Convenience Store Onigiri Battle Amid Rising Rice Prices | FRIDAY DIGITAL

Convenience Store Onigiri Battle Amid Rising Rice Prices

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Nori Bento Nigirishita became a hit, with 3.5 million units sold in 3 years!

The price of rice continues to rise. According to the consumer price index (CPI) released by the Ministry of Internal Affairs and Communications on November 22, rice prices have increased by 58.9%. In the midst of this, with essential ingredients like nori also seeing price hikes, the convenience store onigiri continues to evolve, which is a promising development.

Despite these tough conditions, convenience store onigiri has generated a new trend of larger-sized products. Seven-Eleven launched the “Doon to Omusubi” series, which is twice the size of a regular onigiri. Lawson also offers “Large Onigiri” that can fill you up with one, and FamilyMart introduced the “Mega Omusubi,” which has 180g of rice (1.5 times the usual amount).

A notable trend in the heavyweight onigiri market is the rise of the “Doka-bento” style, which packs ingredients typically found in a bento box into the onigiri. The pioneer of this trend was the JR East group’s NewDays, a station-convenience store, which released the “Noriben Nigireta” in 2021. This oversized onigiri is packed with seven ingredients, including chikuwa tempura, fried white fish, and a rolled omelette.

The “Sugo Onigiri,” which has sold over 3.5 million units in three years since its release in June 2021, is a series that draws attention for its volume and the ingredients that spill out.
The “Noriben Nigireta” (NewDays: 330 yen), as the name suggests, is packed with familiar ingredients from a nori bento, with the ingredients generously stuffed into the onigiri!
Seven-Eleven has also commercialized “Nori Bento” under its “Donto Omusubi” label, while Lawson has developed “Gu! Onigiri Marude Mentaiko Nori Bento.” It seems that “Doka Bento” onigiri is becoming a recognized genre. Let’s take a look at the onigiri lineups of the three major convenience store chains, based on this trend.

[Seven-Eleven] The Original Convenience Store Onigiri! 1.5 times the rice, over double the weight of the regular onigiri with the heavyweight “Donto Omusubi.”

Seven-Eleven started selling onigiri in 1978. By 2003, annual sales surpassed 1 billion units, and by 2014, they exceeded 2 billion units! This means they sell over 5.5 million units a day.

Innovations such as packaging films that preserve the crispiness of the nori and low-temperature rice milling to achieve fluffy rice have been continuously implemented in the production process. They offer a range of onigiri at various price points, including the budget-friendly “Ureshii-ne!” products in the low 100 yen range, and the premium “Kodawari Omusubi” in the 200 yen range.

As mentioned earlier, from October 2024, they will launch the “Donto Omusubi” nationwide. This heavyweight onigiri series has 1.5 times the amount of rice and weighs more than twice as much as regular onigiri. Additionally, depending on the region or store, you may find “Ooki na Omusubi” and “Deka Musubi” mega onigiri products. Be sure to check out these hefty, satisfying onigiri!

The two new “Donto Omusubi” products launched in October 2024, along with the premium “Kodawari Omusubi Charcoal Grilled Red Salmon Fillet” (278 yen).
A cross-section of the “Donto Omusubi Nori Bento” (270 yen). The white fish fry and chikuwa tempura match perfectly with the tartar sauce. It’s like enjoying a nori bento with one hand!
This is the “Donto Omusubi Teriyaki Chicken Steak” (270 yen). The garlic and ginger-infused sauce, along with teriyaki chicken and mayonnaise, create a rich, junky flavor.

[Lawson] A fried rice rice ball made with the rich broth from “Tenka Ippin” also makes its debut!

Lawson has pursued a fluffy texture as if shaped by human hands and introduced a new molding method in 2023. The method applies equal pressure from four directions, resulting in airy rice balls.

Additionally, they use a blend of domestically sourced rice selected by region. For example, in the Tohoku region, they use “Yukiwakamaru” from Yamagata Prefecture, and in the Kanto region, they use “Hyakumangoku” from Ishikawa Prefecture, incorporating locally unique rice brands.

 

While the company has mastered the authentic-oriented “royal road onigiri,” it is also actively developing junk products. As part of the “YAMITSUKURI Fair,” a series of spicy products such as cheese magma fried rice and yangnyom mazed udon noodles, the “devil’s rice ball” series was introduced.

Challenging recipes such as “Spicy Corn & Tuna Mayonnaise,” which has a strong flavor of gochujang (red pepper paste) and sesame oil, are attracting attention.

The ramen collaboration is not to be outdone in terms of addictiveness. Fried rice onigiri rice balls made with a rich broth featuring “Tenka Ippin,” a rich ramen originating in Kyoto, are also on the menu. The taste is so good that you will want to repeat the experience.

The “Kinshari Rice Ball Matured Raw Cod Roe” (246 yen) and “Large Rice Ball Chicken Nanban” (235 yen) are excellent, but this time we are introducing more junk food-style rice balls!
They’ve taken “Ten Ichi” and turned it into a rice ball! The “Tenka Ippin Supervised Rich Broth Fried Rice Ball” (181 yen) is a remarkable fried rice ball with “chicken bone broth” listed on the ingredients.
The “Spicy Corn & Tuna Mayonnaise” (167 yen) is an addictive combination of gochujang and garlic — a truly devilish mix. Inside, there’s tuna mayo and corn spiced up with gochujang for an added kick. 

【FamilyMart】The Pride Behind the Name Omusubi! Popular is the SPAM® Musubi

FamilyMart is particular about the name omusubi (rice ball) and offers luxurious items such as “Gochimusubi” as well as unique products. In 2023, they revamped their hand-rolled rice ball molding machines for the first time in 13 years, upgrading factory equipment nationwide to achieve a fluffy texture similar to specialized shops.

“Gochimusubi” uses 100% domestically produced Koshihikari rice and focuses on cooking techniques and processing that bring out its sweetness and umami, offering a luxurious series. Popular items like “Large Salmon Belly” and “Fatty Mackerel” feature substantial ingredients.

Additionally, the “SPAM® Musubi” is a notable product. Using luncheon meat, a staple in Hawaii and Okinawa, it offers a perfect balance of saltiness and fat. With the “Sand Musubi,” where ingredients are wrapped generously, it incorporates a sandwich-like feel and presents a new dining experience beyond the traditional rice ball. FamilyMart is opening up new possibilities for rice balls, blending uniqueness with quality.

From authentic to “Black Ship” style, and even innovative twists, FamilyMart’s rice ball lineup offers a variety of experiences.
SPAM® Musubi Tuna Mayonnaise and Black Pepper (275 yen). Spam and onigiri are combined with tuna mayonnaise, a staple in convenience store onigiri, as a mediator!　The perfect amount of salt makes it easy to eat!
“Sand Musubi Teriyaki Chicken” (315 yen). With the ingredients exposed like a sandwich, it provides a sandwich-like eating experience. The teriyaki sauce soaks into the rice, making it delicious.
“Corn Mayonnaise Sushi” (149 yen). A unique creation that turns a conveyor belt sushi menu item into a rice ball, with the combination of vinegared rice and corn mayo shining through.
We have reviewed the major convenience store products and witnessed the revolution in convenience store rice balls. The “Dokaben” style rice balls, which combine a main dish and side dish in one, are appealing to consumers as a satisfying product that offers both rice and accompaniments in a single item.

In November 2024, Lawson released a new product in collaboration with the specialty store Asakusa Sukuroku: “Onigiri Asakusa Sukuroku Supervised Miso Pork Soup.” This new trend of adding side dishes like soups that complement rice balls is a fresh proposal in line with current times. This meal set approach could resonate with women looking for a balanced meal.

Rice balls pair well with soups, cup noodles, salads, and fried foods, making it easy to purchase them as a set. The rising prices and growing inclination toward cost-saving strategies are boosting the popularity of larger portion sizes and meal set concepts. Convenience store rice balls are evolving to meet the needs of modern consumers, fulfilling both their appetites and curiosity. We look forward to further developments in this trend.

All prices include tax, based on prices in Tokyo at the end of November 2024.

  • Interview. Text and photographs： Masataka Sasaki

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