A special event featuring the rich bounties of the sea, the “Gohiiki! Sanriku-Joban Campaign,” is currently being held at 7-Eleven stores in the Tohoku region and Ibaraki Prefecture in northeastern Japan. This limited-time event runs from March 3 to March 16, 2026. During this period, a selection of onigiri (rice balls), noodles, and side dishes made with carefully selected ingredients from the Sanriku and Joban areas will be available at participating stores.
This campaign is a project led by Japan’s Ministry of Economy, Trade and Industry (METI). Its goal is to allow more people to experience the attractive local specialties and food culture of the Sanriku and Joban areas, which are not yet widely known globally. The target regions include 7-Eleven stores in Aomori, Iwate, Miyagi, Akita, Yamagata, and Fukushima Prefectures in northeastern Japan, as well as Ibaraki Prefecture. If you see the dedicated campaign displays in-store, it’s your chance to taste these local treasures.
Savor “Sanma” from Ofunato, Iwate! Onigiri and Side Dishes
Menus featuring “Sanma” (Pacific Saury) landed at Ofunato Port in Iwate Prefecture are drawing significant attention. You can easily enjoy Sanma, a beloved autumn delicacy in Japan, through these convenient konbini (convenience store) foods.
Ofunato Port Sourced Sanma Mixed Rice Onigiri
- Price: 200 yen (216 yen incl. tax / approx. $1.44)
- Allergens: Egg, Milk, Wheat
- Features: Uses fresh Pacific saury landed at Ofunato Port. This onigiri is served in a “maze-gohan” (mixed rice) style, where the savory flavor of the fish is infused throughout the rice.
This dish offers a perfect harmony between the aromatic grilled flavor of the Sanma and the sweetness of the rice. By using the mixed rice style, you can enjoy the blessings of the sea from the first bite to the last. Even during a busy lunch break, you can feel the vibrancy of a Japanese port town.
Ofunato Port Sourced Sanma Nanban-zuke
- Price: 358 yen (386.64 yen incl. tax / approx. $2.58)
- Allergens: Milk, Wheat
- Features: A traditional Japanese side dish where fried Pacific saury is finished with a sweet and sour “Nanban-su” (vinegar sauce).
Perfect as a side dish for dinner or a snack to go with alcohol. The tangy sauce brings out the best qualities of the Sanma. It also includes vegetables, making it a recommended menu item for those conscious of nutritional balance.
Luxury Onigiri with Miyagi Seaweed and “Raw Pollock Roe”
Japan’s soul food, the onigiri, is combined here with premium seaweed and high-quality fillings.
Hand-rolled Onigiri: Raw Pollock Roe with Miyagi Seaweed
- Price: 215 yen (232.20 yen incl. tax / approx. $1.55)
- Allergens: None
- Features: Uses highly aromatic seaweed from Miyagi Prefecture. The filling features a generous amount of fresh “Nama-tarako” (raw pollock roe).
The scent of the crisp Miyagi seaweed is truly luxurious. It pairs perfectly with the high-quality raw pollock roe. Unlike grilled roe, this features a smooth texture and deep richness. Because of its simple composition, the high quality of the ingredients is conveyed directly.
Cream Pasta Using “Shirasu” from the Joban Coast
Western-style dishes featuring ingredients from the Joban area, which borders Ibaraki and Fukushima Prefectures, have also been introduced.
Joban Coast Sourced Shirasu and Fluffy Mentaiko Cream Pasta
- Price: 598 yen (645.84 yen incl. tax / approx. $4.31)
- Allergens: Egg, Milk, Wheat
- Features: Topped with “Shirasu” (whitebait) landed off the Joban coast. A light and airy mentaiko (pollock roe) cream pasta.
The light and creamy mentaiko sauce coats the pasta perfectly. The addition of salty shirasu adds a wonderful aroma of the sea. This dish allows you to experience Japan’s unique “Wafū (Japanese-style) Pasta” culture.
Enjoy Sanriku Seaweed in “Hama Ramen” and Dashi Salad
These menus make abundant use of seaweed grown in the rich waters of Sanriku. This lineup is also suitable for health-conscious diners.
Seafood Umami Hama Ramen
- Price: 598 yen (645.84 yen incl. tax / approx. $4.31)
- Allergens: Egg, Wheat, Buckwheat, Shrimp, Crab
- Features: Uses “Wakame” seaweed from Sanriku and “Mekabu” (root of wakame), which has a unique sticky texture.
Characterized by a soup rich in seafood dashi (broth) and a generous amount of seaweed. With every bite, the scent of the ocean spreads through your mouth. The unique texture of the mekabu melts into the soup, pairing excellently with the noodles. A single bowl makes you feel as if you are traveling along the Sanriku coastline.
Seaweed and Grated Radish Dashi Jelly Salad
- Price: 298 yen (321.84 yen incl. tax / approx. $2.15)
- Allergens: Wheat
- Features: Uses “Akamoku” seaweed from Matsushima Bay and mekabu from Sanriku. Served refreshingly with grated radish and a “Dashi Jelly” made from broth.
The inclusion of the rare Akamoku seaweed is a highlight. You can enjoy a variety of textures, from crunchy to sticky. The grated radish and dashi jelly tie everything together elegantly for a very light finish.
Easy to Enjoy at Home! Seven Premium Grilled Sanma
7-Eleven’s private brand, “Seven Premium,” also offers a special region-exclusive grilled fish.
Seven Premium Grilled Pacific Saury with Salt
- Price: 298 yen (321.84 yen incl. tax / approx. $2.15)
- Allergens: None
- Features: Pacific saury landed at Ofunato Port, carefully grilled to perfection.
Simply heat it in the microwave to enjoy traditional Japanese grilled fish. The perfect amount of salt brings out the savory fat of the Sanma. It pairs exceptionally well with white rice and is a great ally for busy people today.
Region-exclusive campaigns offer special experiences that can only be tasted in that specific place and time. Please visit your local 7-Eleven to experience the ingredients prepared with care by the producers of Japan’s Sanriku and Joban regions.
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