Key Facts
• July 7, 2025: Lawson announced the launch of ‘Vintage 2023’ rice balls.
• July 8, 2025: Product to be sold in approximately 250 stores in Tokyo.
• Price: ¥127, 20% cheaper than the premium rice ball priced at ¥149.
• Ingredients: 2023 harvest aged rice ‘Nanatsuboshi,’ 2 tons procured.
• Product: Simple salted rice ball with no toppings or seaweed.
• Limited availability: Central, Minato, Koto, Shinagawa, Meguro, and Ota wards in Tokyo.
• Purpose: Promote aged rice as ‘Vintage Rice’ amid rising rice prices.
• Future plans: Lawson to use 500 tons of 2021 government reserve rice for meals.
Summary
Lawson is set to release its ‘Vintage 2023’ rice ball on July 8, 2025, in select Tokyo stores. Priced at ¥127, it is 20% cheaper than the premium version, making it an affordable option for customers. The rice ball uses 2023 harvest aged rice ‘Nanatsuboshi,’ with 2 tons procured for this initiative. The product is a simple salted rice ball, designed to let customers experience the flavor of aged rice. This launch aligns with Lawson’s strategy to market aged rice as ‘Vintage Rice’ amidst rising rice prices. Additionally, the company plans to utilize 500 tons of 2021 government reserve rice for future meals, including rice balls and bento boxes.
