These crying babies are immediately calmed by the sound of slurping, which is said to sound similar to noises heard in the womb.
Throughout Japan, each prefecture has its own specialty gourmet product that puts it on the map, with tourists travelling around the country in search of authentic regional flavours and stocking up on exclusive souvenirs to recreate the experience back at home. In Kagawa Prefecture, on the southern island of Shikoku, the prized dish is a unique, square-shaped udon called sanuki udon, and while it’s known for its delicious flavour and texture, now the popular noodle is being advertised for a more surprising quality – its ability to soothe crying babies.
▼ For an introduction to Sanuki Udon and the theory that slurping these noodles can calm a crying baby, check out the clip below.
According to the video, the sound of slurping noodles may work to soothe crying babies as it sounds similar to noises heard in the womb.
The two-part video series is part of a humorous new “Ikuken Kagawa” (“Kagawa, The Prefecture To Go To”) campaign, which is designed to advertise the region as an easy place to bring up children. With such an abundant supply of udon in the area, the noodle-slurping culture is sure to quickly calm crying babies!
▼ The second video in the series puts the theory to the test with an experiment on a number of different crying children.
According to the findings of the social experiment, conducted by a handsomely serious-faced suited Japanese man, nine out of ten children were calmed by the sound of him slurping noodles.
What starts off as a strange-sounding idea turns out to be surprisingly effective in the end, with child after child getting the “maru” circular tick, indicating a successful result.
The one instance where the experiment was unsuccessul, however, involved a pair of babies who couldn’t see the man slurping the udon, suggesting that the visual aspect of eating noodles might have something to do with distracting the children from their tears.
While the producers of the campaign don’t claim their findings to be anything more than mere speculation, the intriguing ads are a memorable way to entice people to come to Kagawa to raise their families. Or at the very least, pay them a visit to see if slurping their noodles has any effect on their crying babies!
Source: Japaaan
Top Image: YouTube/Ikuken Kagawa
Screenshots: YouTube/Ikuken Kagawa (1, 2)
Kagawa’s Udon Gummies are so hard to chew they come with warning labels
Kagawa Prefecture holds ultra-udon marathon for those who love running, and noodles
Celebrate a belated Pokémon Slowpoke Day by slurping up some exclusive udon from Kagawa!
Black Thunder Tempura from Japanese udon chain is not a good partner for noodles
Japanese udon noodles mascot character imitates Banksy by shredding itself in a painting
Komachi Shokudo: Japanese mum’s-style cooking for breakfast, lunch and dinner in Tokyo
The top 10 graduation songs in Japan as chosen by current Japanese high school students
Giant pipe mysteriously rises up through street in downtown Osaka
Is this Japan’s most extreme cherry blossom viewing? Leap, cycle and climb through 2,500 sakura
Häagen-Dazs Japan releases new ASMR ice cream called “Rocky Crunchy!”
Number of foreigners living in Japan has grown 50 percent in four years, hits historic high
Man in Japan falls into hole with a bear in it
Virtual idol Hatsune Miku redesigned with look that adds new elements and brings back old ones
Visiting the official One Piece Library Cafe【Photo Report】
Here are the top ten foodie factory tours for the fall throughout Japan
Studio Ghibli releases Catbus pullback keychain that runs like the anime character
Nine great places to see spring flowers in Japan, as chosen by travelers (with almost no sakura)
Starbucks Japan releases a new Cream Puff Frappuccino for a limited time
Starbucks Japan unveils new sakura cherry blossom collection for hanami season 2026
Silicone testicle covers banned from Japanese sauna following cups being left behind and on shelves
Starbucks Japan opens new cafe and art gallery in top Tokyo tourist neighbourhood
Japanese government planning higher ticket prices for foreign tourists at Tokyo National Museum
Is Japan’s Crab-shaped Cup Ramen Timer worth the hype?
Studio Ghibli now sells Ursula’s backpack from Kiki’s Delivery Service at its anime shop in Japan
Pizza Hut Japan teams up with creator of one of the country’s best kinds of ramen for ramen pizza
Starbucks Japan releases new sakura goods and drinkware for cherry blossom season 2026
Japan’s newest Shinkansen has no seats…or passengers [Video]
Foreigners accounting for over 80 percent of off-course skiers needing rescue in Japan’s Hokkaido
Super-salty pizza sends six kids to the hospital in Japan, linguistics blamed
Starbucks Japan unveils new sakura Frappuccino for cherry blossom season 2026
Foreign tourists in Japan will get free Shinkansen tickets to promote regional tourism
The 10 most annoying things foreign tourists do on Japanese trains, according to locals
Survey asks foreign tourists what bothered them in Japan, more than half gave same answer
Japan’s human washing machines will go on sale to general public, demos to be held in Tokyo
Starbucks Japan releases new drinkware and goods for Valentine’s Day
We deeply regret going into this tunnel on our walk in the mountains of Japan
Studio Ghibli releases Kodama forest spirits from Princess Mononoke to light up your home
Major Japanese hotel chain says reservations via overseas booking sites may not be valid
Put sesame oil in your coffee? Japanese maker says it’s the best way to start your day【Taste test】
No more using real katana for tourism activities, Japan’s National Police Agency says
Japanese prefecture that named a Pokémon as its governor to install 16 new Pokémon manholes
Why does a ’90s Japanese drama theme song calm crying babies? An acoustics expert explains
Exploring the castle town in Kagawa Prefecture that inspired its own free-to-play RPG