FamilyMart and Mitsukoshi Isetan launch 2027 New Year food reservations

Major Japanese retailers are launching reservations for 2027 New Year 'osechi' food sets, reflecting shifting consumer preferences toward convenience and diverse flavors.

FamilyMart has announced a lineup of 36 products, including a unique ‘Haitoku Osechi’ (immoral osechi) that features either 350g of Miyazaki beef or 1kg of domestic beef alongside traditional dishes. To combat rising prices, the company has lowered the average price by 726 yen compared to last year and extended the early bird discount period to 68 days. The retailer is also expanding its selection of meat and seafood hors d'oeuvres to appeal to younger generations who are moving away from traditional sets.

FamilyMart’s strategy responds to survey data showing that 72.5% of women wish to reduce the labor involved in New Year preparations. The company offers both home delivery and in-store pickup to improve time efficiency.

Additionally, Mitsukoshi Isetan is promoting its 2027 New Year food offerings, including popular items such as pufferfish sashimi and crab shabu-shabu, allowing customers to order festive meals alongside traditional osechi sets through their online platforms.