Itohkyuemon's long-selling "Champon noodles" celebrate 60th anniversary with a limited release of the original packaging.

 Representing the long-selling products of Nishi Harima in Hyogo prefecture, the instant noodles "Champon noodles" will mark its 60th anniversary in May. The manufacturer, Itohkyuemon (located in Tatsuno City, Hyogo Prefecture), has acquired a core fan base through its unique strategy amidst an industry where instant noodle companies compete against each other and new products come and go. To celebrate Champon noodles' "60th birthday," they have created a limited edition of the original packaging design from 1963 and started selling it in limited quantities. (Report by Takanori Duan)

Itohkyuemon was founded 45 years ago as a flour milling company. They started making wheat flour dried noodles and launched their instant Chinese noodles "Tonboramen" in 1958. Just before that, the world's first instant ramen "Chicken Ramen" was born. Itohkyuemon was just a step behind and became the "world's second instant noodle manufacturer." However, in May 1963, they finally launched "Champon noodles." The soup features a light salt flavor, and the aroma of the "shrimp and shiitake" garnish enhances the flavor of the soup. They have kept the same taste as when it was first released, except for changing to noodles that bring out the natural flavor of wheat, without adding salt. It has become a taste of home, with anecdotes of Champon noodles being included in cardboard boxes shipped from the family's home in Harima to their family members.