"Fukushima Fresh Fish Delivery" to Launch Limited-Time Sales at 5 New Stores in Kanto

Fukushima Prefecture, the Fukushima Prefecture Fisheries Cooperative Federation (hereinafter "JF Fukushima Fishery Federation"), and AEON RETAIL Co., Ltd. (hereinafter "AEON RETAIL") will sequentially launch "Fukushima Fresh Fish Delivery," a limited-time sales initiative to sell seafood landed in Fukushima Prefecture once a month on weekends*1) at five new stores in the Kanto region, starting Saturday, June 13th.

AEON RETAIL began selling bonito landed at Onahama Port in 2012, the year after the Great East Japan Earthquake, to dispel reputational damage concerning Fukushima Prefecture's seafood products. Since June 2018, aiming to expand sales channels, AEON RETAIL has been collaborating with Fukushima Prefecture and JF Fukushima Fishery Federation on "Fukushima Fresh Fish Delivery."

"Fukushima Fresh Fish Delivery" sells fresh, seasonal fish caught in the rich fishing grounds where the Kuroshio and Oyashio currents meet. Through customer service and tastings by specialized sales staff, we convey the appeal of Fukushima Prefecture's seafood products, including preparation methods, freshness, and quality. Supported by customers' voices saying "We want to support Fukushima," we have expanded our permanent stores to 17 and our limited-time sales locations to 10*2), selling a cumulative total of approximately 560 tons*3). Through these initiatives, we have contributed to securing and expanding continuous sales channels for Fukushima Prefecture's seafood products, and through communicating their safety and appeal, we have also contributed to the recovery of consumption.

Fifteen years have passed since the earthquake, and while the percentage of consumers hesitant to purchase Fukushima Prefecture's food products has decreased from 19.4% in 2013 to 4.0% in April 2026, it remains high compared to other regions, forcing businesses in Fukushima Prefecture to operate under a continued disadvantage*4).

This year, driven by the desire to "let more customers know about the fresh, delicious, safe, and secure seafood from Fukushima," we are launching a limited-time sales initiative in five stores, separate from our permanent stores. This will be the first time in the Kanto region to implement this on a monthly weekend basis*1) using a caravan method.

AEON RETAIL will continue this initiative with the cooperation of local communities, aiming not for mere one-sided support activities, but for a recovery of Fukushima Prefecture's fisheries industry that brings mutual benefits.

[Overview of Limited-Time Sales at 5 Kanto Stores]

Launch Date: Sequentially from Saturday, June 13, 2026

*Implementation dates vary by store. Please check [Reference] for details.

Participating Stores: AEON Sagamihara Store (Sagamihara City), AEON Tsuchiura Store (Tsuchiura City), AEON Tsukuba Store (Tsukuba City), AEON STYLE Himonya (Meguro Ward), AEON STYLE Ichikawa Colortown (Ichikawa City)

*1: Implementation dates and frequency vary by store.

*2: This is the number of stores for fiscal year 2026. The number of limited-time sales stores may change depending on the fiscal year.

*3: Cumulative sales volume from fiscal year 2018 to fiscal year 2025.

*4: Regarding the "Survey on Consumer Awareness Regarding Reputational Damage" (19th Survey) by the Consumer Affairs Agency.

https://www.caa.go.jp/notice/entry/045347/

[Reference]

<About Stores>

● Limited-Time Sales Stores: 15 stores (Stores newly developed this time are in bold)

Held once a month for two weekend days (Saturday and Sunday). Implementation dates and frequency vary by store.

Announcements will be made in-store two weeks prior to implementation.

● Permanent Stores: 17 stores

<Tasting of "Surf Clam" at Newly Developed Stores>

*Image is for illustration purposes.

Through various initiatives, "Fukushima Fresh Fish Delivery" conveys the appeal of Fukushima Prefecture's seafood products to make them a familiar presence nationwide.

To commemorate the launch of new limited-time sales in the Kanto region, tastings of Fukushima Prefecture's surf clams will be held at the five newly developed stores. Surf clams are one of Fukushima Prefecture's representative seafood products, with fishing season opening in June, marking their peak.

They are characterized by their strong umami and satisfying texture.

At the stores, tastings will be conducted alongside explanations by specialized sales staff, including recommendations for preparation methods and how to shuck them, providing concrete ideas for home cooking.

By allowing customers to experience the deliciousness through tasting and encouraging actual purchases, we aim to further expand consumption of Fukushima Prefecture's seafood products.

Date and Time:

➀ Saturday, June 13, 2026, and Sunday, June 14, 2026

➁ Saturday, June 27, 2026, and Sunday, June 28, 2026

Participating Stores:

➀ AEON Tsuchiura Store, AEON Tsukuba Store

➁ AEON STYLE Himonya, AEON Sagamihara Store, AEON STYLE Ichikawa Colortown

*Sales will end once supplies are depleted.

End