Delivering "Deliciousness" Through Video: The Challenge of Seven-Eleven Oishisa-Tsutaetai
Today, we are surrounded by an endless flow of products and information.
That makes it harder than ever to show people what truly makes a product special.
Among many ways to communicate, video has become a powerful tool — one that can share not only words, but also sound, motion, and feeling.
At the same time, video leaves no room to hide. Everything that appears in the video is conveyed as it is. Therefore, what is required is a new attitude toward the product. What is the appeal of the product, and how can it be conveyed in a video?
Seven-Eleven Oishisa-Tsutaetai project was born out of this very question. By showcasing behind-the-scenes production processes, the series aims to help customers feel closer to the brand’s "deliciousness."
In this issue, we would like to share with you the story behind how the Oishisa-Tsutaetai has been created.
"How to Communicate Deliciousness?" — The Start of the Oishisa-Tsutaetai
The project began in June 2024, featuring Koharu as its image character. With a bright, pop-style tone, the series stood out from Seven-Eleven Japan’s previous videos.
‘Spicy Fried Chicken & Japanese Style Salty Fried Chicken Tasty Secrets’ — Seven-Eleven Oishisa-Tsutaetai, Episode 8
Source: YouTube
"We wanted to make it easier for people to understand not only how tasty our products are, but also how carefully and safely they’re made,"
says Kouda from the Digital Communication Department, Communications Division of Seven-Eleven Japan.
Kouda
Seven-Eleven Japan offers a wide range of products, but I often felt we hadn’t been able to fully show how much care goes into making each one delicious — or how much effort we put into ensuring customers can enjoy them with peace of mind.
I also thought about writing articles, but video felt like the best way to show it clearly — how each product is made with great attention to hygiene and care in every single step.
As a consumer, I thought it was a great way to show the manufacturing process of a product that we would not normally be able to see.
That’s how Hishida from Toshiba Digital Marketing Initiative Corporation (Toshiba DMI) looks back on the project’s early days.
Working through the group company 7dream.com Co., Ltd., Toshiba DMI supports a wide range of corporate marketing efforts using video, web content, and SaaS (Software as a Service)* solutions. For the Deliciousness Delivery Team, they mainly handle video editing.
*Software services accessible from anywhere via the internet.
Hishida
People today are more conscious about food safety. By sharing behind-the-scenes information like this, it gives customers one more reason to choose our products.
I’ve actually tried every flavor of the SEVEN CAFÉ Smoothies — and after watching the finished video, I love them even more now.
‘SEVEN CAFÉ Smoothie Machine Tasty Secrets’ — Seven-Eleven Oishisa-Tsutaetai, Episode 7
Source: YouTube
Kouda
Even with the same smoothie, the way it’s blended changes by flavor.
By the way, I love the kusamochi flavor so much that I eat them about three times a week. It’s a product made with real attention to both ingredients and process, and I’d love to feature it in a future video.
Creating Videos That Truly Get Watched
So far, the Oishisa-Tsutaetai has produced 34 videos (as of September 30, 2025).
Behind each one lies constant trial and error.
Kouda
We try to keep each video under three minutes. But whenever we talk to product developers, their passion just overflows. The hardest part is figuring out how to capture that within such a short time. We spend a lot of time on storyboards, trying to express their thoughts as completely as possible.
Hishida
A storyboard is like a blueprint for the video. It maps out which visuals and captions appear in each scene. It’s actually quite rare for a client to prepare a detailed storyboard themselves, but Kouda always does—and that really helps us understand what she wants to convey.
Kouda
Toshiba DMI is great at reading between the lines of my intentions.
Thankfully, we’re able to go beyond just making a video—we can think about how to make it something people truly enjoy watching. They can understand between the lines of what I want to convey from the storyboards. Thanks to this, I was able to not only create a video, but also to think about how to make it more appealing to viewers.
Hishida
Nowadays, anyone can easily watch videos, so it’s so important to keep viewers entertained until the end. We set up chapters so people can skip to the parts they like, refine text designs, polish the opening scenes—every detail matters.
Even Koharu, our mascot, came from that mindset.
Kouda
Exactly. We thought having a character appear would make the videos easier and more fun to watch.
Koharu
Role: Leader of the Seven-Eleven Oishisa-Tsutaetai
Hobby: Making clothes (her red dress is handmade)
Age: Secret
Personality: Cheerful and kind — though a little shy at first
Birthday: October 8th
Dream: To become everyone’s favorite idol
Mezamē
You are the leader of the Oishisa-Tsutaetai!
Koharu
That's right! My outfit changes depending on the theme of each video, so please check it out!
Capturing the True Craft Behind Deliciousness
Through ongoing production, Kouda says she’s come to notice something anew—the spirit of craftsmanship and dedication that goes into making each product delicious.
Kouda
I used to work in product development myself, so I thought I already knew how passionate our developers were. But as I get to know the products more deeply through interviews, I discover new things every time. Not only the taste, but also the quality control. I am constantly surprised.
Hishida
Seven-Eleven Japan’s commitment to craftsmanship is truly impressive.
For example, take the Seven Premium Gold Pizza Margherita.
The supervising chef personally trains factory staff, and those trained employees hand-stretch dough—fermented for 24 hours—in just about three seconds per pizza.
And they make more than 1,500 pizzas a day. It’s incredible.
‘Authentic Neapolitan Pizza at Home: The Secrets Behind the Gold Margherita’ — Oishisa-Tsutaetai, Episode 31
Source: YouTube
Kouda
However, there are some subjects that are difficult to convey. The chicken farm video was especially challenging.
Our Spicy Fried Chicken and Japanese Style Salty Fried Chicken come from chickens raised in stress-free environments.
Less stress means healthier birds, which helps improve both safety and taste. But because we’re dealing with life, we were very careful about how we showed it.
‘Spicy Fried Chicken & Japanese Style Salty Fried Chicken : Safety Measures at Chicken Farms — Seven-Eleven Oishisa-Tsutaetai, Episode 9
Source: YouTube
Hishida
Although this is a sensitive area, Kouda ordered us not to be serious, and we used many illustrations. I feel that this was a meaningful initiative, as it is an essential part of our daily lives.
Kouda
I’m really glad to hear that. Through the production of the video, I realized that while Seven-Eleven Japan pursues high taste and quality, we have not shown much behind-the-scenes information. I hope more people will watch these videos, become fans, and think, "7-Eleven really is great!"
Moving Forward — The Challenge Continues
Having learned the importance of storytelling through video, the Oishisa-Tsutaetai continues to explore new touchpoints—ways for customers to experience 7-Eleven’s deliciousness in everyday situations, beyond YouTube and social media.
Kouda
Ultimately, I hope that the Deliciousness Delivery Team will become an integral part of our customers' lifestyles. Imagine digital screens on trains—showing coffee videos in the morning and deli videos at night. That might inspire people to stop by 7-Eleven on their way home.
Hishida
Unlike YouTube, where viewers can skip videos quickly, people tend to watch train screens more easily.
Kouda
Exactly, you just end up watching without thinking. I also want to experiment with short-form videos, though we’re still figuring out how to connect short viewers with our longer content—it’s still trial and error.
Hishida
As more people discover the Oishisa-Tsutaetai, I believe they’ll also feel the deeper appeal of 7-Eleven itself. We want our content to go beyond simple product introductions—to give viewers small moments of realization or inspiration.
Kouda
Yes! We still have many things we want to try, like audio contents. With narration, people could enjoy the videos while doing something else—broadening the experience. We’ve already started adding a cheerful "Oishisa-Tsutaetai!" at the beginning of each video. We’ll keep finding new ways to make our content enjoyable for everyone.
And so, Kouda and Hishida continue their creative journey—learning, experimenting, and finding new ways to share deliciousness with the world.
This text has been translated using an automatic translation tool.
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