Seven-Eleven Japan New Dessert Showcase: Introducing the Next Generation of “Happiness Textures”

Nao Haishi, Director and Executive Officer and Head of Merchandising at Seven-Eleven Japan, opened the event. She noted that Seven-Eleven has refreshed key categories like onigiri and Seven Café since September 2025 under the slogan “Wonder what’s at 7-Eleven.” The company is now positioning desserts as a primary driver to motivate customer visits and a strategic pillar of its fiscal 2026 vision.

The new lineup centers on three flagship products: the Quattro Chocolate Éclair (Éclair with Chocolate & Dark Chocolate Cream), Kumo-Dora (Pancakes with Red Bean Paste & Whipped Cream), and the Melty Raw-Texture Cheesecake (Cheesecake with Biscuit). Together, these items are set to define the next generation of Seven-Eleven desserts.

According to Haishi, the dessert market continues to grow, with convenience store purchases being particularly common among customers under 40. To shift desserts from impulse buys to intentional purchases, Seven-Eleven is introducing a strategy focused on emotional value.

At the core of this approach is the concept of “Shiawase Shokkan,” which translates to “Happiness Texture.” While maintaining the company’s strengths in quality and craftsmanship, these new products aim to evoke emotional responses through carefully layered textures.

A key difference from previous offerings is the emphasis on helping customers discover a “personal favorite.” Haishi also expressed hopes that store employees would find favorites of their own and share those recommendations with customers, especially younger shoppers.

The refresh extends beyond taste to visual design. Under the concept of “Happiness Bubbles,” the new packaging features bright colors such as red, light blue, and yellow. The goal is to create a dessert section that feels lively and inviting.

New puppet characters were also introduced, including the Cheesecake Alien, Kumo-Dora Alien, and Éclair Alien. These characters will appear across various channels, including social media and advertising, to communicate the joy of desserts.

The strategy also encourages pairing desserts with beverages from the expanding Seven Café Bakery and Seven Café Tea lines, positioning desserts as part of a more complete tea-time experience.

Iino, Chief Merchandiser of the Bakery and Sweets Department at Seven-Eleven Japan, joined the showcase to discuss the development process and the concepts behind the three flagship products.

This éclair combines four types of chocolate. A hidden layer of chocolate beneath the cream adds contrast, creating a progression of textures from crisp chocolate to airy pastry and smooth cream.

Despite its rich appearance, the flavor is restrained and not overly sweet. “We focused on balancing sweetness and texture so it stays enjoyable to the final bite,” Iino said. The added snap of the chocolate layer sets it apart from traditional éclairs.

The defining feature of this dessert is its dough, designed to feel as light as a cloud. The name reflects that intention, as kumo means cloud in Japanese. Smooth milk-flavored whipped cream pairs with textured red bean paste, blending a traditional Japanese sweet with a modern, airy feel.

The lightness of the dough stands out immediately. Iino explained that even the product name was carefully chosen to communicate this texture clearly. The red bean paste remains distinctive, preserving the character of a classic Japanese confection.

This cheesecake focuses on an exceptionally smooth, melt-in-your-mouth texture. Rich cream is balanced with a clean finish, while a lightly salted biscuit base adds contrast.

Achieving the desired texture required careful adjustment. “Managing the moisture level was particularly challenging,” Iino noted. The result is a silky consistency that remains satisfying through the last bite.

Seven-Eleven’s desserts are evolving beyond simple after-meal treats into small moments of enjoyment woven into everyday life. With refreshed packaging and vibrant in-store displays, the new dessert section invites customers to stop by and discover a personal favorite of their own.