“We bring our industry together to find and make our industry’s future,” said NACS President and CEO Henry Armour, broadly speaking about the role of NACS. And that was certainly the case for the record number of attendees at the 2025 NACS Convenience Summit Asia, which took place in Tokyo, Japan.
In every city that hosts a Convenience Summit Asia, tours are focused on the specific retail excellence found in the market. Tokyo, with a population of over 14 million, is densely populated with both people and small-format retail, where customers pick up items that they can carry home, either walking or using public transportation. Only 17% of the population has a car.
Here are 17 themes that I saw over 9.9 miles of store tours spread over three days and 39 locations. To quote the speakers on stage, feel free to “copy, paste, localize and scale.” So come take a walk with me.
All About Foodservice
Hot Is Cool
Be careful which beverages you grab in the “cold vault”—some of them may be hot. Virtually every c-store had a special section of what looked like the cold vault dedicated to ready-to-drink packaged beverages like coffee and tea that were heated. The beverages seamlessly blended in with the overall offer and didn’t require any unique merchandising beyond the different temperatures—except for the signs that screamed “Hot!” that I failed to notice the first time I grabbed one. I’m okay—they weren’t overly hot. It was a great example of providing a new level of convenience to customers who can select either dispensed or packaged options for hot beverages, just like they can with cold beverages.
Ice Is Nice
While some like it hot (beverages, that is), others like to cool down, especially younger consumers who prefer iced coffee to hot coffee. In most stores I’ve seen in the United States, customers seeking iced coffee have to plan an elaborate dance to grab a cup, find the ice machine and then return to a coffee station to prepare a drink. Not in Tokyo. Stores speed up the process—and eliminate the concern over stray ice cubes creating slip-and-fall issues if they melt on the floor. Simply grab a cup that’s lidded and already filled with ice and make your favorite chilled treat.
Between Two Slices
Japanese c-stores are renowned for their sandwiches (or “sandos”), which feature pillowy slices of bread with the crust cut off. The egg sandos are just as amazing as their social media reviews attest, but there are many options, some of which seem to have been designed by a mad scientist. Like blueberry and whipped cream cheese—it was like eating a yogurt parfait between two slices … and delicious. The strawberry and cream sando was even better. And because I can only eat so much, I didn’t get a chance to try some other options like sandwiches filled with mayonnaise and corn—or noodles. Yes, a noodle sando. Next time.
Fresh Without Onsite Prep
A key to the delicious food offered in Japanese c-stores is the efficiency of delivery—as many as three times a day. This allows stores to offer ultra fresh and tasty items without having to prepare food on-site—an important consideration given store footprints are typically between 1,000 to 2,000 square feet. In our pre-tour walk-through, we visited one store that had plenty of out of stocks at the end of a three-day holiday weekend, and I was concerned it wouldn’t be a great visit the next day. But it was fully stocked and full of fresh items.
Going Viral
Sandos aren’t the only fantastic option available for grab-and-go dining. There are many fresh, tasty and relatively inexpensive snacks—and look no further than TikTok to see what people love about them. Leading the way on posts—and views—are onigiri. Technically, many of these rice balls are triangles, but regardless of shape, the packaging is next-level engineering. There is a three-step process to open them so that the moist rice is separate from the crispy seaweed sheet until you’re ready to eat it. The treat is very filling and popular across many other Asian markets. The day I sampled the first of many onigiri (the one with mayonnaise and tuna was my favorite) an article in The Japan Times reported that c-store sales in South Korea increased significantly while sales in competing channels had lagged. A big reason for the growth: value-priced rice balls.
Oodles of Noodles
Remember that “no hot pots” rule in college dorm rooms? Maybe ignoring the rules and heating up a late-night snack is why ramen holds a special place in my heart—and stomach. But if I could go back to school, I’d relocate near a Japanese c-store. Yes, they have the familiar options, but there is so much more, as well as handy hot water dispensers to prepare the meal to eat on-site.
Unique Merch and Services
Save It for a Rainy Day
The weather couldn’t have been nicer during the store tours, but stores were definitely prepared for rainy days. Every store had a stock of umbrellas conveniently located by the entrance for purchase. I didn’t see any of them store branded, but for stores that have raving fans who will buy anything with a logo on it (I’m looking at you, Buc-ee’s), it seems like a potential opportunity for retailers in any country.
ATMs and More
All c-stores had ATMs, but it’s doing them a disservice to call them that—they are really financial services centers. Sure, they could dispense cash. But they also could be used to establish bank accounts, purchase one-day or multi-day car insurance packages, redeem loyalty points, pay bills and even purchase tickets for sporting events or concerts. The machines drive traffic and revenue—10% or more of total store revenues in some cases.
Get Dressed
Some industry experts have called Japan a “sea of sameness,” which is great for customers who have an exceptional experience, but how do stores stand out from the intense and exceptional competition? For FamilyMart, it’s a whole clothing line designed by world-renowned designer Hiromichi Ochiai. The company has sold more than 10 million pairs of socks, but that is just a start. You can buy underwear, dress shirts, jackets and even some shoes. The only branding is a slight hint of company colors on some items.
Innovating Store Operations
Show Them What to Buy
Upscale grocer Meidi-Ya has stores that are about the size of a Trader Joe’s or even smaller. With space at a premium, it’s essential to make it easy to quickly grab items—or find ideas. A QR code next to products showed items needed for a complete recipe, and a video on a small screen showed how to make the meal.
The Price Is Right
Electronic price signs are becoming increasingly common across retail. In the United States, I’ve seen them largely used for high-ticket items like kitchen appliances at The Home Depot. In one Tokyo grocery store, the tags were used to price everyday groceries, including soft drinks. Meanwhile, in c-stores, we saw employees manually putting “on sale” stickers on fresh items to help clear the shelves for the next delivery, a very labor-intensive process. Variable pricing—particularly to mark down items—will probably be much more prevalent as the cost of these tags continues to come down.
Dispenser-Free Fueling
In Tokyo’s downtown, there was a cool solution to move cars through a small lot as they purchase fuel—eliminate the dispensers. Nozzles hung from the canopy, with signs showing the price and volume pumped attached to the ceiling. As a bonus, workers also wiped down cars during the fill-up. A laundry washer and dryer on the forecourt allowed the towels used for these quick cleans to be reused throughout the day.
What Is Location?
The traditional model in the United States—and many other countries—is to find a location that is easily accessible for drivers, preferably taking a right-hand turn (or left-hand turn in Japan). But can a store in a mall that requires going up four escalators and then walking down a long hall that appears to be a dead end also be convenient? In Tokyo, the answer is yes!
At FamilyMart’s Famima!! concept, the lines of customers were truly astonishing. The self-serve line went the whole length of the store and curved around the corner. The cashiered lanes did the same on the other side, with both sides meeting in the back of the store. Unlike other c-stores we visited, this one felt like a purposely designed store, as opposed to others in downtown areas in which stores move into an existing location with set size limits. One other thing worth pointing out: Customers could buy food items and donate them to those in need through marked bins.
In the City
The Quietest Big City … Mostly
Tokyo was described as the “quietest big city in the world” by Mark Wohltmann, NACS director of global, and he wasn’t wrong. Having lived and worked in New York City, which is the very definition of cacophony, Tokyo was eerily the opposite—in a good way. Few people spoke on the subway, or only at a whisper, I never heard a car honk, and it appeared that even construction was more muted.
Then there is the discount store Don Quijote, which made up for the quiet with four stories of sensory overload. Known for skincare products, many of which are big on social media, the store had plenty of products beyond that, and colors, lighting and sounds that would make some of the stores on Canal Street in New York City appear sedate. But it also was awesome.
Portion Control
We visited numerous grocery stores, and I never saw any giant packages—whether for meat, fruits and vegetables or packaged items. Instead, I saw loaves of bread that were half loaves—or even just three slices. For multiple reasons, shoppers visit stores multiple times a week. It’s certainly a convenience culture, and that also plays to c-stores’ strengths.
Calling TruAge
Vending machines were everywhere, mainly for beverages. One of particular interest to me had Kirin’s “Mets” beverage, which seemed to have branding very similar to a certain New York baseball team. But vending machines also sold other products—including cigarettes. The smoking age is 20 in Japan, and it seems that the honor system is in place for whether you are age appropriate to purchase them. The machines seem like a perfect fit for NACS’ TruAge age-verification solution.
Trash Talk
In Tokyo, it’s very difficult to find a garbage can—whether on the street or even in a store. Consumers are encouraged to take their trash home with them. You won’t find many places to throw out cigarettes, either: Most Japanese smokers carry portable ashtrays they put their butts in.
Have Fun
“Every Life, Every Fun” is the message you see at some Famima!! stores, but it’s more than a slogan. Even a merchandise rack featured products that were called “Fun.” I expected toys or games, but it was food. And that word sums up the Japanese retail experience. It was flat-out fun. I can’t wait to come back.