Seven-Eleven Japan, the largest convenience store chain of Japan, is focusing on product development and marketing activities to encourage international visitors to Japan to spend more at stores.
Seven-Eleven was known by international visitors with ‘Egg Sandwich’ when foreign media visiting for Tokyo Olympics posted its deliciousness on SNS. Seven-Eleven Japan’s product development manager Hiroaki Washino said, “It is a symbol item for inbound travelers.” The popularity is going on, and Seven-Eleven Japan is upgrading it with a new value added.
Also, strawberry sweets are very popular. Seven-Eleven Japan revealed that they expect to sell strawberry sweets through a year in 2025 because a supply chain is better established, though it was sold in the limited period in 2024.
フルーツと抹茶、わさびの商品も人気。手前2点は商品名にアルファベット表記を採用。「チョコっとグミ シャインマスカット」は最近の大ヒット商品
Seven-Eleven Japan has been changing product packages for foreigners to understand what the products are. Product description in English were available in 2018, and alphabet names, such as ‘WASABI’ or ‘Matcha,’ has been applied since 2025.
Seven-Eleven Japan said that foreigners’ interests are very similar to what Japanese young generation pay attention to. Sweeping away the stereotyped images, Seven-Eleven Japan reviews a variety of elements for products to attract foreigners’ and Japanese young generation’s attentions.
オペレーション本部 オペレーションサポート部 オペレーション情報 副総括マネジャーの吉村浩司氏
Efforts for inbound travelers lead to an increase in sales by Japanese people
‘Gummy Chocolate Shine Muscat Grape’ was recently a great hit among international visitors. Sales increased by more than 10 times in Osaka area three months after information on the product was shared on SNS. Once a product was a hit on SNS, its sales continues for a while among international travelers because they visit Japan one after another.
Revealing that payments by international visitors were confirmed at 99,4% of all stores nationwide in 2024, Seven-Eleven Japan said, ‘They are sure that efforts for inbound travelers lead to an increase in sales by Japanese people.”
