#Japan #Tokyo #Seven-Eleven #Benesse #Shimajiro

Seven-Eleven and Benesse Join Forces for Eco-Friendly Initiatives

October serves as Food Loss Reduction Month in Japan, and to mark this important occasion, Seven-Eleven Japan, headquartered in Chiyoda, Tokyo, is launching a collaborative effort with Benesse Corporation, based in Okayama. Together, they aim to educate families about sustainable shopping behaviors while nurturing eco-conscious attitudes in children through their beloved character, Shimajiro.

Background of the Initiative

Seven-Eleven Japan has been actively combating food waste by implementing various strategies. Among these is the “Eco Price” campaign, which focuses on discounting products that are close to their expiration dates. Furthermore, the concept of “Teamedai Dori”, encourages customers to choose items that are nearing their sale expiration, promoting a more sustainable way to shop. These proactive measures have already made significant strides in food waste reduction.

To enhance this initiative, Seven-Eleven Japan and Benesse’s prominent educational program, Kodomo Challenge, will introduce special Shimajiro-themed “Eco Price” stickers and “Teamedai Dori” promotional materials. These will be available at a selection of Seven-Eleven stores throughout October.

Additionally, Kodomo Challenge’s Step curriculum for 4-5 year olds will feature a special booklet titled Eco Shopping at Seven-Eleven, which parents can read with their children. This booklet offers practical tips on how to shop sustainably, encouraging discussions about environmental awareness in the family.

Educational Goals with Shimajiro

Shimajiro has long been a part of the Kodomo Challenge ethos, designed to empower children with the ability to make choices. By engaging kids in their normal shopping routines, Seven-Eleven and Benesse aim to naturally instill a sense of environmental responsibility and action. The collaboration supports children in understanding concepts of wastefulness and the importance of respecting the resources around them.

Seven-Eleven Japan and Benesse are committed to continuing their efforts in promoting eco-friendly practices that are accessible to everyone. This is just the beginning of a long-term strategy to inspire families to adopt sustainable habits.

For more information on this initiative, visit here.

Features of the October Kodomo Challenge Booklet

The Eco Shopping at Seven-Eleven booklet is an excellent resource for families, featuring quizzes and activities involving Shimajiro to make learning fun. It equips parents and children alike with insights on making environmentally friendly choices while shopping. This engaging approach opens up valuable conversations about ecology and sustainability amidst daily family activities.

Upcoming Promotions

• - Eco Price Stickers Featuring Shimajiro

- Availability: Planned for October to December 2025.

• - Teamedai Dori Promotional Posters

- Expected to be displayed in October 2025.

Note that the Shimajiro “Eco Price” stickers will be available until supplies last, and not all store locations may participate in the campaign.

About Kodomo Challenge

Founded in 1988, Kodomo Challenge provides educational products and services tailored for children aged 0-6 years, fostering a growth mindset through play and learning supported by parents. The program includes rich resources, such as English learning materials, television programs, and concerts. These initiatives nurture children's creativity and capabilities, preparing them for future success.

Shimajiro’s Environmental Messaging

At its core, Shimajiro represents the spirit of valuing resources and caring for the environment, helping to shape a generation that will prioritize sustainability. As children learn through engagement with this character, they develop the skills and awareness needed to become proactive stewards of their planet.