Kagawa’s Udon Obsession: Meet Udonnoww, the Noodle-Brained Mascot of Sanuki

Deep in the heart of Shikoku lies Kagawa Prefecture, the smallest prefecture in Japan by size but a giant in the culinary world. Known affectionately as "Udon Ken" (Udon Prefecture), Kagawa is home to Sanuki Udon—a thick, chewy noodle so beloved that slurping it is practically a religion.

At the center of this carbohydrate cult is Udonnoww (also known as Udon-Brain), a delightfully quirky mascot that captures the soul of the region. For travelers looking for a mix of authentic Japanese food culture and "kimo-kawaii" (gross-cute) charm, following Udonnoww’s footsteps is the perfect way to explore Japan’s noodle heartland.

Who is Udonnoww?

While mascots like Kumamon are polished and government-approved, Udonnoww is the rebellious, indie star of the mascot world.

Debuting around 2011, his design is a literal interpretation of the phrase "noodles on the brain." He features a pale face, a vacant stare, and a brain exposed as a bowl of freshly boiled udon noodles.

• The Name: His full moniker, Tsuru-kyara Udonnoww, is a play on the Japanese onomatopoeia "tsuru-tsuru" (the sound of slurping noodles).
• The Lore: According to his backstory, he was once a human who loved udon so much that he transformed into a "pasta puppet," wandering the streets of Takamatsu in search of the perfect bowl.
• The Vibe: Unlike standard "cute" characters, Udonnoww’s appeal lies in his "yuru-chara" (laid-back character) imperfection. He is famous for his Banksy-style antics, surreal Instagram poses, and unpretentious representation of the local lifestyle.

The Pokemon Connection: Udonnoww vs. Slowpoke

Travelers to Kagawa often notice another pink face dominating the scenery: Slowpoke (Yadon) from Pokémon.

Kagawa appointed Slowpoke as its governor-ambassador because "Yadon" sounds remarkably like "Udon." This has created a double-mascot phenomenon in the prefecture:

• Slowpoke: You will find him on manhole covers, special mailboxes, and official government branding.
• Udonnoww: You will find him at local festivals, independent noodle shops, and quirky souvenir stands.

Together, they make Kagawa a pilgrimage site for pop-culture fans, offering endless photo ops alongside culinary exploration.

How to Experience the "Udon Kingdom"

With over 600 udon shops packed into this small prefecture, the competition is fierce, resulting in high quality and shockingly low prices (often under 500 yen per bowl). Here is how to eat like a local:

1. The "Self-Serve" Adventure

Many of Kagawa’s best spots are self-service. You grab a tray, pick a ball of noodles, warm them in hot water yourself, pour on the broth from a tap, and choose your tempura toppings. It is a fast, interactive, and delicious experience.

2. Must-Try Varieties

• Kake Udon: The classic. Noodles in a clear, sardine-based (iriko) broth.
• Kama-tama Udon: Hot noodles served straight from the pot, mixed with a raw egg and soy sauce (a Japanese carbonara).
• Bukkake Udon: Noodles with a splash of concentrated broth, meant to be mixed vigorously.

3. Souvenir Hunting

Don't leave without buying Udonnoww merchandise. From noodle-flavored furikake (rice seasoning) to keychains featuring his exposed noodle brain, these items are distinct to the region and make for great conversation starters back home.

Summary

Kagawa proves that Japan’s deepest flavors often hide in the humblest bowls. Whether you are there to hunt down rare Pokémon manholes, high-five the noodle-brained Udonnoww, or simply slurp the chewiest udon of your life, this prefecture offers a savory escape from the Tokyo crowds.