Why are no-frills udon noodle vending machines irresistible for drivers passing by a small rest area on a busy national road in western Shimane Prefecture? People stop here around the clock for a cheap bowl of noodles. The customers included a couple returning from a trip to their hometown; a boy and his parents who drove all the way from Fukuoka Prefecture just to try these noodles; and a man about to start his shift delivering milk. For three days around the Bon Festival period, we asked what makes these noodles so special.