S&B Hong Kong Yakisoba is a nostalgic Japanese instant noodle dish that has been enjoyed for around 60 years. First introduced in 1964, it is a distinctive product from the early days of instant yakisoba and remains especially popular in Hokkaido.
When it was first released, the product became widely known through a memorable television commercial featuring rakugo performer Danshi Tatekawa, who appeared in the role of a Chinese character and delivered the playful line, “Hong Kong yakisoba is really delicious.” The unusual commercial helped make the product a sensation at the time.
Unlike many modern instant yakisoba products, the noodles themselves are seasoned during production. The thick noodles have a firm, satisfying bite and a rich flavor that gives them the characteristic texture associated with yakisoba.
S&B Hong Kong Yakisoba is also distinctive because it is not prepared simply by pouring boiling water over the noodles. Instead, the noodles are placed directly into boiling water and cooked until the water has evaporated.
This traditional method allows the seasoned noodles to absorb the water while retaining their firm texture. Once the water has evaporated, the yakisoba is ready to eat.
The noodles are seasoned with S&B’s distinctive blend, featuring Worcestershire sauce, pork, dried sardine flakes, and kelp extract. The combination gives the noodles a savory depth and characteristic aroma.
Each serving also comes with a colorful, aromatic seasoning topping, adding another layer of flavor and enhancing the nostalgic appearance of the dish.
Although S&B Hong Kong Yakisoba was originally sold throughout Japan, it is now mainly available in Hokkaido, along with parts of Miyagi and Oita prefectures. Its distinctive preparation, firm noodles, and unmistakably retro character have helped it remain a beloved reminder of Japan’s early instant-noodle culture.