If you’ve ever been down a TikTok rabbit hole, you’ve probably come across videos of Japan’s 7-Eleven stores, or confectionerypacked with unique and exquisite foods that put our supermarket snacks to shame. And now the Japanese chain is working to bring some of those viral favorites to the U.S. with a menu change that aims to bring new and improved international flavors to the U.S. So I’m going to tell you what you need to know about the new Japanese-style 7-Elevens, the must-try viral products all over social media, and what you can expect in stores soon.
What’s new about Japanese-style 7-Eleven?
Although 7-Eleven has long been a fixture in the US (founded in Texas in 1927), things haven’t always gone smoothly. The chain struggled with bankruptcy in the early 1990s. And like many convenience stores across the country, it had trouble remaining profitable.
In February Bloomberg reported that Ryuichi Isaka, CEO of Seven & I Holdings (7-Eleven’s parent company since 2005), aimed at the company’s expansion in the United States. He emphasized the need to move 7-Eleven’s business model away from its traditional reliance on gasoline and processed snacks, and instead focus on fresh food as the cornerstone of the brand identity.
“We believe we need to change our business model from one based on gasoline and cigarettes to one where customers choose us based on our products,” Isaka told Bloomberg. To achieve this, the company is building a robust supply chain capable of delivering fresh food to U.S. stores daily, along with seasonal and regionally tailored offerings.
Why are Japan’s 7-Elevens so popular?
Japan’s 7-Elevens, known as confectionery (Convenience stores) are legendary. They were introduced in Tokyo in 1974 and were a huge success. Today, the country has the highest number of convenience stores in the world. In Japan, convenience stores are an essential part of daily life. They not only provide convenience in groceries, but also ATMs, bill payments and Wi-Fi.
Unlike their American counterparts, these stores are known for offering high-quality, fresh and often gourmet food that delights both locals and tourists alike. TikTok has played a big role in spreading the confectionery Model, with countless videos demonstrating the incredible variety of items available:
@aylennpark I could stay here all day if I wanted to 🤣😍 Japanese convenience stores are just on a whole new level!!🤩 #japan #japanese7eleven #japaneseconveniencestore #conveniencestore #tokyo #food #japanesefood #fyp
♬ Original sound – Aylen Park
Viral favorites include:
- OnigiriRice balls filled with various savory fillings
- Pancakes filled with syrup and butter
- Tamago SandoEgg or fruit cream sandwiches
- Peelable fruit gums
- Milk tea
- pudding
- Ice cream cones to go (in unique flavors like grape and crème brûlée)
7-Elevens also offers individual portion sizes, English translations, and microwave options. No wonder people can’t get enough of it!
@shirleyye_ I already miss the great, cheap options for food, drinks and desserts! #japanvlog #japantravel #japan711 #711japan #japanconveniencestore #tokyojapan
♬ Great atmosphere – aApVision
What to expect at the new Japanese-style 7-Eleven
So what can American customers expect from this exciting new menu change? 7-Eleven is launching a range of products that will delight fans of the original confectioneryExamples include chicken teriyaki rice balls, breakfast sandwiches with all the trimmings, miso ramen, and sweet chili crisp wings. Also look out for the mangonada donuts with tajin, barbecue pork sliders, and chicken curry bowls.
“We are constantly developing the range of fresh food in our stores and adapting the offering at each location to the needs and preferences of local customers,” said a 7-Eleven spokesperson. to TODAY.com“Our team draws inspiration from around the world to introduce new items… available in select 7-Eleven, Speedway and Stripes stores nationwide.”
More food news to catch up on:
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