Japanese merchants escalate eel sales in preparation for the Day of the Ox
**Japanese Retailers Ramp Up Sales Campaigns for Midsummer Eel Dishes Amid Inflation**
The midsummer Day of the Ox, traditionally a day for eating eel to combat summer heat in Japan, is approaching, and retailers are adapting to the current economic climate by offering diverse and affordable eel dishes. One such retailer, Aeon Retail Co., has procured a record 110,000 super-extralarge eels for the sales campaign, aiming to cater to both luxury buyers and budget-conscious consumers.
Aeon Retail Co. has maintained the price for super-extralarge grilled eels at 3,866 yen, the same as last year, while also offering affordable alternatives such as rice balls with tempura fried eel for 1,118 yen. This strategic move allows consumers to enjoy eel dishes without breaking their budgets, even in the face of persistent inflation in Japan.
Other retailers, such as Daimaru Matsuzakaya Department Stores Co., are offering a wide range of eel dishes at their flagship stores. High-end eel meals are available for those seeking a luxurious dining experience, priced around 5,000 yen, while more affordable options are also available for those who prefer a more budget-friendly choice.
Innovative eel dishes, such as unagi sushi and tempura, have been introduced to complement the traditional kabayaki and shirataki styles. These variations offer consumers a chance to explore new tastes while still enjoying the cherished cultural custom of eating eel during the midsummer Day of the Ox.
To further attract customers, retailers are launching point collection campaigns and collaborative promotions across numerous restaurants, souvenir shops, and accommodations. These initiatives aim to draw in more customers and tourists during the festival season.
Aeon Retail Co.'s bulk buying of eels has helped curb procurement costs, allowing them to maintain stable prices despite inflation. This, along with the diverse lineups of eel dishes on offer, ensures that the cherished cultural custom of eating eel during the midsummer Day of the Ox remains accessible and enjoyable for all.
- The food-and-drink industry in Japan is responding to inflation by offering diverse and affordable eel dishes, such as the affordable rice balls with tempura fried eel from Aeon Retail Co.
- With the midsummer Day of the Ox approaching, luxury buyers and budget-conscious consumers alike can enjoy eel dishes in various styles, including unagi sushi and tempura, which have been introduced by retailers like Daimaru Matsuzakaya Department Stores Co.
- In an effort to attract more customers especially during the festival season, retailers are leveraging the popularity of eel dishes by launching point collection campaigns, collaborative promotions, and partnerships with souvenir shops and accommodations.
