This Summer is Packed with Eel Specials! Price Reduction on the Ever-Popular No. 1 "Unagi Mabushi" and Launch of "Unagi Kabayaki Zen" Served in a Set Meal Style Starting July 1 (Wed), with Limited-Time "Doyo no Ushi no Hi" Products & Special Campaigns

Rideon Express Holdings Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Akira Emi) announced that its group company, "Kamatora," a delivery meal service, will offer its consistently popular No. 1 product, "Unagi Mabushi," at a reduced price of 200 yen, starting July 1, 2026, with the aim of making eel more accessible and enjoyable. Additionally, on the same day, they will launch "Unagi Kabayaki Zen," the first in a new series called "Kamadaki Gozen," which allows customers to enjoy freshly cooked white rice served in a set meal style.

Furthermore, from July 13 (Mon), they will offer "Shirayaki Unagi" products that allow customers to savor the original flavor of eel. A point-back campaign will be held on July 25 (Sat) and 26 (Sun), including "Doyo no Ushi no Hi" (Midsummer Day of the Ox), as part of various eel promotions this summer.

Enjoy Delicious Eel Casually! The Ever-Popular No. 1 "Unagi Mabushi" Reduced by 200 Yen Without Compromising Taste

"Unagi Mabushi," the signature product that has been Kamatora's most popular item since its founding, allows customers to enjoy its plump, thick eel, cooked with a rich sauce, in three ways: as is, with condiments, and as ochazuke (rice with tea or broth poured over it) with a special dashi broth. This has made it a beloved dish for many customers over the years.

Starting this summer, this long-loved "Unagi Mabushi" will be offered at a 200 yen discount without any change in its quality.

This significant price revision was made possible by Kamatora's strong desire to allow customers to "enjoy delicious eel more casually and affordably," even amidst rising prices.

Introducing the New "Kamadaki Gozen" Series Featuring "White Rice" Cooked Per Pot! The First Item is "Unagi Kabayaki Zen"

In addition to its signature kamameshi (rice cooked in a pot with ingredients), Kamatora has launched a new series, "Kamadaki Gozen," as a new style that simply enhances the original flavor of the rice.

The first item in this series, "Unagi Kabayaki Zen," features their proud grilled eel, crispy on the outside and tender on the inside, served with fresh, sweet, pure white rice cooked carefully in individual pots.

This product is available in two options with different amounts of eel: "Unagi Kabayaki Zen (Matsu)" for a generous portion of eel, and "Unagi Kabayaki Zen (Take)" with a 3/4 size portion of eel for a moderate volume, allowing customers to choose their preferred amount.

"Unagi Kabayaki Gozen (Matsu)" is priced at 3,985 yen (tax included), and "Unagi Kabayaki Gozen (Take)" is priced at 3,229 yen (tax included).

Conquer Summer with Eel! Limited-Time "Shirayaki Unagi" Product Sales and "Doyo no Ushi no Hi" Campaign

From July 13 (Mon), Kamatora will offer "Shirayaki Unagi" products, allowing customers to simply savor the original flavor of eel, exclusively through orders via the official website, official app, and LINE official account. The lineup includes two main types of shirayaki eel kamameshi: "Shirayaki Unagi Mabushi (Salt & Sansho)" and "Shirayaki Unagi Mabushi (Soy Sauce & Wasabi)," as well as "Nishoku Unaju," which allows customers to enjoy two types of eel in one dish, among other abundant options.

"Shirayaki Unagi Mabushi (Salt & Sansho)" is priced at 2,570 yen (tax included), "Shirayaki Unagi Mabushi (Soy Sauce & Wasabi)" is priced at 2,570 yen (tax included), and "Nishoku Unaju" is priced at 3,834 yen (tax included).

Furthermore, a special point campaign will be held for two days, July 25 (Sat) to 26 (Sun), including "Doyo no Ushi no Hi," to enjoy Kamatora at a great value. For deliveries during the target period, customers who place orders via the official website, official app, or LINE official account and enter a coupon code will receive 10% of their order amount (tax included) back in Deli Points, in addition to the usual Deli Points earned.

Take advantage of this great opportunity to try our diverse range of eel products.

With a strong commitment to allowing customers to "enjoy delicious eel more casually and affordably," Kamatora will fully support your summer stamina and dining table with a variety of product lineups and special campaigns.

【Product Overview】

・"Unagi Mabushi" Old Price: 2,462 yen (tax included) → New Price: 2,246 yen (tax included)

Revision Date: From deliveries on July 1, 2026 (Wed)

・"Unagi Kabayaki Zen (Matsu)" 3,985 yen (tax included)

・"Unagi Kabayaki Zen (Take)" 3,229 yen (tax included)

Sales Start Date: From deliveries on July 1, 2026 (Wed)

・"Shirayaki Unagi Mabushi (Salt & Sansho)" 2,570 yen (tax included)

・"Shirayaki Unagi Mabushi (Soy Sauce & Wasabi)" 2,570 yen (tax included)

Sales Period: From deliveries on July 13, 2026 (Mon) to September 30, 2026 (Wed)

・"Nishoku Unaju" 3,834 yen (tax included)

Sales Period: From deliveries on July 13, 2026 (Mon) to October 31, 2026 (Sat)

*Sales prices may vary by region.

*Availability may vary by store.

*Sales will end during the period if supplies run out.

【Campaign Overview】

・Doyo no Ushi no Hi Deli Point 10% Cashback Campaign

Target Period (Delivery Date): July 25, 2026 (Sat) - July 26, 2026 (Sun)

How to Order: Limited to orders placed via Kamatora's official website, official app, and LINE official account.

Conditions for Application: Please enter the designated coupon code when placing your order.

Special Page: https://www.kamatora.jp/campaign/202607_kama_doyou_pointback10/

Inquiries about Products: Rideon Express Customer Service Center 0120-594-096

【About "Kamatora" Delivery Meal Service】

Kamatora's kamameshi is cooked individually in a pot and steamed by the delivery time, ensuring it is piping hot and ready to eat upon arrival. All kamameshi are served as a set meal with condiments, dashi broth, and pickles, allowing customers to enjoy the "three-times-the-deliciousness Kamatora style" by savoring it with condiments or pouring dashi broth over it for ochazuke. Kamatora, leveraging the know-how cultivated with "Gin no Sara" sushi delivery, holds the No. 1 share in the delivery kamameshi market* and is also very popular among younger generations.

*Source: Fuji Keizai Co., Ltd. (Food Service Industry Marketing Handbook 2026 No. 1 "Delivery Kamameshi Market 2025 Results")

Kamatora Official Website: https://www.kamatora.jp/

【Rideon Express Holdings Co., Ltd. Overview】

Company Name: Rideon Express Holdings Co., Ltd.

Representative: Akira Emi, President and CEO

Location: Sumitomo Fudosan Tokyo Mita South Tower 17F, 3-5-27 Mita, Minato-ku, Tokyo 108-6317

Phone: 03-5444-3850

Established: July 31, 2001

Business Activities: Management and administration of food delivery chains

Corporate Website: https://www.rideonexpresshd.co.jp/