Ramen, Soft Serve and a BE@RBRICK: Sugakiya's Sue-chan Goes 100%
This is the kind of find we used to bring home from Asian snack aisles: a fast-food mascot turned art toy. Sugakiya, the Nagoya-based chain known for Japanese-style tonkotsu ramen and desserts, is celebrating its 80th anniversary with its first BE@RBRICK collab. Its mascot Sue-chan gets the 100% treatment (about 70mm tall) with her black bob, big cartoon eyes, and red dress with white polka dots.
The fun part is the bundle. The SUGAKIYA × BE@RBRICK set (¥5,990 incl. tax) comes with the figure, a Sugakiya "red bowl" set (bowl, bamboo mat and chopsticks), and ¥1,010 of coupons: one free ramen and two cream zenzai, valid until 31 January 2027. In-store reservations closed on 23 September, with pickup running 5 October to 1 November. Online reservations close on Monday 12 October, and shipping started from late September. Medicom's store also lists the figure on its own at ¥2,200 incl. tax, limited to one per person, and says it will be sold at Medicom shops and other online retailers too.
A noodle-shop mascot on the world's most collaborated-on bear is peak design culture. All we want now is a soft-serve chase variant.
