Furuichi Co., Ltd., a company operating udon restaurants in Kurashiki, Okayama Prefecture, has reported a significant increase in foreign visitors at its stores, particularly around the Kurashiki Bikan Historical Quarter.

At its “Kurashiki Udon Bukkake Furuichi Nakamise” location near Kurashiki Station, foreign tourists accounted for approximately 20% of all customers in February 2026. On some days, nearly one in three people waiting in line before opening were international visitors.

This trend reflects the broader recovery of inbound tourism across Japan. According to official statistics, the number of international visitors to Japan in 2025 is estimated to have reached around 42 million, approaching pre-pandemic levels. As tourism rebounds, regional destinations like Kurashiki are also seeing increased international traffic.

Amid this surge, “bukkake udon,” the company’s signature dish, has been gaining attention through word-of-mouth among overseas visitors. Unlike traditional udon served in broth, this dish features thick noodles topped with a rich, sweet-savory soy-based sauce poured directly over them, offering a more direct and intense flavor experience.

Visitors from abroad have shared positive feedback, including comments such as “a must-visit during a Kurashiki trip,” “a truly local Japanese experience,” and “easy to order thanks to multilingual menus.”

Furuichi currently supports English, Korean, and Chinese languages, and plans to expand its international presence further, including participation in overseas pop-up events in 2026.

Local Japanese food culture is increasingly becoming a global attraction, with regional specialties like bukkake udon gaining recognition beyond Japan.

■ Annotation

In Japan, udon is a wheat-based noodle dish deeply rooted in regional culture, with each area developing its own style. In western Japan, particularly the Kansai region, udon is typically characterized by lighter flavors and a strong emphasis on broth.

However, “bukkake udon” from Okayama takes a different approach. Instead of being served in soup, a rich, concentrated sauce is poured directly over the noodles, allowing diners to experience both texture and flavor more intensely.

In cultural terms, this dish can be compared internationally:
In the United States, it is similar to sauced pasta dishes where the flavor comes directly from thick, rich toppings rather than broth.
In the United Kingdom, it resembles hearty, sauce-forward comfort meals such as gravy-based dishes where the sauce defines the dish.
In Shanghai and broader Chinese cuisine, it is closest to “banmian” (mixed noodles), where noodles are tossed with sauce instead of served in soup.

These types of dishes, across cultures, are commonly enjoyed as everyday comfort foods, making bukkake udon both familiar and accessible to international audiences despite its regional Japanese origins.