The Japanese noodle restaurant chain Marugame Seimen, which specializes in udon (thick wheat noodles), has started a social media marketing campaign targeted at high school-age girls, JK Udon Kawaii (“High School Girls Udon Cute”).

The idea is to take a picture of yourself posing while at one of Marugame Seimen’s restaurants; the goal is to make udon “more cute, fun and happy.”

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Miyū “Michopa” Ikeda, a fashion model, is helping to promote the campaign and shows what pose you’re supposed to make: the “Kamerun” pose.

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But you can make whatever pose you want, as long as it’s in a Marugame restaurant, and preferably with a bowl of udon, an empty bowl, or an udon spoon involved.

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The contest lasts until April 22, and the prize is one of 20 autographed photos of Michopa. To enter, tweet a picture or video striking a pose with the hashtags #まるかめ, #かめるんポーズ or #まるかめった and follow the JK Udon Kawaii official Twitter account. No, you don’t have to be a high school girl.

The “hamu-hamu pose” is a more restrained recent fad among younger Japanese women.

The Marukome food company questioned the meaning of “kawaii” in a recent advertisement.

[Via Kai-You]

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