Matsuyama's Asahi: A Nearly 80-Year Legacy of Nabeyaki Udon

Exploring Matsuyama, Japan: Asahi

Nabeyaki Udon and Inari Sushi with Over 79 Years of Tradition

On our final day in Matsuyama, we sought out a local favorite,

a beloved spot cherished by residents for generations:

Asahi, specializing in Nabeyaki Udon.

Here's our honest review!

< Over 79 Years of Flavor >

Matsuyama's true soul food, continuously served since 1947.

< An Irresistibly Sweet & Savory Broth >

A unique umami sweetness that sets it apart from typical udon.

< Full of Retro Charm >

Served in a nostalgic aluminum pot, matching the charming, old-school ambiance of the restaurant.

Asahi's Ambiance and Waiting Tips

Stepping through the doors of Asahi feels like a delightful journey back in time, as if you've entered a time capsule.

With its traditional tatami seating and cozy wooden interior, it evokes the feeling of a small Japanese village eatery from decades past! As a renowned Matsuyama restaurant, it can get busy during peak hours. However, the dishes are served quickly, so the wait isn't usually as long as at places specializing in Tai Meshi (sea bream rice).

Nabeyaki Udon & Inari Sushi

Asahi's menu is refreshingly simple:

Nabeyaki Udon and Inari Sushi (fried tofu pouches filled with rice).

There's no need to overthink it; ordering both is definitely the way to go!

Nabeyaki Udon: ~$6

Nabeyaki Udon + Egg: ~$6

Inari Sushi 2pcs: ~$2

1. Nabeyaki Udon

Shortly after ordering, a charming aluminum pot, still steaming, arrives at your table. As you lift the lid, a sweet, soy-sauce-based aroma wafts up, instantly whetting your appetite.

The first bite immediately makes you exclaim, "Oh, it's sweet!" But this isn't an overpowering sweetness; it's a delightful, umami-rich sweetness that perfectly complements the deep beef broth, making you want to keep spooning it up.

The noodles are incredibly soft yet wonderfully chewy! Plus, it's generously topped with beef, fish cakes, and an egg, adding a delightful variety of textures. The beef toppings infuse the broth, enhancing its rich flavor.

2. Inari-zushi (Fried Tofu Sushi)

While the udon is delicious on its own, you absolutely *must* order the Inari Sushi! Despite its simple appearance, the rice inside is perfectly seasoned. Take a bite of the sweet Nabeyaki Udon broth, then follow it with a savory piece of Inari Sushi, and you'll experience the perfect sweet and savory harmony! It's truly fantastic dipped in the udon broth, just as locals recommend. Haha!

3. Honest Review (My Own Dime)

👍 A unique udon style you can only savor in Matsuyama.

Affordable prices and quick service.

It's truly a must-try experience!

😑A minor drawback:

If you strongly dislike sweet dishes, it might not be for everyone.

(However, it's Matsuyama's traditional style, so I highly recommend giving it a try!)

※ For those who prefer less sweetness, a nearby restaurant called Kodori is said to have a milder broth.

It's a warm, comforting flavor that isn't overly intense but keeps you coming back for more!

If I ever return to Matsuyama, I'll definitely eat here again.

✅ Recommended for:

- Travelers who appreciate the charm of traditional Japanese eateries.

- Those eager to taste the original 'Nabeyaki Udon,' a traditional Matsuyama dish.

- Anyone looking for a light yet satisfying meal near Okaido.

Asahi is tucked away on a side street near Okaido, Matsuyama's bustling downtown. Its sign isn't very large, so it's easy to walk past without noticing. Be sure to follow your map closely!

✔️Location: Alley near Matsuyama's Okaido shopping street

3 Chome-10-11 Minatomachi, Matsuyama, Ehime 790-0012

(Google Maps is a must!)

✔️Hours: 10:00 AM until ingredients run out

(They often close in the late afternoon, so try to go earlier!)

Closed Tuesdays and Wednesdays

✔️Note: Cash payments only. Payment is typically requested immediately after your food is served.