Lawson convenience stores up-sizing several items by 47 percent, but for the same price, for February

The move is intended to provide relief from rising prices.

Last year saw a relentless assault of rising prices of just about everything, but the most serious effects have been seen in food prices. According to a survey by Teikoku Databank, over 20,000 food items from 105 companies went up by an average of 14 percent in 2022.

It’s far from over either as an additional 7,390 items are expected to go up in price by this April, with February looking to be the worst month with over 4,000 food-related price hikes. It’s going to be an unpleasant month for shoppers in Japan, but major convenience store chain Lawson is offering some relief by bucking this trend and increasing the size of 12 products by 47 percent at no extra charge.

【2/6から順次！】
「日本全国47都道府県ハピろー！計画」の商品発表会がありました♪価格据え置きで重量約47%増「盛りすぎ」の商品が続々発売されます。楽しみです(^^) #ローソンhttps://t.co/Grl8gO6LcG pic.twitter.com/3covet2Uiw

— ローソン (@akiko_lawson) January 30, 2023

For each of the three full weeks in February, four items will be given the enlargement treatment, occasionally with comical results. Starting on 6 February, Lawson’s Nama Gateau Chocolat will be considerably fatter for the same price of 235 yen (US$1.80). Likewise, their Neapolitan Spaghetti, Tuna & Mayonnaise Onigiri, and Yakisoba Rolls will be given weight increases of 47 percent for no extra charge.

▼ Before and after pictures of each item

Then, from 13 February, Lawson’s Fried Rice & Yakisoba Bento will be 47 percent heavier, as will their Cheeseburger, with a 47 percent-larger patty, and Teriyaki Burger, which will become a Double Teriyaki Burger for the week. Also, one of Lawson’s most famous snacks, the Premium Roll Cake which is known for its almost absurd amount of cream, will be given a 47-percent boost in cream to the point that it’s overflowing from the top.

Finally, from 21 February, Lawson’s already beefy Thick Cheeseburger will become 47 percent beefier for no extra charge. Their Crispy and Juicy Hotdog will also swell by 47 percent and their Chorizo Sausage Buns will be given an additional sausage. Last but not least, starting 20 February their Custard Cream Puffs will be injected with 47 percent more custard cream, so be careful not to make a mess while eating it.

It’s a welcome change of pace from foods constantly getting smaller and more expensive, and online reactions have been generally positive.

“This is the best kind of campaign you could think of.”
“That roll cake is nuts.”
“When I saw the pictures, I thought it was a joke.”
“That made me smile.”
“Those pictures look even more than 47 percent bigger.”
“I thought Lawson Yakisoba Rolls were already too big.”
“I hope 7-Eleven is watching this.”
“I want that roll cake!”

From a business perspective, it would have been cheaper for Lawson to just discount the existing items for the month and the overall benefit to the customer would be the same. But taking that extra step of supersizing their foods makes a much bigger impact on people, especially these days.

I’m just a little bummed they didn’t include their melon pan in this campaign. Those are really good and it would’ve been cool to see one the size of half a volleyball.

Source: Lawson, Impress Watch, My Game News Flash
Top image: Twitter/@akiko_lawson
Insert images: Lawson
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Every PreCure magical girl ever now appearing on awesome anime digital mural in Tokyo【Pics, vid】

The PreCure franchise celebrates its 20th anniversary while looking ahead to its newest arc.

The very first PreCure anime was titled Futari wa Pretty Cure, which translates to “The Two of Them Are Pretty Cure.” At the time, it made perfect sense, as the franchise kicked off with a focus on characters Nagisa and Honoka, whose magical alter egos are Cure Black and Cure White.

In hindsight, though, saying “The Two of Them Are Pretty Cure” feels pretty ironic. The number of Cures is now up past 60, and that’s about to climb even higher with the anime’s newest arc, Hirogaru Sky! Pretty Cure, set to premiere this month. For a lesser franchise, this proliferation of protagonists might have presented a problem, since there’s a digital mural in Tokyo right celebrating PreCure’s 20th anniversary. With so many characters, how do you choose who to include?

But this is PreCure, and so the answer is you include everyone.

The massive mural is located in the East-West connecting passage of JR Shinjuku Station, on the screens of the LED signage wall called Shinjuku Wall 456. With Shinjuku being the busiest train station in the world, you’ll want to avoid rush hour if you’re hoping to take unobstructed photos like these, and thankfully the display is powered on from 5 a.m. to midnight.

Not only does the presence of each and every Cure mean that fans are guaranteed to find their favorite waiting for them, it also gives you a chance to look back on two decades of character design trends and aesthetic evolutions within the PreCure franchise.

And the fact that this is a digital mural allows for some very cool visual flourishes. PreCure may be the most popular modern-day magical girl series, but it still carries on the genre’s tradition of transformations, and the highlight of the Shinjuku Station display is when the collected Cure crew performs theirs in sequence, like seen in the videos below, set to one of the series’ rousing theme songs.

新宿、プリキュアの広告が圧巻だったわ…… pic.twitter.com/gHjUvv7WPt

— 龍華＠2/12東5ハ89a (@EnterUnite) January 30, 2023

【速報】ＪＲ新宿駅にプリキュアの20周年記念特大広告が出現！歴代一人一人の変身シーンが今だけ見れる！pic.twitter.com/w7t9kfLZF0

— 2ちゃんねる迷言集 (@mg2b5) January 30, 2023

The digital mural will be on display until February 5, the same day that Hirogaru Sky! Pretty Cure makes its Japanese TV debut. In the meantime, because of how huge the display is, in order to show you the whole thing we’re going to have to turn our photos on their sides, and ask you to do the same with your screen, but we think you’ll agree it’s an inconvenience worth putting up with for anime art as awesome as this.

Photos ©SoraNews24
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7-Eleven’s new Ebiten tempura shrimp rice ball is premium in both taste AND cost

7-Eleven’s lastest onigiri creation is our reporter’s new favourite rice ball.

Our reporter Ahiruneko is a big fan of tenmusu, a specialty from Nagoya. Tenmusu is a ball of rice wrapped in a sheet of nori (seaweed), with a deep fried tempura shrimp in the middle. While it’s technically considered an onigiri, or rice ball, it doesn’t quite feel right to call it that; it’s more like an evolved, super onigiri that makes you want to shake the hand of whoever invented it.

▼ With a blanket of nori surrounding it and the fried shrimp demurely poking out at the end… the Tenmusu is definitely not your run of the mill onigiri

But while Ahiruneko is a self-professed tenmusu-a-holic, he’s always felt like there’s an opportunity for improvement. Seeing as the tenmusu already deviates so much from your regular rice ball, why not take it even further and make it even more advanced?

As luck would have it, someone at 7-Eleven thinks in the same way that Ahiruneko does, and the convenience store recently released a rice ball called the Ebiten (shrimp tempura), rendered in English as ‘Shrimp, Sweetened Soy Sauce’. The Ebi-ten has been on sale at stores in Saitama, Chiba, Tokyo, and Kanagawa since January 24, 2023.

While it isn’t exactly the same as Ahiruneko’s beloved tenmusu — for a start, the sheet of nori doesn’t cover the whole rice ball — there was a particular element that caught our reporter’s attention —

▼ Not one, not two, but three tempura shrimps!

Yes, 7-Eleven’s new Ebiten comes with three whole tempura shrimp attached. “Just who on earth would be crazy enough to come up with such a magical modification?” Ahiruneko mused, before deciding it was probably someone who was as crazy about tenmusu as he was. They probably had a secret underground codename, like the Mad Shrimp Scientist.

Like some sort of rice-based Frankenstein, the creator of this Ebiten had removed the shrimp, usually found on the inside of the rice ball, and stuck it on the outer layer. The exposed shrimp was kept attached to the rice ball via a thin layer of nori, like some sort of edible band-aid. It was a tenmusu, but at the same time it wasn’t.

But on top of the unusual arrangement of the onigiri was the addition of a delicious sauce that the tempura was coated in. It was a thick, sweet sauce that you could never tire of no matter how much you ate.

There was also some shiso (perilla mint leaves, a.k.a. Japanese basil) hidden underneath everything, but Ahiruneko’s attention was so taken up by the sheer volume of shrimp included in this rice ball that he didn’t really have anything in particular to say about the leaves. They were probably a nice accent to the shrimp.

Sure, if you’re looking for an orthodox tenmusu like the ones they make in Nagoya, you can probably get a more authentic one at a fancy supermarket or something, but that’s not what Ahiruneko was looking for. To him, this Ebiten was the perfect arrangement of shrimp tempura and rice. He had absolutely nothing negative to say about the Ebiten’s taste, except for…

▼ … the price!

The Ebiten costs a whopping 324 yen (US$2.49) which, when you consider that regular onigiri at convenience stores usually cost around 150 yen, seems almost a ridiculous amount to pay for a single rice ball.

Still, even over a traditional tenmusu, Ahiruneko would rather eat an Ebiten. The power of the extra tempura shrimp can’t be underestimated, clearly.

Photos © SoraNews24
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What exactly is the treat known as a “kougnané” that’s sold outside Tokyo’s Yurakucho Station?

We learn the origin of this unique pastry sold in one of Tokyo’s bustling commercial districts. 

It’s been a while since our zany Japanese-language reporter Mr. Sato has visited the Yurakucho area just south of Tokyo Station on the Yamanote Line. He used to go there at least once per year, decked out in all manner of craziness to celebrate the release of each new iPhone model. However, due to covid restrictions, the release of new iPhones are no longer accompanied by big ceremonies featuring famous celebrities.

 

Just outside of JR Yurakucho Station’s entrance he spotted a cute brick building called Kougnané that opened in late 2021. He didn’t have any idea what it was–that’s how out of the loop he was.

This discovery piqued his interest. First and foremost he wanted to know: What in the heck is a kougnané? Is it related to the Italian maritozzo that was all the rage not so long ago? It definitely appeared to be some kind of pastry with a filling. He gleaned from a sign that it also came in two different versions–a regular one for 320 yen (US$2.50) and a chocolate one for 400 yen.

In true investigative journalist fashion, Mr. Sato purchased two of each kind and took them home for closer inspection (he hopes you appreciate his ongoing efforts in the area of gastronomic journalism in particular).

▼ These photos don’t really do justice to their size. They were maybe about the size of a cylindrical external battery.

A little explanatory note on the box informed him that the kougnané (which is pronounced “kunyane”) actually has its humble origins at a bakery called Tamakitei in Kyoto Prefecture’s Uji City, a place usually famous for green tea. In the center is custard mixed with fresh cream.

As Mr. Sato set about trying the regular version first, he noticed how the dough was expertly shaped into a kind of woven pattern. It was also pleasantly hard. When he took a bite, it was almost as if the crust had burst open and broke into many little pieces. The plentiful cream combined with a butter flavor resulted in a sweet aftertaste.

The chocolate version was similar but with the addition of a chocolate coating and sliced almonds scattered on top.

While Mr. Sato usually enjoys chocolate versions of these kinds of pastries, he was surprised to realize that he actually liked the regular kougnané better. Perhaps it was because he could better enjoy the interesting texture of the dough as he bit into it. It wasn’t exactly crispy or crunchy but was its own unique texture that you would only know if you tried it for yourself.

While the kougnané turned out to be a Japanese invention, Mr. Sato couldn’t help but wonder if it would sell well overseas. Maybe he should try bringing some maritozzi, bomboloni, and kougnané on his next travels abroad and see which one the locals respond to the most.

Store information
Kougnané / クニャーネの店
Address: Tokyo-to, Chiyoda-ku, Yurakucho 2-8-5
東京都千代田区有楽町 2-8-5
Open: 10 a.m.-9 p.m. (or until sold out)

Reference: Kougnané
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Famichiki Pancake Steamed Buns take Japanese convenience store food to a whole other level

We’ve never had fried chicken pancakes quite like this before.

When you’re hungry for comfort food at a Japanese convenience store, there are a lot of options to choose from, but for many, it’s Family Mart’s Famichiki that they keep returning to time and time again.

Family Mart’s famous fried chicken is tasty enough on its own, but this month, the chain is encouraging us to pair the Famichiki with an unlikely partner: Hotcake Steamed Buns.

▼ Famichiki on the right, Hotcake Steamed Buns on the left.

These steamed buns, produced in collaboration with Morinaga, first appeared at Family Mart for a limited time a year ago, but now they’re back, better than ever, with fermented butter from Hokkaido and extra egg yolk in the mix, making for an extra rich and fluffy experience.

▼ While they’re sold individually, it’s a good idea to buy two at a time, because that way…

▼ …you can sit them on top of each other for an epic pancake mountain!

These hotcakes are far thicker than ordinary pancakes, as they’re part-pancake, part-steamed bun. However, there’s a surprise waiting inside, as these pancake steamed buns are filled with sweet, gooey, syrupy maple syrup.

This sauce doesn’t just go well with pancakes — it also goes well with fried chicken, so once you’ve popped a Famichiki in the middle of it all, you’ll unlock the “Forbidden Famichiki Sandwich“.

It’s a heavy sandwich that’s calorie-rich, but on cold winter days, it’s an indulgence worth treating yourself to.

The soft, smooth pancake buns ease you into the crunch of the Famichiki with every bite, while the maple syrup sings out with its strong notes, adding a delectable sweetness to the savoury components.

Heating it in the microwave for about 30 to 40 seconds amps up the flavour while enhancing the soft mouthfeel of the bun, creating a moreish snack that’s one of the best things we’ve ever had at Family Mart.

Priced at 160 yen (US$1.23) each, these unusual pancake buns are so affordable we’re tempted to stock up on them over winter, and we won’t be able to resist pairing them with whiskey at the Family Mart bar in Kyoto!

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Uniqlo collaborates with director Sofia Coppola to celebrate 25th anniversary of her debut

Uniqlo’s latest collection of apparel features quotes and images from some of Coppola’s biggest films.

Japanese fashion brand Uniqlo has a history of hit collaborations. Whether it’s big international fashion brands like Alexander Wang or fast food franchises like McDonald’s, there seems to be no end to the number of team-ups the fashion giant can take part in.

That brings us to Uniqlo’s latest partnership, with internationally renowned American filmmaker and actress Sofia Coppola. Film fans will know Coppola from her directorial work on movies like Marie Antoinette, The Bling Ring and Lost in Translation. The daughter of legendary director Francis Ford Coppola, Sofia is a huge star in her own right, winning an Oscar and a Golden Globe for her work on Lost in Translation.

Coppola made her director and screenwriter debut in 1997 with The Virgin Suicides, and the collaboration celebrates the 25th anniversary of said debut. The collection uses images and quotes from five of her most popular films: The Virgin Suicides (1997), Lost in Translation (2003), Marie Antoinette (2006), Somewhere (2010) and The Bling Ring (2013).

The Marie Antoinette T-shirt has an image of Kristen Dunst as the titular character, surrounded by cake and the quote “It’s not too much, is it?”

The Virgin Suicides T-shirt features an image of the four Lisbon sisters.

Somewhere’s shirt has Stephen Dorff and Elle Fanning laid out on sun beds by the pool (the same image that is used for the movie’s promotional posters) with the quote “What was the question?”

The Lost in Translation shirt is a little less obvious, with the quote “I guess this is goodbye” in the Lost in Translation font on the front.

The back of the shirt is slightly more obvious though, with the name of the movie and writing credits in plain sight.

The Bling Ring follows the same pattern, with “Let’s go shopping” in the movie’s font.

The back of the shirt also features the title and writing credits.

As well as T-shirts, the collaboration also includes a tote bag with the logos of the all of the films minus The Virgin Suicides.

The Sofia Coppola x UT collection will be available at Uniqlo stores nationwide and online on March 6, 2023. All items cost 1,500 yen (US$11.50) each and the T-shirts come in women’s sizes XS – 3XL. Whether or not the T-shirts come with other perks, like the time you could get a discount at McDonalds when you wore a shirt to one of their restaurants, remains to be seen.

Source, images: Uniqlo press release, Uniqlo online store
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