Seven-Eleven Japan Proposes Premium 'Reward' Ice Cream; 10 Partner Companies Join to Revitalize the Market
Seven-Eleven Japan announced a joint declaration with 10 manufacturers to boost the ice cream market for 'Ice Cream Day' (May 9). They will release three new premium matcha ice cream products on April 28, focusing on 'night-time reward' consumption to target a 123% sales increase in the night category.
📋 Article Processing Timeline
- 📰 Published: April 28, 2026 at 02:00
- 🔍 Collected: April 27, 2026 at 17:31
- 🤖 AI Analyzed: April 28, 2026 at 02:12 (8h 40m after Collected)
Seven-Eleven Japan Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President: Tomohiro Akutsu) will sequentially release new ice cream products at Seven-Eleven stores nationwide starting Tuesday, April 28, 2026, in preparation for 'Ice Cream Day' on May 9. Along with the launch, a PR presentation and tasting event for 'Ice Cream Day' was held for the media.
On the day of the event, in addition to introducing the strategy and the specific qualities of each product by the product development team, three new matcha ice cream products were announced: 'Seven Premium Waffle Cone Matcha Milk,' 'Takumi Cha Monaka,' and 'nana's green tea Matcha Parfait.' Furthermore, representatives from a total of 10 companies, including Seven-Eleven Japan, Akagi Nyugyo, Ando Eiko, Imuraya, Seria Roile, Häagen-Dazs Japan, Meiji, Morinaga Seika, Morinaga Nyugyo, and Lotte, gathered to express their strong determination to 'work as a team to revitalize the Japanese ice cream market' for Ice Cream Day.
Ice cream critic Fukudome Iceman, known as the 'man who eats the most ice cream in Japan' and a frequent media guest, was also invited to introduce market trends and the latest developments in ice cream.
● Declaration to Revitalize the Ice Cream Market by 10 Companies for 'Ice Cream Day'
Takahiro Kataoka, General Manager of the Grocery Product Development Department, explained the product strategy: 'This time, in collaboration with Akagi Nyugyo, Imuraya, and Morinaga Seika, we are developing three types of matcha ice cream, including Seven Premium private brand products. In recent years, the market environment surrounding ice cream has undergone significant changes. Following the pandemic, the value of "solitary time" spent on personal resonance has increased, and the times and purposes for which consumers purchase ice cream have diversified. Based on this background, Seven-Eleven will promote product development centered on two axes: "newness (innovation)" and the "time" customers enjoy ice cream. In particular, we intend to focus on ice cream targeted at the "night-time hours," leading the expansion with high-quality, high-satisfaction products and products that balance health and taste, aiming to increase night-time ice cream sales to 123%.'
Then, all 10 companies, including Seven-Eleven Japan and its partners, took the stage. For Ice Cream Day, General Manager Takahiro Kataoka stated, 'Many changes and challenges in the market environment will continue to occur, but even at such times, we want to revitalize Japanese ice cream as one team.'
● Introduction of Premium New Products Using Distinctive Japanese Matcha
Eri Takeya, Ice Cream Merchandiser of the Grocery Product Development Department, introduced the three new products to be released from April 28: 'The "Seven Premium Waffle Cone Matcha Milk" is a new flavor from Seven-Eleven's flagship ice cream line. It is inspired by matcha lattes, which are highly supported by women and international tourists. "Takumi Cha Monaka" is a high-quality matcha ice cream with a focus on raw materials, featuring a chocolate coating and bean paste for a sweet-like taste. "nana's green tea Matcha Parfait" uses matcha blended by nana's green tea and is manufactured by Imuraya, which specializes in mochi and bean paste.' She explained that these premium products were curated to meet modern needs for added value and high quality.
● 'This Year, Focus on Premiumization, Experience, and Re-interpretation,' says Iceman Fukudome
Ice cream critic Fukudome Iceman commented on the latest trends, noting that the keywords are 'Premiumization' (shifting from children's snacks to adult rewards), 'Experience-based' (enjoying texture and taste), and 'Re-interpretation' (updating existing popular products). He noted that Seven-Eleven's ice cream uses carefully selected, high-quality ingredients for a premium feel.
On the day of the event, in addition to introducing the strategy and the specific qualities of each product by the product development team, three new matcha ice cream products were announced: 'Seven Premium Waffle Cone Matcha Milk,' 'Takumi Cha Monaka,' and 'nana's green tea Matcha Parfait.' Furthermore, representatives from a total of 10 companies, including Seven-Eleven Japan, Akagi Nyugyo, Ando Eiko, Imuraya, Seria Roile, Häagen-Dazs Japan, Meiji, Morinaga Seika, Morinaga Nyugyo, and Lotte, gathered to express their strong determination to 'work as a team to revitalize the Japanese ice cream market' for Ice Cream Day.
Ice cream critic Fukudome Iceman, known as the 'man who eats the most ice cream in Japan' and a frequent media guest, was also invited to introduce market trends and the latest developments in ice cream.
● Declaration to Revitalize the Ice Cream Market by 10 Companies for 'Ice Cream Day'
Takahiro Kataoka, General Manager of the Grocery Product Development Department, explained the product strategy: 'This time, in collaboration with Akagi Nyugyo, Imuraya, and Morinaga Seika, we are developing three types of matcha ice cream, including Seven Premium private brand products. In recent years, the market environment surrounding ice cream has undergone significant changes. Following the pandemic, the value of "solitary time" spent on personal resonance has increased, and the times and purposes for which consumers purchase ice cream have diversified. Based on this background, Seven-Eleven will promote product development centered on two axes: "newness (innovation)" and the "time" customers enjoy ice cream. In particular, we intend to focus on ice cream targeted at the "night-time hours," leading the expansion with high-quality, high-satisfaction products and products that balance health and taste, aiming to increase night-time ice cream sales to 123%.'
Then, all 10 companies, including Seven-Eleven Japan and its partners, took the stage. For Ice Cream Day, General Manager Takahiro Kataoka stated, 'Many changes and challenges in the market environment will continue to occur, but even at such times, we want to revitalize Japanese ice cream as one team.'
● Introduction of Premium New Products Using Distinctive Japanese Matcha
Eri Takeya, Ice Cream Merchandiser of the Grocery Product Development Department, introduced the three new products to be released from April 28: 'The "Seven Premium Waffle Cone Matcha Milk" is a new flavor from Seven-Eleven's flagship ice cream line. It is inspired by matcha lattes, which are highly supported by women and international tourists. "Takumi Cha Monaka" is a high-quality matcha ice cream with a focus on raw materials, featuring a chocolate coating and bean paste for a sweet-like taste. "nana's green tea Matcha Parfait" uses matcha blended by nana's green tea and is manufactured by Imuraya, which specializes in mochi and bean paste.' She explained that these premium products were curated to meet modern needs for added value and high quality.
● 'This Year, Focus on Premiumization, Experience, and Re-interpretation,' says Iceman Fukudome
Ice cream critic Fukudome Iceman commented on the latest trends, noting that the keywords are 'Premiumization' (shifting from children's snacks to adult rewards), 'Experience-based' (enjoying texture and taste), and 'Re-interpretation' (updating existing popular products). He noted that Seven-Eleven's ice cream uses carefully selected, high-quality ingredients for a premium feel.