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Japanese convenience stores, known as the name Conformembodying the best of Japanese culture and creativity. Since the 7-Eleven and Lawson brands made the jump from North America in the 1970s, Japan did what it often does with foreign imports: made them and improved them.
One -shop shops for everything, from clothing to makeup through household items, Conform are open to the stopwatch as “life infrastructure” (an official classification of the Japanese government), offering vital services for daily life. You can pay invoices, send mail and make your photocopy. There is one on each city block and sometimes several: the different channels include “Famima” (Family family), “Sebun” (7-Eleven) And Lawson.
But it's the food that makes Conform Such vital destinations. They are not only intended for households in the city with limited cooking spaces and household appliances, but also working poor in time and aging communities of rural cities which are not able to shop and cook. The variety of freshly prepared options is amazing. This includes Niigiri (rice balls wrapped in algae) with deposits such as Bonito Flakes, Tuna Mayo and Umeboshi (marinated plum); Sushi rolls; Hot snacks like karaage (fried chicken), which is fried in store; Osouzai (side dishes) like the braised pork belly and grilled fish; Ramen; and pastries and desserts. Regional differences reflect local tastes. Conform In the North, for example, could have a limited miso ramen, famous in Hokkaido, while the South Conform Aura Tonkotsu, a popular pork ramen in Kyushu.
Chef Brendan Liew and Caryn NG were founders of Pop-Up Chotto in Melbourne (Liew is currently in the city KissA sushi Omakase restaurant) and spent more than a decade traveling to Japan. In Konbini: cult recipes, stories and adventures of emblematic convenience stores in Japan (Smith Street Books), they offer a study of Conform Like “B-Gourmet Wonderlands”. Liew says to me: “There is always a twist, an element that distinguishes food from standard dishes. konbini Sando ham and cheese will contain a whole egg with Mayo Kewpie and special Kamakura ham. A macaroni salad will be enriched with Mentaiko (spicy Pollock Roe) to improve Umami and provide a spicy kick. A Hamburg steak will be made with high -end Wagyu beef. Tourists can gravitate to emblematic or junky articles like Sandos and the fried chicken, as well as the inhabitants, but the inhabitants also count on salads, bento and other prepackaged foods for a healthy balanced diet. »»
Quality is motivated by fierce competition between channels and opinion differs on the best version. In his television series Unknown piecesChef Anthony Bourdain was lyrical on the Sandos eggs of Lawson (calling them “love pillows”). And its approval always maintains swinging. But Liew thinks that the 7-Eleven are better, as are countless other tastes manufacturers. As for the highly contested category of fried chicken, there are different camps for “nanachiki” of 7-Eleven, “Eruchiki” by Lawson or “Famichicki” by Familymart.
In 2002, Lawson presented a range of premium onigiri focusing on high -end local ingredients in order to differentiate. The garnishes include the belly of toasted salmon, the Maguro Tataki (tuna sliced) and the Umeboshi (marinated plum) made using pre -Menko ume plums. “During a recent trip, I had an onigiri filled with raw eggs,” explains the British chief Tim AndersonThe author of several books on Japanese cuisine. “You bite yourself and get this delicious yellow flowing like a self-skateful snack. Makeing a single hand would be a feat. Producing them en masse and making them fresh and intact in a convenience store is incredible.”
Lawson was also the high quality pioneer konbini Cakes and desserts at a time when this category was largely the field of specialized cake stores. Its “most sold premium cake” is a sponge filled with cream which is a unique edge for the solo restaurant and costs around £ 200 (about £ 1). Among other channels, Ministop is renowned for its “soft cream” in limited edition (flexible service) and its perfumes made in store using precious fruit locally.
For foreign visitors, Conform are at the forefront of a global trend for “supermarket tourism”. With their abundant scholarship (constantly reconstituted and perfectly presented) and distinctive signaling, they were adopted as Japanese sanctuaries par excellence to excellence and efficiency. “It's like a treasure hunt in a konbini“Said Liew.” So much with personalized items at each location. You enter and are dazzled.
In their development of novelty elements, Conform are retail leaders. “Lawson, for example, has eight teams across Japan by creating limited editions that draw from popular games (such as THE Legend of Zelda) and anime, and work on collaborations with local brands and restaurants, “explains Ng.” The chain releases 100 new products per week with 200 new products launched in the Bakery section each year. The recent Nigo appointment as a creative director of Familymart signals the importance in this sector of the use of businesses based on trends and the strong brand to gain a competitive advantage. good luck Supports marketing and digital signaling in FamilyMart store as well as the new generation store and the development of strategic products.
“I often go to a konbini For the pleasure of seeing the new flavors of beer, kitkat or chips, “explains Anderson.” This aspect of novelty of food culture lacks in the West. We also have different expectations of what can or should be a food for convenience. In the United Kingdom, I miss Conform On a daily basis. Especially when I travel. Can we please get good food in stations? I don't always want to eat a wand.
