Ice Cream in Japan Is No Longer Just for Summer: New Matcha Products to Enjoy at 7-Eleven

Seven-Eleven Japan is repositioning its frozen offerings in response to changing consumer behavior. Store visit data shows that peak traffic now centers around 7 p.m., reflecting a shift toward earlier evenings spent at home and a greater focus on personal time.

Kataoka, General Manager of the Grocery Product Development Division, identified this shift as a key factor behind the company strategy. As lifestyles evolve, ice cream has moved beyond its role as a seasonal treat to become a year round staple enjoyed frequently at home.

To respond to this change, the company is developing products designed specifically for evening consumption. Ice cream is no longer positioned only as a dessert, but also as a light meal option that offers both satisfaction and balance. By combining indulgent taste with elements such as portion control and ingredient quality, the aim is to create a more complete and mindful evening option.

This direction is reflected in the concept of nighttime ice cream, which has become a key focus for 2026. As expectations evolve, products are being designed to deliver not only flavor but also a sense of fulfillment suited to relaxed time at home.

During a talk session, Taketani, Ice Cream Merchandiser at Seven-Eleven Japan, and Fukutome, the chairman of the Japanese Icecream Mania Association discussed how the category is shifting. As ice cream moves into this evening occasion, it is expected to offer a level of satisfaction comparable to specialty desserts.

Fukutome outlined three trends shaping this shift. The first is premiumization, as products move beyond casual snacks toward more refined options for adults. The second is experience, where texture and visual appeal enhance enjoyment alongside taste. The third is reinterpretation, which focuses on updating familiar flavors to match current preferences.

Together, these approaches support the company’s strategy of creating products that fit naturally into modern evening routines, offering both enjoyment and a sense of balance rather than simple indulgence.

At the venue, three new matcha products were available for tasting.

The Matcha Milk Waffle Cone (354 yen incl. tax) is a new take on a core Seven Premium product. It blends milk and the finely ground tea to create a flavor reminiscent of a matcha latte. Brown sugar syrup in the cone adds depth and brings out the character of the tea leaves.

While Fukutome remarked on how the rich milk complements the Kyoto tea leaves, Taketani elaborated on the careful refinement required to achieve that balance.

The editorial team recommends starting with the matcha portion, then tasting the milk, and finally enjoying them together to experience the full depth of the green tea latte.

The Takumi Matcha Monaka (375 yen incl. tax) offers a refined take on the traditional powdered tea, inspired by the craftsmanship associated with traditional wagashi (Japanese sweets). Monaka is a classic Japanese tea snack known for its light, crisp wafer shell filled with sweet ingredients. Here, that format is reimagined as an ice cream, combining familiar elements with a modern twist.

It features first harvest Uji matcha from Kyoto region paired with red beans from Hokkaido. A thin chocolate coating inside the wafer helps preserve its crisp texture. For those who appreciate the natural astringency of the ingredient, this option stands out.

Fukutome remarked on the successful contrast in textures and suggested that the authentic flavor profile holds high potential for international visitors.

Nana’s Green Tea Matcha Sundae (419 yen incl. tax) is developed in collaboration with a Japanese tea café brand. It uses an infusion made from the signature tea blend and features layered ingredients such as mochi and red bean paste, creating a range of textures within a single cup.

The evolving flavors throughout the dessert enhance the overall sense of satisfaction, a point underscored by Fukutome as he discussed the accessibility of the specialty format.

The texture is another highlight, moving from soft and chewy mochi on top to crunchy cookie pieces beneath the ice cream, adding contrast throughout.

The event also brought together partner companies such as Akagi Nyugyo, Morinaga, and Imuraya, along with other long standing collaborators behind many of the products. As global competition intensifies and overseas brands attract more attention, the discussion highlighted the importance of reaffirming the value of Japanese ice cream.

In addition to quality, factors such as when and how products are enjoyed are becoming increasingly important. As ideas like the late night segment gain traction, the category is expected to continue evolving.

Ice Cream Day on May 9 offers a timely opportunity to discover these new products at 7 Eleven stores across Japan.