How 7-Eleven and Shimajiro Turn Everyday Shopping into a Learning Experience

At Seven-Eleven Japan, we are working on a variety of environmental programs, including efforts to reduce food waste. However, we have found that simply explaining why these issues matter does not always inspire people to take action.

Even when people understand that protecting the planet is important, turning that awareness into action can be surprisingly difficult. That can be especially true for children. Simply explaining environmental issues in a serious or complicated way does not necessarily capture their interest. We began asking ourselves if there was a way to help young shoppers become naturally interested in sustainability while having fun.

I have a daughter, and we have been using Kodomo Challenge ever since she was a baby. Seeing her enjoy learning alongside Shimajiro all these years made me think that maybe Shimajiro could help inspire her to start thinking about the environment too.

Shimajiro is not a teacher. He stands right at eye level with the kids, growing alongside them with a shared excitement of wanting to try new things. That is precisely why, when they spot him in stores, kids naturally get curious on their own, asking things like why we are not getting a plastic spoon. Rather than an adult lecturing them, Shimajiro becomes the spark for a gentle conversation about not wasting things. We truly believe those genuine interactions are the very first educational step to care for our planet.

For children, shopping is one of their first steps to engage with society, choosing products, paying at the counter, and experiencing how daily life works. If those ordinary store visits can also encourage them to ask what is good for the environment and inspire small positive actions, then we have achieved something valuable.

Learning does not happen only at school or at home. Ordinary shopping trips can also spark a child’s curiosity about sustainability. Being so close to daily life, 7-Eleven is in a unique position to create those small but memorable moments.

Hearing "environmentally friendly" can sometimes sound like a chore or a compromise. But at Seven-Eleven Japan, what matters most is keeping things easy, enjoyable, and sustainable over time. Programs like Eco-dane discounts and Temaedori shelf front picking are built on that exact philosophy.

The Eco-dane stickers I oversee are placed on products discounted because they are approaching their best before or use by date. If customers plan to eat the item soon and choose one of these products, they are helping reduce food waste through a simple daily decision.

This green version was actually a brand new design created by Benesse around the theme of the environment. Right when our team at Seven-Eleven Japan was discussing how amazing it would be to collaborate with Shimajiro, we learned about this green design and we immediately knew this was the one.

There are so many moments during a regular store visit when children can naturally experience the idea of appreciating resources. What is important is not telling them to do something because it is good for the environment, but encouraging them to think whether they still can use something or if they really need it. Buying only what you need, declining a plastic spoon, using a recycling machine, through these small daily choices, children gradually realize that their actions connect to the wider world. It is precisely because it happens during routine trips rather than formal study that kids can naturally enjoy building these habits.  

That is exactly right. I remember one time when I was shopping at the supermarket with my daughter. She happily came over and told me she picked the yogurt from the front.

It made me truly happy. Beyond that, she will even gather up empty plastic bottles and egg cartons from around the house to take to recycling bins. Watching her enthusiastically drop them into the collection box one by one, we can really feel that it has become second nature to her.  

I have two toddlers myself, so I am always thinking about how to explain these things in a way they will understand. Environmental topics can actually be surprisingly difficult to explain using words alone.

We believe that the starting point for environmental education in early childhood is helping children develop a sense of mottainai. There is no need to teach complicated concepts. Taking good care of toys or using a crayon until it is completely gone, these daily experiences are where it all begins. When they learn to value things, that feeling naturally grows into thoughts like "maybe we can still use this," fostering consideration for both people and resources. So honestly, simply talking about not wasting things together as family is already a wonderful first step.

Absolutely. When a child thinks "we already have one at home so I do not need another," makes that choice, and expresses it in their own words, it is a very impactful experience. In doing so, they are also developing the kindness to think about leaving it for someone who really needs it. The ability to think for themselves and to consider others are qualities that will be increasingly important in the future.

For children around four or five years old, I think it is a great time to start talking about the concept of mottainai. By that age, many children are already able to understand the concept, making it a natural opportunity to introduce it in a way that resonates with them.

It is completely fine if kids do not get the whole picture behind food waste or what Temaedori actually stands for. At the end of the day, what would make me happiest is simply creating moments for families to connect and celebrate together, "Look, we did it with Shimajiro!"