Matsuyama | The Ever-Popular Abura Soba in Japan and Its Unique Pricing Strategy

Years ago, I had my first taste of abura soba in Tokyo and have been wanting to share its story ever since. This time, I stumbled upon one of its branches again while walking along the Okaido shopping street in Matsuyama, so I decided to revisit. This is the story of an old noodle shop that found its second spring. Back in 2008, a 70-year-old noodle shop in Ikebukuro, Tokyo, ventured into the highly competitive ramen market to showcase the deliciousness of their noodles. They opened "Abura Soba Tokyo Oil Group Main Store," offering a unique twist—no soup, no complicated eating methods. Simply drizzle their secret sauce and chili oil over the noodles to enjoy a dish that's chewy, fragrant with wheat, and smooth to swallow. Unexpectedly, it became a huge hit upon its launch. Today, there are over 30 stores across Japan, and the brand has even expanded to Taiwan after gaining popularity at the fast-food chain Ting Ku Ku. Back to the Matsuyama Okaido branch, the shop features a minimalist, modern noodle bar style. The menu is straightforward, offering either abura soba or spicy miso abura soba, with small, medium, and large portions all priced the same. The dish is topped with simple ingredients like bamboo shoots, onions, strips of char siu, and green onions. After serving, the staff drizzles a few rounds of their special sauce depending on the bowl size. Without the heavy pork bone broth, the shop claims the dish contains 2/3 less calories and half the salt. Interestingly, abura soba is said to have originated in the student streets of Musashino during the Showa era. Students, often on tight budgets, favored this affordable, filling, and tasty option. It wasn't until the Heisei era that it gained popularity in Tokyo. 📍Address: 2 Chome-3-1 Okaido, Matsuyama, Ehime 790-0004, Japan 🚗 Access: A 3-minute walk from Okaido Station on the tram line.