Japanese convenience store giant 7-Eleven is launching the “Eejaro! Hiroshima Fair,” a limited-time event spotlighting the rich food culture of Hiroshima Prefecture. “Eejaro” is a local Hiroshima dialect term meaning “Isn’t it great!” or “Wonderful!”
The fair will run for 14 days, from Tuesday, November 18th to Monday, December 1st, 2025, at 7-Eleven stores in the Chugoku region, primarily in Hiroshima Prefecture. A total of nine different products, from bento boxes to sweets, will be released sequentially, all themed around local ingredients and regional specialties.
In Japan, regional fairs like this are a common sight at convenience stores. They are part of an initiative based on the concept of “chisan-chisho,” which means “local production for local consumption.” The goal is to support local producers and introduce the unique culinary charms of the region to a wider audience.
This fair features a diverse lineup rich in local flavor, including sweets made with milk from “Chichiyasu,” a beloved local dairy company, and bento boxes featuring “Omai Pork,” a Hiroshima brand of pork. Another unique and noteworthy offering is the in-store fried “Momiji Manju,” a classic Hiroshima souvenir.
Now, let’s take a closer look at each of the exciting products.
Product Lineup
Karaage Onigiri Set: Plum & Shiso / Kelp
- Price: 540 yen (583.20 yen with tax)
- Sales Area: Hiroshima, Yamaguchi, Shimane, and Tottori Prefectures
A popular onigiri (rice ball) set that recreates the taste of a beloved local bento shop is back with a new twist. This time, the classic Japanese ingredient kombu (kelp) has been added to the rice ball fillings. A welcome change for the colder season is that it’s now designed to be heated in the microwave for a warm, delicious meal.
Charcoal-Grilled Pork and Black Pepper Rice (Using Hiroshima Pork)
- Price: 648 yen (699.84 yen with tax)
- Sales Area: Hiroshima, Yamaguchi, Shimane, and Tottori Prefectures
A luxurious dish featuring Hiroshima’s brand “Omai Pork.” This pork is raised on a special feed blended with domestic rice, resulting in meat that is less fatty and has a natural sweetness. The pork is grilled over charcoal for a savory aroma, and the kick of black pepper stimulates the appetite. A pat of butter that melts when heated adds an extra layer of richness.
Hiroshima-Style Soy Sauce and Pork Bone Chuka Soba
- Price: 598 yen (645.84 yen with tax)
- Sales Area: Hiroshima, Yamaguchi, Shimane, and Tottori Prefectures
This is a soy sauce and pork bone (tonkotsu) ramen, a local favorite in the Hiroshima City area. The soup is characterized by its mild yet deep flavor, a perfect match between the umami of pork and chicken bone broth and the fragrant aroma of soy sauce. It’s a bowl that lets you experience the depth of Japanese ramen culture.
Tomato Cream Pasta with Hiroshima-Grown Mushrooms
- Price: 550 yen (594 yen with tax)
- Sales Area: Hiroshima, Yamaguchi, Shimane, and Tottori Prefectures
The fourth installment in the popular “Hiroshima Pasta” series, this dish is packed with mushrooms grown in Hiroshima Prefecture. A rich tomato cream sauce, perfect for the cooling weather, clings beautifully to the pasta. The savory aroma of roasted mushrooms makes this a dish that truly feels like autumn.
Hiroshima-Style Okonomiyaki (Nikutama Soba)
- Price: 598 yen (645.84 yen with tax)
- Sales Area: Hiroshima, Yamaguchi, Shimane, and Tottori Prefectures
Hiroshima’s signature soul food, “Okonomiyaki,” is back and better than ever. This hearty dish features layers of pork, cabbage, egg, and Chinese-style noodles. Inspired by the taste of a popular specialty restaurant, it has been improved to enhance the texture of the noodles and egg.
Shira-ae with Hiroshima-Grown Spinach
- Price: 278 yen (300.24 yen with tax)
- Sales Area: Hiroshima, Yamaguchi, Shimane, and Tottori Prefectures
Shira-ae is a traditional Japanese side dish made with mashed tofu and vegetables. This version uses spinach from Hiroshima Prefecture and is finished with a slightly sweet seasoning favored in the region. It has been updated to bring out an even richer dashi flavor.
Setouchi Lemon Butter Cake (Using Hiroshima Rice Flour)
- Price: 178 yen (192.24 yen with tax)
- Sales Area: Hiroshima, Yamaguchi, Shimane, and Tottori Prefectures
A local take on the butter cake, a well-known Hiroshima souvenir, this version is flavored with “Setouchi Lemon,” a famous local product. The use of rice flour from Hiroshima Prefecture gives it a wonderfully moist texture. The refreshing aroma of lemon cuts through the rich butter flavor.
Milk Pudding Topped with a Whole Milk Daifuku (Using Chichiyasu Milk)
- Price: 298 yen (321.84 yen with tax)
- Sales Area: Hiroshima, Yamaguchi, Shimane, and Tottori Prefectures
This uniquely named sweet is made with plenty of milk from “Chichiyasu,” a dairy company that has been loved in Hiroshima for many years. A smooth milk pudding is topped with a whole, chewy milk Daifuku (a soft rice cake with filling). It’s a luxurious dessert with a delightful combination of different textures.
Freshly Fried Momiji Manju
- Price: 184 yen (198.72 yen with tax)
- Sales Area: Hiroshima Prefecture (Limited quantities)
The quintessential Hiroshima souvenir, “Momiji Manju,” is fried right in the store’s fryer. Momiji Manju is a maple-leaf-shaped baked cake, typically filled with sweet red bean paste. Frying it fresh gives it an irresistible texture that’s crispy on the outside and moist on the inside. The combination of the fragrant dough and sweet bean paste is an addictive treat.
If you have the chance to visit Hiroshima or the surrounding area during this period, why not stop by a local 7-Eleven and experience the unique flavors of Hiroshima?
※Prices may vary by store.
※Products are available while supplies last.
※Some stores may not carry these products.
※For details on sales areas, please check https://www.sej.co.jp/products/area/.
※Information is current as of the fair’s start date. Please check the official website for the latest information.