Starting June 16 (Tue), 'Yasuda Women's University Student-Produced ♡ Cute Gourmet Fair' Launches at Approximately 1,000 Stores Across Four Prefectures Centered on Hiroshima

Seven & I Holdings Co., Ltd. (headquartered in Chiyoda-ku, Tokyo; President and CEO: Tomohiro Akutsu) announces the launch of the 'Yasuda Women's University Student-Produced ♡ Cute Gourmet Fair,' co-developed with Yasuda Women's University (Asaminami-ku, Hiroshima City). The event will begin on June 16 (Tuesday) at approximately 1,000 Seven-Eleven stores across Tottori, Shimane, Hiroshima, and Yamaguchi prefectures, as part of its comprehensive collaboration agreement with Hiroshima Prefecture.

The fair features four original products developed in partnership with students from Yasuda Women's University. Inspired by Hiroshima Prefecture's 'OK!! Hiroshima (Oishii kke, Hiroshima)' campaign, the products embody the keywords 'O' for 'easy and delicious' and 'K' for 'kawaii (cute),' interpreted through the unique perspectives of university students. Emphasizing visually appealing designs, these new items aim to make daily meals enjoyable in a natural and effortless way.

Introducing 'Kawaii' Gourmet Creations Produced by Current Female University Students

In response to growing social concerns such as skipped breakfasts, meal simplification, and solitary dining among youth, the company hypothesized that young people are not indifferent to food, but rather lack mechanisms that inspire them to actively choose meals.

To explore how people can naturally and enjoyably consume nutritious meals without effort, Seven-Eleven collaborated with female university students who brought their unique perspectives—focusing on vibrant colors and eye-catching designs—to develop products that spark interest through 'kawaii' appeal. The goal is to create a positive cycle: 'Cute, so I want to pick it up'; 'Cute, so I want to eat it.'

Product Lineup

OK!! Three-Variety Mochi Rice Ball Set

Price: ¥275 (¥297 including tax)

Release Date: June 16 (Tuesday)

Sales Area: Tottori, Shimane, Hiroshima, and Yamaguchi prefectures

A set of three rice balls made with fiber-rich 'mochimugi' (puffed barley). Designed to be visually adorable, they feature star-shaped cheese and heart-shaped ham toppings.

OK!! Cold Spinach and Lemon Chawanmushi

Price: ¥298 (¥321.84 including tax)

Release Date: June 16 (Tuesday)

Sales Area: Tottori, Shimane, Hiroshima, and Yamaguchi prefectures

A colorful cold chawanmushi (savory egg custard) enhanced with ingredients that add texture and flavor accents. The packaging features a clover-shaped top seal, giving it a special and premium appearance.

OK!! Mix-and-Enjoy Pumpkin Cloud Potage

Price: ¥398 (¥429.84 including tax)

Release Date: June 16 (Tuesday)

Sales Area: Tottori, Shimane, Hiroshima, and Yamaguchi prefectures

A dessert-style soup combining sweet pumpkin potage with whipped cream. Served with butter-flavored toast crisps, this satisfying dish can be enjoyed as a full meal.

OK!! Colorful Spinach Omelette

Price: ¥230 (¥248.40 including tax)

Release Date: June 16 (Tuesday)

Sales Area: Tottori, Shimane, Hiroshima, and Yamaguchi prefectures

A visually vibrant omelette made with a soft, chewy white omelette base, topped with a sweet spinach puree mousse. This dessert-like treat makes it easy and delicious to consume vegetables.

Comment from the Project Representative

Through an introduction by Hiroshima Prefectural Government, Seven-Eleven has partnered with students from Yasuda Women's University to bring their idea to life—that 'if kawaii serves as a trigger, people can naturally and effortlessly enjoy delicious meals.' As a regional exclusive, these products aim to bring smiles and better health to local communities.

※ Prices may vary by store.

※ Tax-inclusive prices are calculated at the reduced tax rate of 8%.

※ Products may become unavailable at stores if stock runs out or due to other circumstances.

※ Some stores may not carry certain items, or product names and specifications may differ.

※ Images are for illustrative purposes only.

※ For sales area classifications, visit: https://www.sej.co.jp/products/area/

※ Information is current as of the announcement date. Please check the official website for the latest updates.