From March 5 to March 7, 2026, 7-Eleven stores across Japan (excluding Hokkaido) will hold a 3-day limited-time “Onigiri & Sushi Super Sale,” offering rice balls and sushi at incredible prices. This campaign, affectionately known as “Asa Seven” (Morning 7), takes place exclusively for six hours daily, from 5:00 AM to 11:00 AM. Japanese convenience stores, or Konbini, are world-renowned for providing high-quality snacks 24/7, and this sale is the perfect opportunity to enjoy these authentic Japanese flavors at an even better value.
Special 3-Tier Pricing Only During Morning Hours
This sale features a straightforward system where three fixed prices are applied based on the product’s original retail price (excluding tax). Even premium items that might usually feel like a splurge can be purchased at a significant discount during this period.
The specific pricing tiers are as follows:
- Products originally 170 yen (approx. $1.14) or less: 100 yen (108 yen incl. tax / approx. $0.72)
- Products originally 180 yen to 239 yen (approx. $1.21–$1.60): 150 yen (162 yen incl. tax / approx. $1.08)
- Products originally 240 yen to 359 yen (approx. $1.61–$2.40): 200 yen (216 yen incl. tax / approx. $1.44)
For example, a luxury onigiri or sushi pack originally priced at 350 yen (approx. $2.34) will see a discount of over 150 yen (approx. $1). Please note that items originally priced at 360 yen (388.80 yen incl. tax / approx. $2.60) or more are excluded from this sale, so checking the price tags is recommended.
A 5:00 AM Rush: Perfect for Commuters and Travelers
The sale is only applicable for six hours, from 5:00 AM to 11:00 AM. This timing is incredibly convenient for travelers getting an early start or for people heading to work or school.
You can even stock up on onigiri or sushi during the morning to save for your lunch later. However, please be aware that stock is limited at each store, and popular fillings are likely to sell out quickly. If you have a specific item in mind, it is wise to visit a store as early as possible.
Eligible Products and Important Notes
The items eligible for this super sale include onigiri and sushi found on the room-temperature shelves or in the refrigerated cases. This covers a wide range of 7-Eleven’s signature products, including hand-rolled onigiri, direct-wrapped onigiri, and packaged items like inari sushi and sushi rolls.
Onigiri (Rice Balls) are a Japanese soul food crafted with unique care, such as the “Hand-Rolled” (Temaki) type with its crispy seaweed texture, or the “Direct-Wrapped” (Jikamaki) type where the rice and filling blend perfectly together.
Please keep the following points in mind:
- Frozen onigiri and frozen sushi sold in freezer cases are not eligible.
- Product specifications and lineups may vary by region within Japan.
- New products released during the sale period will be discounted based on their scheduled post-sale retail price.
Even Greater Savings with Coupons and “Eco-da-ne” Discounts
This sale can be combined with discount coupons distributed through the official 7-Eleven app and other platforms. This allows you to purchase items at an even lower price than the sale rate, making it exceptionally economical.
Additionally, the “Eco-da-ne” stickers—discounts applied to items approaching their expiration date to reduce food waste—can also be used in conjunction with the sale prices. This allows you to support the sustainable initiatives of Japanese Konbini while being kind to your wallet.
A Big Morning Event Nationwide (Excluding Hokkaido)
The “Onigiri & Sushi Super Sale” will be held at 7-Eleven stores across Japan, with the exception of Hokkaido. The three days starting March 5 are an event worth changing your morning routine for.
Experience 7-Eleven’s meticulously crafted onigiri and sushi as a breakfast to kickstart your day during this seasonal transition. Don’t forget that it is a limited sale ending at 11:00 AM, so head to the lively atmosphere of a store early in the morning!
Start your day with Morning 7! 5 AM – 11 AM Only: Onigiri & Sushi Super Sale | 7-Eleven Japan 🇯🇵
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