(Page 2) Convenience Store Onigiri Battle Amid Rising Rice Prices | FRIDAY DIGITAL

Convenience Store Onigiri Battle Amid Rising Rice Prices

|NEWS
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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!
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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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