7-Eleven Japan is launching the “Discover the Culinary Charms of Miyagi & Yamagata! Fair,” a campaign that brings together the special flavors of the Tohoku region. This campaign will run from Tuesday, November 18, 2025, exclusively at 7-Eleven stores in the five Tohoku prefectures (Aomori, Iwate, Miyagi, Akita, and Yamagata) and select York-Benimaru stores within Miyagi and Yamagata.
The fair is based on the concept of “chisan-chisho” (local production for local consumption), a cherished principle in Japanese food culture. It will feature eight special products made with seasonal ingredients nurtured by the rich natural environments of Miyagi and Yamagata prefectures.
A portion of the sales will be donated to Miyagi and Yamagata prefectures to help address local challenges. It’s a wonderful initiative that allows you to support the region just by enjoying delicious food.
Now, let’s take a look at each of the exciting products.
Product Lineup
Beloved Tohoku Limited: Sanriku Wakame Onigiri
- Price: 128 yen (138.24 yen including tax)
- Features: “Onigiri” (rice balls) are a staple of Japanese convenience stores. This onigiri is generously packed with fresh “wakame” (seaweed) harvested from the Sanriku coast. By freezing the seaweed immediately after harvest, it retains its original flavor and a thick, springy texture. A “dashi broth” made from bonito, kelp, and shiitake mushrooms adds a gentle umami flavor.
Seri and Steamed Chicken with Dashi Soy Sauce
- Price: 358 yen (386.64 yen including tax)
- Features: “Seri” (a type of Japanese parsley) is a specialty of Miyagi Prefecture and a particularly popular vegetable in winter. You can enjoy its unique aroma and crisp texture. In this salad, tender steamed chicken and seri are dressed with a flavorful dashi soy sauce. It’s a refreshing dish that lets you experience the deep flavor of this Japanese herb.
Tohoku Limited Seri Soup
- Price: 418 yen (451.44 yen including tax)
- Features: This is another warm soup featuring “seri” as the main ingredient. Fresh seri is added just before eating to maximize its vibrant aroma. Its elegant and clean flavor, reminiscent of Japanese home cooking, will warm you up.
Zunda & Whipped Cream Puff
- Price: 250 yen (270 yen including tax)
- Features: “Zunda” is a traditional sweet paste from the Tohoku region made by crushing “edamame” (young soybeans). This cream puff is filled with a flavorful zunda cream made from Miyagi-grown edamame and a whipped cream using the famous “Rakuo Milk” from Fukushima Prefecture. The gentle sweetness and slight saltiness of the zunda create an exquisite balance.
Butter Pilaf Onigiri with Funagata Mushrooms
- Price: 158 yen (170.64 yen including tax)
- Features: Funagata Town in Yamagata Prefecture is famous for its mushrooms. This onigiri is a butter pilaf that lavishly uses those Funagata mushrooms. The rich aroma and umami of the mushrooms infuse the rice, and the cooking liquid is also added to ensure you can taste the mushroom flavor in every bite.
Supervised by Ryu-Shanghai Honten: Akayu Spicy Miso Ramen
- Price: 648 yen (699.84 yen including tax)
- Features: A ramen bowl supervised by “Ryu-Shanghai,” a wildly popular ramen shop in Yamagata Prefecture. The chewy, thick noodles pair perfectly with a miso soup rich in the umami of chicken and dried sardines. It’s characterized by the “karamiso” (spicy miso paste) on top, which you dissolve as you eat, creating an addictive, garlicky spiciness.
Dadacha-mame Shinjo and Sendai-fu Stew
- Price: 328 yen (354.24 yen including tax)
- Features: “Dadacha-mame” is a special type of edamame, exceptionally sweet and aromatic, grown only around Tsuruoka City in Yamagata Prefecture. This dish features “shinjo” (a type of fish cake) made by grinding dadacha-mame and mixing it with minced white fish, stewed with “Sendai-fu” (a type of wheat gluten) that has soaked up plenty of dashi broth. It has a gentle, comforting flavor familiar in Japanese homes.
Square Sandwich with La France Jam & Whipped Cream
- Price: 170 yen (183.60 yen including tax)
- Features: Yamagata Prefecture is Japan’s top producer of the “La France” pear. A jam that captures its rich aroma and deep sweetness is mixed with whipped cream and tucked between fluffy bread slices. It’s the perfect dessert sandwich, with a hint of tartness within its sweetness.
If you find yourself visiting the Tohoku region during this time, be sure to stop by a local 7-Eleven to experience these special, regional flavors for yourself.