25 Years of Delivering Satsuma-age Together: The Journey of Seven-Eleven Japan and Tsukiagean
A gift is more than a link between people: it carries the joy of a meaningful “encounter.”
From discovering local specialties you never knew, to tasting something new, to reconnecting with the comforting flavors of home—Seven-Eleven Japan’s gift catalog is full of such heartwarming moments.
Among them, one long-standing favorite in the gift lineup is Tsukiagean’s satsuma-age (fried fish cakes), a classic item with a 25-year history from Nankai Foods.
Where did this journey begin, and where is it headed next?
"A Journey to Weave Your Tomorrow" highlights the stories of collaborative efforts that surpass the limits of what any one company could accomplish alone.
In this third chapter, we explore the 25-year journey woven between Tsukiagean and Seven-Eleven Japan.
Bringing This Flavor to More People: A Partnership Born from Shared Passion
"These days, more people are choosing casual gifts for family and friends, not just formal ones," says Mochida, the gift merchandiser at Seven-Eleven Japan.
Mochida, Gift Merchandiser at Seven-Eleven Japan
Mochida
Casual gifts are meant for those close to us, like friends and family. But even though they’re called ‘casual,’ I believe the desire to give something truly delicious is no different from that of a formal gift. That feeling of ‘I’m glad I gave this,’ and the joy of ‘I’m so happy to have received this’ are both experiences we hope to deliver through our gift lineup.
One longtime favorite in Seven-Eleven Japan’s gift catalog is satsuma-age from Tsukiagean (produced by Nankai Foods). Made from minced fish paste, satsuma-age is a traditional dish of Kagoshima Prefecture known for its fluffy texture and comforting flavor.
Fuchimoto, Chairman and CEO of Nankai Foods
Satsuma-age from Tsukiagean became part of Seven-Eleven’s gift lineup 25 years ago.
Looking back on that time, Fuchimoto, Chairman and CEO of Nankai Foods, recalls:
Fuchimoto
As a satsuma-age maker, we initially focused on the product’s potential as a souvenir. Local department stores were already well stocked with long-established brands, so we started selling at shops in Kagoshima Airport instead, and the response was overwhelmingly positive. Just as we were thinking about how to introduce our product to even more people, we had the opportunity to meet Seven-Eleven Japan.
Mochida
At the time, I believe Seven-Eleven Japan was also looking for new products for its gift lineup.
Fuchimoto
Yes, the timing was just right. At the time, one of my former high school juniors happened to be working at Seven-Eleven Japan. We’d actually received offers from other companies too, but it’s always easier to talk with someone who understands Kagoshima. That connection created the opportunity.
Mochida
So that’s how the connection came about…! However, the main reason we decided to carry Tsukiagean’s satsuma-age was simply because it was delicious. That’s really what it comes down to
Fuchimoto
Typical satsuma-age from Kagoshima tends to have a sweeter flavor. While locals are accustomed to sweet soy sauce and miso, people from outside the prefecture have sometimes said it’s ‘a bit too sweet.’
Since Nankai Foods had been aiming for the gift market from early on, we adjusted the sweetness to be milder based on feedback from customers in other regions. Perhaps that’s something they appreciated.
From an Unexpected Start to a 7-Eleven Gift Staple
And so, the partnership between the two companies began in 2000. At the time, however, 7-Eleven had no stores in Kagoshima Prefecture, and for Nankai Foods, it was also their initial large-scale expansion across the country. The level of market response was entirely unpredictable.
Fuchimoto
But once we launched, the number of orders was incredible. That’s when I truly realized the power of 7-Eleven. Even just that initial response was more than we could have hoped for, but on top of that, they continued to put a lot of effort into promoting the product.
Mochida
The most prominent example was probably the gift catalog. These days, online sales are the norm, but back in the 2000s, print catalogs still played a major role.
Fuchimoto
I also remember when photos showing satsuma-age arranged on plates were displayed on store banners. Although neither the company name nor the product name was shown, sales still increased. We truly felt that 7-Eleven’s customers pay close attention to even the smallest details.
Mochida
I would imagine that both the people who give Tsukiagean as a gift and those who receive it end up becoming fans. In fact, Tsukiagean’s satsuma-age continues to be a popular choice among many customers year after year.
Fuchimoto
That’s true. Some of the people who saw those early promotions might now be parents, sharing our satsuma-age with their own children.
Beyond a Classic: Timeless Flavor and an Ever-Challenging Spirit
Tsukiagean’s satsuma-age has become a true staple among 7-Eleven’s gift offerings.
But the world today is very different from 25 years ago.
Preserving a classic flavor isn’t easy, and creating new products that build upon it is even more challenging.
It’s been far from a smooth journey, but Fuchimoto smiles and says, "In the end, it all comes down to timing."
Fuchimoto
When we first developed satsuma-age with sweet potato (satsumaimo-ten), it didn’t sell at all. We thought it would be a hit, since it combined two of Kagoshima’s signature ingredients.
However, upon researching, we discovered that for the generation who lived through the wartime and postwar periods, sweet potatoes were associated with times of food scarcity. Because of this, we initially gave up on the product. But when sweet potato snacks started gaining popularity, we gave it another try, and this time, it became a popular item.
Mochida
I had no idea! Satsumaimo-ten is included in nearly all of our gift sets now. I never would’ve guessed it had such a rocky start.
Fuchimoto
You really never know what’s going to sell. I honestly didn’t think satsuma-age with cheese (cheese-ten) would work. But I let the younger team give it a try, and sure enough, it turned out to be a hit.
Mochida
What’s really amazing about Tsukiagean is how both the new flavors and the classics are loved just the same. Even within our company, people always say, ‘Tsukiagean’s satsuma-age is seriously good.’ That’s why we confidently recommend it to franchise owners as well.
I’m personally a big fan as well. While it’s best enjoyed on its own, I also like to warm it in foil and serve it with grated daikon radish.
Passing On 25 Years of Trust: A Bond Between Two Companies, Weaving Tomorrow
For 25 years, Seven-Eleven Japan and Tsukiagean have shared a common goal: delivering truly delicious food to customers.
Built on that shared passion, their partnership has grown strong over time.
How will this bond continue to be woven into the future?
To close, we asked them both to share their thoughts.
Fuchimoto
Our relationship with Seven-Eleven Japan isn’t just that of a business partner—we’ve built a deep bond of trust over many years. I’m truly grateful for the support they’ve given us over the past 25 years.
That’s why, more than anything, we’re committed to never compromising on quality. Our goal is not merely to encourage a one-time purchase, but to create the authentic taste of Kagoshima that customers will want to enjoy again and again. With that in mind, we will continue making satsuma-age.
Mochida
Thank you so much for being with us all these years, even back when we didn’t have any stores in Kagoshima. At Seven-Eleven Japan, we believe it’s important to keep passing down the story and efforts we’ve built together over the past 25 years.
The way we give gifts may continue to change with the times. But what will never change is our desire to bring joy to our customers. We truly hope to keep delivering delicious moments of delight together.
Bringing genuinely delicious food, with care and heart—this shared commitment between the two companies will continue to shape the future.
This text has been translated using an automatic translation tool.
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