Ministop brings Okinawan cuisine to Japanese convenience stores with Okinawa Fair

Okinawan cuisine is often overlooked by Japanese food lovers, but it offers a distinct and diverse range of treats thanks to the island’s history and climate. Even if you can’t make it this summer, convenience store Ministop is bringing treats all over Japan with its Okinawa Fair campaign.

If you already know a little about Okinawa specialties, you will not be surprised that the purple sweet potato (beni imo) is one of the main stars of this collection. Several desserts are offered with this popular ingredient.

One of these is the beni-imo foam-based purple sweet potato mont blanc (top photo).

Or you can opt for the tart which combines the taste of sweet potato with almonds and white chocolate.


The beni-imo mousseline cake is particularly moist and light.


The beni-imo festival doesn’t stop there, as there’s also a purple sweet potato croissant in the mix.


One dish that encapsulates the variety of Okinawan food culture influences is taco rice. This combination of Tex-Mex and Japanese cuisine also appears as an option at Ministop.


Another Okinawan favorite dessert is sata andagi, a deep-fried donut-like treat. Ministop’s version is flavored with Okinawa brown sugar.


Ministop has various other Okinawa-inspired offerings in store, which will likely have similar labels to make them easy to recognize. The yellow labels look as tropical as Okinawa itself with shisa the Lions, sanshinand other Okinawan motifs.


The campaign will run until May 8.

Source: @Press

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