7-Eleven, Japan’s leading convenience store (konbini), will begin accepting pre-orders for “Spring Doyo no Ushi no Hi” (Day of the Ox) products starting at 10:01 AM on Monday, February 23, 2026. The highlight of this year’s campaign is a luxurious menu featuring eel (unagi) from Kagoshima Prefecture, one of Japan’s premier production regions.
In Japan, there is a traditional cultural practice called “Doyo no Ushi no Hi,” where people eat nutrient-rich eel to pray for good health during the change of seasons. While the summer event is most famous, it also occurs in the spring. In 2026, the Spring Day of the Ox falls on Tuesday, April 21, and Sunday, May 3.
Product Lineup to Savor Kagoshima Eel
This pre-order campaign features a diverse range of products to meet various needs, from extravagant bento boxes to convenient sushi rolls.
Kagoshima Charcoal-Grilled Eel Kabayaki Bento (3/4 Tail)
A satisfying meal featuring three-quarters of a Kagoshima-grown eel. “Kabayaki” is a traditional Japanese cooking method where the eel is grilled and glazed with a sweet and savory soy-based sauce.
- Price: 2,300 yen (2,484 yen incl. tax / approx. $16.56)
- Availability: Nationwide Japan (excluding Okinawa)
- Contents: White rice, eel kabayaki (3/4 tail), dashimaki tamago (Japanese-style omelet), pickled miso radish, sansho pepper, and extra sauce.
- Size: Approx. 13 × 18 × 5.2 cm (5.1 × 7.1 × 2.0 inches)
Grilled over charcoal, the eel is fragrant on the outside and fluffy on the inside.
Kagoshima Charcoal-Grilled Eel Kabayaki Bento (1 Full Tail)
A truly luxurious menu item featuring a whole eel. It is perfect as a special treat for yourself or for a celebratory meal.
- Price: 3,980 yen (4,298.40 yen incl. tax / approx. $28.66)
- Availability: Nationwide Japan (excluding Okinawa)
- Size: Approx. 15 × 18 × 5.2 cm (5.9 × 7.1 × 2.0 inches)
Kagoshima Eel Kabayaki and Grilled Beef Bento
A hearty combination box for those who want to enjoy both unagi and beef.
- Price: 1,950 yen (2,106 yen incl. tax / approx. $14.04)
- Availability: Nationwide Japan (excluding Okinawa)
- Size: Approx. 13 × 20 × 5.2 cm (5.1 × 7.9 × 2.0 inches)
Kagoshima Charcoal-Grilled Eel Kabayaki (Single Item)
This product includes only the eel kabayaki without rice. It is popular as a side dish or as a snack to pair with sake.
- Price: 3,450 yen (3,726 yen incl. tax / approx. $24.84)
- Availability: Nationwide Japan (excluding Okinawa)
- Note: This is a refrigerated product. Please transfer to a separate container before heating.
Chinese Charcoal-Grilled Eel Kabayaki (Single Item)
An option for those who want to enjoy eel at a more affordable price point.
- Price: 1,800 yen (1,944 yen incl. tax / approx. $12.96)
- Availability: Nationwide Japan (excluding Okinawa)
Kagoshima Eel Thick Sushi Rolls (6 pieces)
These thick sushi rolls (Futomaki) feature eel as the main ingredient, making them perfect for a quick lunch or snack.
- Price: 1,140 yen (1,231.20 yen incl. tax / approx. $8.21)
- Contents: Rice cooked with sauce, unagi, thick omelet, kanpyo (dried gourd strips), and cucumber.
- Size: Approx. 22.2 × 9.3 × 4.5 cm (8.7 × 3.7 × 1.8 inches)
Regional and Alternative Menus
The lineup also includes rice bowl (donburi) menus exclusive to specific regions, as well as beef options for those who prefer something other than eel.
“Unatama” Don (Limited to Tohoku and North Kanto)
A rice bowl combining fluffy eggs with charcoal-grilled eel (Chinese origin).
- Price: 1,680 yen (1,814.40 yen incl. tax / approx. $12.10)
- Availability: Tohoku, Tochigi, Ibaraki, and Gunma Prefectures.
“Unatama” Beef Don (Limited to Tohoku and North Kanto)
A stamina-boosting bowl where you can enjoy unagi, egg, and beef all at once.
- Price: 1,450 yen (1,566 yen incl. tax / approx. $10.44)
- Availability: Tohoku, Tochigi, Ibaraki, and Gunma Prefectures.
Beef Sukini Meshi
A bento featuring beef simmered in a sweet and savory sauce. This is a great alternative for those who avoid eel.
- Price: 880 yen (950.40 yen incl. tax / approx. $6.34)
- Availability: Nationwide Japan (excluding Okinawa)
Doyo Mochi
A traditional Japanese sweet (wagashi) eaten on the “Day of the Ox.” It is believed to ward off illness and bring good health.
- Price: 550 yen (594 yen incl. tax / approx. $3.96)
- Contents: Ankoromochi (8 bite-sized rice cakes wrapped in sweet red bean paste).
The Secret Behind 7-Eleven’s “Deliciousness”
7-Eleven has a strong commitment to quality to ensure their unagi stays delicious.
Managed Farming of Kagoshima Eel
The stars of the show are “Katsu-unagi” (high-quality live eel) raised in Kagoshima. At the eel farms, water quality, feed, and health conditions are strictly managed.
Eels raised without stress have a high fat content and soft flesh, resulting in top-tier quality.
Expert Knowledge and the Steaming Process
Specialized factories process each eel according to its size and condition. In particular, the “steaming” process is finely adjusted to create a texture that melts in your mouth.
Charcoal Grilling and Secret Sauce
The “Charcoal-Grilled Eel Kabayaki Bento” is grilled using real charcoal. The far-infrared effect makes the meat fluffy and creates a deep aroma that cannot be achieved with gas flames. The sauce uses traditionally brewed soy sauce and mirin, designed to enhance the natural flavor of the eel.
Trivia About the “Doyo no Ushi” Culture
Knowing more about “Doyo no Ushi no Hi” makes the meal even more enjoyable.
- Meaning of “Doyo”: Based on the Chinese philosophy of the “Five Elements,” it refers to the approximately 18-day period during the change of seasons. It is an important time to prepare your body for the coming season.
- Foods starting with “U”: During the Edo period, it was said that eating foods starting with the letter “U” on the Day of the Ox would prevent illness. Common examples include Unagi (eel), Udon, Umeboshi (pickled plum), and Ushi (beef).
- East vs. West Cooking Styles: In Eastern Japan (Tokyo, etc.), the eel is sliced open from the back and steamed before grilling, resulting in an extremely soft texture. In Western Japan (Osaka, etc.), it is sliced from the belly and grilled directly without steaming, making the skin crispy and fragrant. 7-Eleven adopts the Kanto-style “steamed-and-grilled” method, which is popular with many people.
- High Nutritional Value: Eel is rich in Vitamins A, B-complex, D, and E. It also contains DHA and EPA, which are essential for maintaining health.
Early Pre-orders are Recommended
All “Spring Doyo no Ushi no Hi” products at 7-Eleven are available in limited quantities. Every year, many items sell out before the pre-order period ends.
Pre-orders begin on Monday, February 23, at 10:01 AM. We recommend placing your order early at 7-Eleven stores across Japan or via the 7-Eleven Online Reservation Site. This spring, enjoy traditional Japanese eel cuisine and start building a healthy body.
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