Udon Visionary Aims to Globalize Thick Noodles

Takaya Awata, the billionaire founder of Toridoll Holdings, is on a mission to elevate udon noodles into a global fast-food phenomenon, vying for the same recognition as burgers and pizza.

With annual revenues nearing ¥280 billion ($1.8 billion), Awata believes the thick, chewy noodles can capture the American palate, despite their unfamiliarity to many.

"We want udon to become one of those major global categories," said the 64-year-old CEO during a recent interview at the company's Tokyo headquarters.

Source: www.japantimes.co.jp