Japanese Retailers Boost Eel Sales in Anticipation of Day of the Ox
In preparation for Japan's traditional Midsummer Day of the Ox, retailers are ramping up sales campaigns for eel dishes. Aeon Retail Co., a leading Japanese retailer, has made a record-breaking purchase of 110,000 super-extralarge and extralarge eels.
The Day of the Ox, a day steeped in cultural significance, is a time-honoured tradition for Japanese people to consume eel dishes to combat the summer heat. The most popular dishes for the occasion include grilled eel (unagi) served in various traditional styles such as Unadon, Unaju, Kabayaki, Shirataki, Unagi Sushi, and Eel Tempura.
Aeon Retail Co. has maintained the price for super-extralarge grilled eels at 3,866 yen, a move aimed at managing costs during persistent inflation. Meanwhile, retailers are offering diverse lineups of eel dishes to cater to various consumer preferences and budgets. For instance, Daimaru Tokyo store offers affordable eel options like rice balls with tempura fried eel, priced at 1,118 yen.
To address affordability concerns, retailers and restaurants have employed several strategies, including offering alternatives like saltwater eel (anago), applying the kabayaki preparation method to other fish species, introducing smaller portion sizes, and offering innovations like unagi sushi and tempura. Joint promotions and point-collection campaigns during festivals, such as the Narita Unagi Festival, also help attract more customers.
Convenience stores, supermarkets, and department stores participate in the celebrations by selling special eel dishes at varied prices, making the cherished custom more accessible to a broader audience despite high demand and inflation pressure. High-end eel meals are still available, with prices reaching 5,000 yen at Daimaru Tokyo store.
Aeon Retail Co.'s bulk eel procurement strategy is designed to reduce procurement costs, while some stores are offering super-extralarge eel dishes suitable for sharing. As consumers in Japan grapple with inflation, retailers are targeting them with creative methods to attract consumers, offering various products from luxury to affordable options.
The Midsummer Day of the Ox's specific date is not specified in the paragraphs, but the tradition continues to be a significant cultural event in Japan, reflecting the nation's rich history and culinary customs.
- To entice a wider range of consumers amidst inflation, retailers and restaurants are offering diverse eel dishes, from affordable rice balls with tempura fried eel to high-end unagi meals, such as those available at Daimon Tokyo store for 5,000 yen.
- Aiming to cater to different budgets, retailers are introducing various forms of eel dishes, like unagi sushi and tempura, using alternatives such as saltwater eel (anago) and applying the kabayaki preparation method to other fish species.
- Conscious of affordability concerns, Aeon Retail Co. has maintained the price for super-extralarge grilled eels at 3,866 yen, while offering larger eel dishes suitable for sharing, as part of their strategy to reduce procurement costs.
