Japan Now! “Nobody Called, But Today Was My 50th Birthday.” Donbei, Japan’s Melancholy Udon Cup, Turns 50 (8/11)
For 50 years, one cup noodle has fed Japan’s udon cravings, outsold every rival in its category, and pioneered an entire container shape. However, when its birthday arrived this week, the celebration was, in classic fashion, a little sad. “Nobody contacted me,” posted the official account of Nissin’s Donbei, “but today was my 50th birthday.” Within hours, tens of thousands of people were wishing a cup of instant udon a happy birthday, which tells you everything about how Japan feels about Donbei, and about the account that has turned corporate self-pity into an art form. Quick Answer: Donbei, Nissin’s iconic…





































