For 50 years, "Maruchan Yakisoba Bento" has been a beloved staple in Hokkaido. To mark this milestone in 2025, a first-ever collaboration with "Snow Miku & Rabbit Yukine," characters who support Hokkaido, has been announced. The celebration kicks off with the release of a specially drawn illustration, along with a series of 50th-anniversary campaigns, including an exclusive project using in-store POP displays and a "Revival General Election."

A Long-Awaited Collaboration Between Hokkaido's Soul Food and Snow Miku!

Hokkaido's soul food, "Maruchan Yakisoba Bento"

As Hokkaido's classic instant yakisoba, "Maruchan Yakisoba Bento" has been cherished across generations since its launch in 1975, and this year it finally celebrates its 50th anniversary. Widely known by its nickname "Yaki-Ben," it's also famous for its memorable TV commercials with the catchphrase, "Tamaran♪ Tomaran♪" (Irresistible♪ Unstoppable♪).

Now, a special collaboration between Yakisoba Bento and the Hokkaido-supporting characters Snow Miku & Rabbit Yukine is underway. A collaboration visual drawn by the artist KEI has been unveiled. The special 50th-anniversary artwork features Snow Miku holding a Yakisoba Bento in each hand, while Rabbit Yukine holds a soup mug, a nod to the Chinese-style soup that comes with the instant noodles.

The 50th-anniversary collaboration visual drawn by KEI

Watch an Exclusive Collab Video in Stores! Look for the POP Displays

The campaign will roll out starting November 2025

By holding your smartphone up to the collaboration POP displays set up in supermarkets and other stores across Hokkaido, you can watch an exclusive collaboration video. After watching the video to the end, you can participate in the "Yakisoba Bento Revival General Election," where you can vote for a past product you'd like to see brought back. All voters will receive an original smartphone wallpaper, so don't miss out (one download per person).

The collaboration POP displays will be set up sequentially starting from November 2025. This special collaboration, bursting with Hokkaido charm, marks a major 50th-anniversary milestone. If you spot a POP display in a supermarket, be sure to scan it with your smartphone!