“What did you eat for breakfast today?” Many people might answer with just a rice ball or a piece of bread. In the rush of the morning, the desire for a quick and easy meal is completely understandable. However, an amazing initiative has begun in a certain Japanese city that adds a touch of color—that “one extra dish”—to this dietary routine. The stage for this revolution is none other than the familiar convenience store. This endeavor, a team-up between Iruma City in Saitama Prefecture and 7-Eleven to support citizens’ health in a unique way, might just change our conventional wisdom about our daily meals.
Why the Convenience Store? A New Approach that Aligns with Citizens’ Lifestyles
Behind this initiative is a somewhat shocking fact. A survey conducted by Iruma City in Reiwa 4 (2022) revealed that 31.8% of its citizens eat almost no side dishes for breakfast. While the local government had previously held health seminars, it faced the challenge of its message not reaching the very people it wanted to inform: “the segment of the population with little interest in health.” That’s when the spotlight turned to the “convenience store,” a place frequented daily by many citizens, regardless of age or gender.
For a limited time, from October 1st to October 31st, 2025, a campaign named “Yasai-dori” (a term that can be translated as “get your veggies”) has been launched at 7-Eleven stores within Iruma City, Saitama. This is a groundbreaking nutritional education measure that prompts customers who come in to buy rice balls or bread to consider, “How about some vegetables to go with that?”
The Magic of “One More Dish” Guided by POP Displays
The stars of this campaign are the two types of “Yasai-dori” POP (Point of Purchase) displays posted within the stores. Seeing messages like “Add one more vegetable dish to your usual meal” near the bento and rice ball shelves might just inspire you to wander over to the salad and prepared foods section. This can be seen as a very clever strategy that applies “nudge theory,” which encourages people’s behavior with a gentle push.
The interesting thing about these POP displays is that they don’t just encourage purchases. The displays feature a QR code that, when scanned with a smartphone, links to Iruma City’s special website, “Iruma Vege-Katsu—Quick and Easy Vegetable Recipes.”
Easy on Your Smartphone! “Pa-patto” Recipes from Registered Dietitians
The special website features a variety of easy and delicious vegetable recipes created by registered dietitians from the city’s Health and Welfare Center. The concept is thoroughly practical: “things you can make right away with items bought at a convenience store.” By utilizing pre-cut vegetables, salad chicken, and prepared side dishes, these recipes, which can literally be made “pa-patto” (in a snap), are a lifesaver for those who aren’t confident in their cooking skills or are short on time. While information from the government can sometimes have a stuffy image, this initiative is incredibly friendly, catering to what citizens “can do.”
Iruma City’s Challenge to a Nationwide Issue
In truth, a lack of vegetables is not a problem unique to Iruma City. According to the Reiwa 5 (2023) “National Health and Nutrition Survey” conducted annually by the country, the average daily vegetable intake for adults (20 and over) in Japan is 256.0g. This is still far from the target of 350g. The trend of younger generations moving away from vegetables is particularly serious, with intake among men showing a decline over the past decade. The fact that Iruma City, a local municipality, has taken on this national challenge by involving convenience stores—the most accessible piece of daily infrastructure—is highly significant. This unique public-private partnership holds the potential to become a new model for health promotion for other regions in Japan.
The Charm of Iruma City: A Town Where Tradition and Innovation Coexist
The backdrop for such a progressive initiative is the unique character of Iruma City. Located in the Tokyo metropolitan area, Iruma is home to beautiful tea fields and is a major producer of “Sayama Tea,” one of Japan’s three great teas. While cherishing this historic traditional culture, the city also embraces modern and cosmopolitan spots like the stylish “Johnson Town,” with its rows of former U.S. military houses, and the large “Mitsui Outlet Park Iruma.” This diversity is the very charm of Iruma.
Furthermore, in 2022, Iruma City was selected by the Cabinet Office as an “SDGs Future City” and has adopted the vision of being a “‘Well-being City Iruma,’ a future co-creation city where health and happiness can be felt.” The city is serious about considering the spiritually rich lives of each and every citizen. It is this attitude that likely gives birth to warm and fresh ideas like this “Yasai-dori” campaign.
Your usual convenience store is transforming into a place that provides a small opportunity to think about your health. This wonderful change is starting from Iruma City, Saitama. The campaign is for a limited one-month period, from October 1st to October 31st, 2025. If you have the chance to visit Iruma City during this time, be sure to stop by a 7-Eleven and look for the “Yasai-dori” POP displays. A wonderful encounter that adds a delicious and healthy vegetable dish to your lunch might just be waiting for you.
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