Local Supermarket Day (Gotouchi Super no Hi) — from "Go(5)-tou(10)-chi(1)"

What Is Local Supermarket Day?

May 11th is celebrated every year as "Local Supermarket Day." It was established by the Japan Local Supermarket Association to spread the appeal of so-called "gotouchi super" — community-rooted supermarkets found all across Japan. The date comes from a wordplay on the numbers "go (5) - tou (10) - chi (1)."

The Background of Local Supermarket Day

Local supermarkets are gaining attention as stores that reflect the unique products and food culture of their region. Local ingredients, region-exclusive products, and old-fashioned flavors give them a character that national chains can't replicate. As pillars of community life, they're also becoming increasingly popular with tourists.

Features of Local Supermarkets

• Community-rooted product lineups: Shelves are stocked with locally grown produce and processed foods.
• Many exclusive products: Seasonings and snacks you can only buy in that particular region.
• Partnerships with local businesses: Active collaboration with local manufacturers and farmers to develop new products.
• Showcases of local culture: Reflects local food culture and daily life, giving a strong sense of regional identity.

Fun Facts About Local Supermarkets

• From Hokkaido to Okinawa, every region has its own distinctive local supermarkets.
• "Local supermarket tours" are popular enough to be featured in travel guidebooks.
• The prepared-foods section often features dishes unique to that region.
• Region-exclusive seasonings and local drinks are also popular souvenirs.

How to Enjoy Local Supermarket Day

• Visit a local supermarket near you and look for region-specific products.
• Stop by a supermarket while traveling and enjoy local ingredients.
• Try the signature prepared dishes at a local supermarket.
• Buy region-exclusive products as souvenirs.

May 11th: A Day to Rediscover Local Charm

Local Supermarket Day is a chance to take a fresh look at the supermarkets that support a region's food culture and daily life. Even your everyday shopping trip might hold a local discovery. On May 11th, take a moment to feel the charm of your local area through its supermarkets.