Lawson's Red Perilla and Pickled Plums onigiri made using the new production method. July 10, Shinagawa, Tokyo.
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Lawson released revamped temaki-style onigiri riceballs with a fluffier texture on July 15, just in time for Japan's summer leisure season. This marks the first update to the production method of its onigiri in 13 years, since 2012. Lawson's temaki-style onigiri is a rice ball where the seaweed is kept separate from the rice until just before eating to keep it crispy.
Fluffier Onigiri
As part of the renewal, Lawson has upgraded its production equipment to achieve a soft, fluffy texture that mimics the lightness of rice gently scooped with a rice paddle. By adopting a new technique that spreads the rice into layers without applying strong pressure, the volume of each rice ball has increased by about 30%, even with the same amount of rice. This results in a fluffier texture with more distinct grains.
Six staple onigiri varieties were updated, including Tuna Mayonnaise (¥181) and Grilled Salmon Flakes (¥221). Additionally, Lawson launched a new temaki-style rice ball, Red Perilla with Pickled Plums (¥192). It features rice mixed with Mishima Foods' popular Yukari furikake seasoning and filled with plum-marinated shibazuke pickles.
Growing Popularity
According to Japan's agriculture ministry, consumer spending on rice balls in 2024 has increased by about 30% compared to 2020, showing notable market growth. The number of rice ball specialty shops has also grown by around 70% since 2020, with lightly-pressed, fluffy rice balls becoming especially popular.
Emi Uchida, Senior Merchandiser of Lawson's delicatessen and kitchen division, stated, "About 60% of onigiri purchases are made at convenience stores, according to surveys. This remains a category with plenty of potential." With the renewal, Lawson is targeting a 20% year-on-year sales increase for July.
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Author: The Sankei Shimbun
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