The Secret Behind Maruchan Yakisoba 3 Servings, a Long-Standing Bestseller Celebrating Its 50th Anniversary Next Year

Why do things that are loved remain unchanged?

Before you know it, it’s always been there—perhaps for many people, it’s a food item that embodies such a presence. That’s Maruchan Yakisoba 3 Servings from Toyo Suisan.

More than just its name, many people might be struck by the look of its packaging.

A transparent, elongated package with three servings inside. The Maruchan logo, a red lightning pattern, and the product name boldly in black letters. When you visit the fresh noodle aisle at the supermarket, it’s always there, always available. That’s the kind of presence it has.

It was first launched in November 1975. Approaching its 50th anniversary, it’s a long-standing bestseller. Probably, everyone has eaten it at least once, haven’t they?

The Secret of Maruchan Yakisoba: 3 Servings, Powder Sauce.

“What image comes to mind when you think of eating yakisoba?”

Maiyu Sawada, from Toyo Suisan’s Low-Temperature Food Division, Chilled Product Planning Department, discusses. The first thing that comes to mind is stalls at festivals or fairs, or beach houses.

“That’s exactly right, I think. It’s also true for barbecues, but yakisoba has always been associated with eating outdoors, and we wanted people to enjoy it casually at home, and that’s how it started.”

For nearly 50 years, the basic taste and production of ‘Maruchan Yakisoba’ has remained unchanged. However, despite being a familiar presence, or perhaps because it’s too familiar, there seems to be a lot that people haven’t noticed or don’t know about. It’s like discussing the sense of closeness with family or close friends, but as we approach its 50th anniversary, we want to know everything about ‘Maruchan Yakisoba’ that piques our curiosity.

(1) Why “3 servings”?

“Maruchan Yakisoba” has been sold in one package containing noodles for 3 servings and sauce for 3 servings since its initial release, marketed as a “3 servings” product (sauce flavor also available in “1 serving”).

The main reasons for this are as follows:

• The average number of people per household at the time of release was approximately 3 (3.28 people) according to the 1975 national census. 
• The amount that can be cooked at once in a standard-sized frying pan (using 4 servings would be difficult due to size and weight).

Additionally,

“There’s also an economic aspect to offering it as 3 servings at this price point, rather than 2 servings. While the average household size is now less than 2 people, there are customers who think, ‘Even though we’re only 2 people, it’s a good deal so let’s buy 3 servings.’”

(2) The Secret of Powder Sauce

A major feature and one of the cherished aspects of “Maruchan Yakisoba,” alongside its designation as “3 servings,” is its powder sauce, a characteristic that has remained unchanged since its launch.

Maiyu Sawada explains the advantages of powder sauce:

“When sautéing vegetables as part of the ingredients, they release moisture. The powder sauce absorbs this moisture effectively, preventing the noodles from becoming soggy and making it easier for the sauce to coat them.”

The powder sauce of “Maruchan Yakisoba” contains various spices and seasonings such as pepper, cloves, and cinnamon, maintaining its original flavor since its inception. Over about 50 years, despite trends in various gourmet styles like Italian, ethnic, spicy, and trendy dishes, it has stuck to the same style. However, knowledge of the exact recipe for this powder sauce is said to be known only to a few within the company—a true ‘secret within a secret.’

Due to its strong spice formulation, the powder form is known to enhance the aroma more easily. On the other hand, “Maruchan Yakisoba Okonomi Sauce,” with its sweet flavor and thick noodles, uses a liquid sauce due to its characteristics.

(3) Points for Delicious Preparation

To make “Maruchan Yakisoba” even more delicious, a key point is to carefully loosen the noodles from the block without breaking them.

As mentioned on the back of the package, heating the noodles lightly in the microwave while still in the inner bag makes them easier to separate. When stir-frying the noodles, adding a bit of water and letting them sit without stirring for a while—first “steaming” them—is crucial for ensuring they loosen up more easily.

Endless Possibilities for Variations? The Potential of Simplicity.

Another amazing aspect of “Maruchan Yakisoba” is its simplicity, which allows it to become a versatile ingredient with endless possibilities depending on the combination of ingredients.

The current lineup of “Maruchan Yakisoba” includes the original “Sauce” flavor along with “Salt,” “Okonomi Sauce,” and “Tarako (cod roe) flavor,” totaling four varieties. Additionally, limited edition flavors are introduced seasonally to enhance the enjoyment of fresh seasonal vegetables. Currently, summer limited editions such as “Fried Chicken with Ginger Soy Sauce Flavor” and “Garlic Salt Kalbi Flavor” are available.

Toyo Suisan also devises and suggests various recipes with different variations such as “Refreshing Tomato and Tuna Yakisoba,” “Gyudon Style Yakisoba,” and “Spicy Yakisoba with Ground Meat and Lotus Root.” Highlighting its versatility and ease of use, these recipes offer enjoyable experiences with their simple yet broadly appealing flavors.

“Since the basic flavor pairs well with almost any ingredient, we recommend combining it with seasonal vegetables—like spring vegetables in spring and summer vegetables in summer—to enhance your dining experience.”

4) “Yakisoba” not “Yaki-soba”

Upon closer inspection of the package, “Maruchan Yakisoba” is labeled as “Yakisoba” rather than “Yaki-soba.” The reason for this isn’t explicitly stated, but it’s considered one of their enduring commitments since the product’s initial release.

(5) No TV Commercials

There are no TV commercials for the “Maruchan Yakisoba” series. While other instant noodles from Toyo Suisan, such as “Akai Kitsune Udon,” “Men Zukuri,” and “Maruchan Seimen,” have memorable commercials, both cup and bag noodles, interestingly, there are no TV commercials for fresh noodles.

“It’s our policy not to run TV commercials for fresh noodles like ‘Maruchan Yakisoba’ and ‘Hiyashi Namamen.'”

 

(6) When Does It Sell the Most?

“In fact, March is the best-selling month. Additionally, August is also popular because August 8th resembles the shape of ‘〇: Maru,’ making it ‘Maruchan Yakisoba Day.’ Essentially, demand is high during the extended periods when children are at home for spring and summer vacations.”

From this trend, it’s clear that the product symbolizes family togetherness and warmth at home.

“You can even make it on a hot plate and enjoy it together with everyone. The most important thing is that it’s a menu that brings people together, where everyone can eat happily with smiles.”

This product isn’t just for enjoying with family and friends—it’s versatile. Going back to the discussion of quantity, if you live alone, buying “3 servings” allows you to enjoy it three times. You can even eat two or three servings in one go for a larger meal experience. Whether sticking to the basic recipe or trying out the variations mentioned earlier, it’s a comforting option that offers flexibility and enjoyment.

The current packaging features the slogan “<Yakisoba is Maruchan>,” emphasizing its identity.

“To ensure that when people think of yakisoba, they think of Maruchan, we’ve been promoting it extensively since last year to increase awareness.”

With festival season and leisure activities approaching, it’s almost time to enjoy yakisoba again.