s hot!” The pattern of the yukata she is wearing has changed from the previous TV commercial, and this time it is a gorgeous design with a cool blue fabric and red flowers as accents. Ueto is filmed from various angles eating the refreshing “Grated Oni-Grated Pork Shabu Bukkake Udon” in the summer sunshine. This TV commercial conveys the deliciousness of each of the “Grated Oni-Grated Pork Shabu Bukkake Udon” and “Grated Oni-Grated Meat Bukkake Udon”. At the end, pay attention to Ueto’s expression as she calls out, “Come quickly!”
■ Product Overview
[URL]https://jp.marugame.com/menu/onioroshinikubukkake/
■About Marugame Seimen
With the brand message “The udon here is alive,” we pursue an emotional food experience and provide our customers with delicious handmade udon every day. Each of our stores is a noodle factory, and we are extremely particular about freshness, and we continue to make udon from flour every day at all of our more than 800 stores nationwide.
Our noodle craftsmen, who have honed their skills and sensibilities, knead the noodles using 100% domestic wheat flour every day, cut and boil the noodles on the spot, and serve them to customers fresh, which is precisely why we are able to maintain our unique chewy texture and delicious flavor.
It is also known overseas as “Marugame Udon” as a lively restaurant where you can enjoy freshly made, delicious udon and tempura in your own style, and it is so popular that there are queues almost every day.
About Toridoll Holdings
With the slogan “Fill the planet with the excitement of food,” we have developed a variety of restaurant chains and continue to seek out excitement that stirs not only the taste buds but all five senses and delights the instincts.
We will continue to pursue “exciting food experiences” to the fullest, and will actively promote expansion not only domestically but also overseas in order to achieve unpredictable evolution, aiming to become the only global food company with origins in Japan.
