Seven-Eleven Japan Marks Pom Pom Purin's 30th Anniversary With Exclusive Sweets

Seven-Eleven Japan has launched a month-long collaboration campaign with Sanrio character Pom Pom Purin, marking the character's 30th debut anniversary, running from September 8. The campaign centers on three original sweets exclusive to the convenience chain, alongside a mobile app lottery campaign and limited-run merchandise.

The collaboration includes original desserts developed specifically for the campaign, among them a Pom Pom Purin cream milk pudding and a soft, mochi-style white dorayaki featuring the character. A separate seasonal item, an "imagawayaki" pancake stamped with the Pom Pom Purin character seal, is also part of the promotional lineup. Customers who purchase two of the designated Pom Pom Purin sweets receive a sticker, part of a broader incentive structure designed to encourage multiple purchases rather than a single transaction.

Starting September 10, Seven-Eleven's app is running a lottery campaign tied to the collaboration, with a Pom Pom Purin-branded backpack as the grand prize. Two limited-run tile sticker designs are also being distributed as part of the campaign, a scarcity mechanic consistent with recent convenience store promotions in the region designed to drive repeat visits and app engagement rather than a single point-of-sale transaction.

The Pom Pom Purin campaign reflects a well-established pattern in Japan's convenience store sector, using character intellectual property licensing to differentiate limited-edition food products in an otherwise highly competitive and frequently rotating new-product cycle. Seven-Eleven Japan regularly introduces new sweets and snacks on a weekly basis, and character collaborations tied to notable anniversaries offer a way to generate incremental media attention and consumer demand beyond what a standalone flavor launch would typically achieve. The format, pairing exclusive food products with app-based lottery incentives, mirrors similar strategies increasingly used by convenience chains elsewhere in Asia to convert single purchases into recurring app engagement.

Source: Iko-yo News (いこーよニュース), "Seven-Eleven: 9 Must-Check Products and Campaigns for Early September, Featuring New Citrus Smoothies and Pom Pom Purin," September 2026.