[Summer 2025] Cool Down with Local Flavors: 7-Eleven’s Regional Noodle Innovations

At the product briefing, Washino, General Manager of the Regional Merchandising Management Divisoin, at Seven-Eleven Japan's Merchandising Division, took the stage. He cited several reasons for the expansion of the chilled noodle market since the COVID-19 pandemic, including "greater price stability compared to rice" and the "ease of preparation."

Among all chilled noodles, udon has emerged as the most popular category, surpassing Chinese noodles, soba, and pasta to claim roughly half the market. Washino also noted a shift in climate patterns in Japan, with some saying "one-third of the year now feels like summer." This has extended the demand for chilled noodles—once concentrated in July and tapering off after August—from June all the way through October.

7-Eleven's product development philosophy centers on honoring local tastes. Udon is enjoyed throughout Japan, with each region—and even each household—boasting its own unique flavors and specialties. To cater to these diverse preferences, the company analyzes regional trends in ingredients and taste across 10 distinct areas, creating locally inspired products that feel both familiar and authentic. In some regions, over half of the original items sold are locally developed, underscoring just how central this initiative is to 7-Eleven's approach.

At the event, representatives from the Regional Merchandising Management Divisoin—those in charge of local product development—also shared behind-the-scenes stories. These included projects that started with feedback from local store owners and collaborative efforts with local students, illustrating the passion and unique stories behind each product.

This community-based initiative has been ongoing for over 20 years and is rooted in the principle of "local production for local consumption." The journey began with the development of udon using wheat grown in Gunma Prefecture, which was initially sold in select areas. Within three years, the initiative had expanded to cover all udon products within the prefecture. Today, this use of local wheat has spread nationwide, and since 2023, all udon products at 7-Eleven use domestically produced wheat.

Behind the delicious noodles served at 7-Eleven stores across Japan are local noodle factories and a team of "noodle specialists." Representing their efforts at the briefing was Sasaki, the National Lead Noodle Specialist from partner manufacturer Nissey Delica Co., Ltd., who spoke about the work of the 34 certified specialists across the country.

These specialists are highly skilled technicians who have passed a rigorous three-part certification process. Their roles include evaluating noodle quality, improving production processes, and training factory staff—all in pursuit of better taste and consistency.

He also explained that 7-Eleven insists on producing noodles in-house at regional factories, timed precisely with product manufacturing schedules. Moreover, nine dedicated soup production factories across Japan tailor their broths using local dashi traditions, showing the company’s commitment to quality at every step.

The product briefing featured tastings of four udon varieties. Alongside the nationwide favorite, Cold Udon with Fried Batter, Seaweed, Green Onion & Broth (¥367 incl. tax), the lineup included regional specialties from Gunma in the North Kanto area, Fujiyoshida in the Koshinetsu-Hokuriku area, and the Kansai region.

What stood out most was how distinctly different each dish tasted. Compared to the nationwide favorite, regional varieties offered bold new experiences—Fujiyoshida udon delivered a punch with its rich, intensely flavored broth and extra-chewy noodles. In contrast, the Kansai-style udon provided a refreshing change of pace, featuring a light, delicate dashi and soft, silky noodles. Meanwhile, the Gunma-style udon, with its wide, ribbon-like noodles reminiscent of fettuccine, made a visual and textural statement. Paired with crisp tempura and sweet, simmered shiitake mushrooms, it offered a deeply satisfying bite.

Cold noodles have become a summertime staple. In response to the growing number of hot days, 7-Eleven is introducing new products each week to offer customers the joy of choosing something new.

With leisure travel and family homecomings on the rise in summer, why not stop by a local 7-Eleven during your travels and pick up a regional specialty you can't find at your usual store? It might just become a new highlight of your trip.