MARUGAME UDON BRINGS JAPAN’S FAVOURITE SUMMER DRINK CULTURE TO LONDON WITH MATCHA BEER
London’s favourite udon restaurants launch Matcha Beer from 23 June, offering guests a taste of contemporary Japanese food and drink culture on their doorstep.
Marugame Udon, the UK’s home of freshly made Japanese udon noodles, today launches Matcha Beer: a limited-edition Asahi lager that combines premium Japanese matcha with its cold, crisp beer. Priced at £5.95, the fun and quirky drink is available exclusively at all Marugame Udon restaurants.
The drink lands as Japan continues its cultural moment in London. Tokyo’s beer gardens have been serving Matcha Beer as their viral summer drink for years – and now, for the first time, Londoners can try it without the flight. With over 300,000 UK visitors travelling to Japan each year, appetite for authentic Japanese food and drink culture has never been higher – and for those whose travel plans have proved difficult or too expensive this summer, Marugame Udon is bringing Japan to them in their much loved city.
Earthy matcha and crisp, cold lager sit at the intersection of two worlds that are unexpected, but work. Beer lovers will raise an eyebrow before they raise a glass. Matcha lovers will find something familiar in an entirely new form. And everyone, one way or another, will have the chance to try something new and exciting.
The launch celebrates the growing appreciation for Japanese culture across the UK and invites guests to discover a seasonal favourite enjoyed throughout Japan. Through creator partnerships, community events and social content, Marugame will be sharing the story behind Matcha Beer and its place within modern Japanese dining culture.
Marcin Chanek, Group Head Chef said: “We wanted to bring one of Japan’s most talked-about summer drinks to London – not as a gimmick, but as a genuine conversation starter. Matcha Beer sounds unexpected until you taste it.”
Marugame Udon’s Matcha Beer is served cold, and pairs brilliantly with BBQ Udon, tempura or any dish from Marugame’s summer menu.
Marugame’s udon noodles are made fresh in-restaurant every day, and the menu spans everything from a traditional Kake Udon in a light dashi broth to the crowd-favourite Chicken Katsu Curry Udon.
The launch of Matcha Beer arrives at the peak of a genuine cultural shift: matcha is now one of the defining flavours of London in 2026, with over 1.2 million matcha drinks* sold across the capital in the summer of 2025 alone, and social conversations around matcha up over 107% year-on-year**.
The UK matcha market is forecast to more than double in value by 2033 – and Matcha Beer is its most unexpected chapter yet.
Matcha Beer launches at Marugame Udon restaurants on the 23 June. Find out more atwww.marugame.co.uk
