If you’ve ever been to Hokkaido, chances are you’ve come across a Seicomart, the local convenience store chain that’s practically a cultural icon. While the chain is not found in Tokyo, you don’t actually need to go all the way to Hokkaido to experience it. One blistering hot summer day, I decided to go see what the fuss was all about.
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What is Seicomart?
Seicomart is a Hokkaido-based convenience store chain founded in 1971, and the dominant conbini in the northern Japan prefecture. Known for its strong local presence and unique offerings, it is found in only two other prefectures outside of Hokkaido — Saitama and Ibaraki.
Locations – why Ibaraki and Saitama?
While 90 percent of Seicomart’s some 1,200 stores are located in Hokkaido, there are about 100 on the main island of Honshu, with the majority in Ibaraki Prefecture.
I got curious as to why Ibaraki, a quiet prefecture not usually on travellers’ radars, was picked as the place to expand. While there is no answer on the official website, I stumbled across this Japanese post which surmised that the key factor lies in Seicomart’s origins.
Apparently the chain was established by a Hokkaido liquor wholesaler that aimed to modernize liquor stores into convenience stores. Two years after its launch, an Ibaraki-based firm acquired franchise rights for Seicomart, later also operating stores in neighboring Saitama.
While Seicomart attempted to expand into other prefectures through similar partnerships up until the early 1990s, these ventures were less successful, leading the company to withdraw.
Meanwhile, the stores in Ibaraki and Saitama remained due to their established presence and logistical advantages. A ferry route between Tomakomai (Hokkaido) and Oarai (Ibaraki) also means that the two prefectures are effectively neighbours.
Differences between Seicomart and other conbini
While Seicomart has all the standard offerings of a conbini, there are four main differences between it and your average 7-Eleven.
- It is not open 24 hours.
- It sells original foods created using Hokkaido’s local materials and ingredients. Starting with the popular Hokkaido milk, it also has its own juice, alcohol, desserts, cup noodles, bread, snacks, and even their own delicatessen.
- Hot Chef offers a variety of freshly prepared dishes. Convenience stores meals are usually synonymous with microwavable or cold options. At Seicomart, however, the hot food menu is handmade in the kitchen inside the store, and sold fresh and hot.
- It boasts an imported wine lineup from all over the world. This is likely due to its origins as a liquor wholesaler.
My review of Seicomart
I visited a Seicomart branch in Ibaraki Prefecture, located around 1.5 hours from Tokyo. These convenience stores in Honshu are not really convenient as you need a car to reasonably go there.
The iconic orange signage and Hot Chef branding was unmissable. Upon entry, my first impression was that it looks like any other convenience store. The Hot Chef selection here was rather modest, but we picked up the hot chicken bites and roast potatoes, plus an egg and pork rice bowl.
Next to the Hot Chef section, there was also a range of freshly made onigiri and pastries available. Prices were average for a conbini. Everything seems so expensive nowadays.
Taste-wise, the chicken was delicious. Juicy and flavoursome, it was better than KFC in Japan, which tends to be quite dry. (The fact that they also don’t sell potato and gravy is a travesty, but that’s another matter). The roast potatoes were good as well, but needed gravy or some sauce. The egg and pork bowl is a favourite of my friend, and once again proved satisfying.
Overall, Hot Chef is good, but the other range of products is nothing special. If you have one near you that is actually convenient, I can understand visiting to grab a quick bite. But it is not really worth travelling for. Either way, my curiosity is satiated.
If you’re looking for other eats, particularly in Tokyo, check out the full list of my reviews.