Promoting udon with wagashi

Today, and June 10th annually, is Udon and Wagashi Together Day うどんと和菓子をいっしょに食べる日 in Japan. It was established by Chikara Co., Ltd., a Hiroshima‑based company that produces and sells udon and traditional Japanese sweets while operating a chain of specialty shops. The date marks the anniversary of the company’s founding on June 10th, 1935.

The purpose of the day is to promote the unique Hiroshima food culture of enjoying udon and wagashi together, a pairing that has long been considered a local “soul food.” Chikara hopes to share this regional tradition with people across Japan, encouraging them to experience the comforting combination of warm noodles and classic Japanese sweets. The anniversary was officially recognized by the Japan Anniversary Association in 2019.

Chikara operates shops that maintain a strong commitment to udon with natural flavors. Alongside their noodles, they offer wagashi such as ohagi, warabi mochi and daifuku, reflecting the deep connection between everyday Japanese cuisine and traditional confectionery. The photo in this post is not from Chikara, as I have never been, but another udon restaurant in Saitama Prefecture.