Local Supermarket Day (Gotouchi Super no Hi)

What Is Local Supermarket Day?

May 11th is celebrated every year as "Local Supermarket Day." It was established by the National Local Supermarket Association (Zenkoku Gotouchi Super Kyokai) to spread the appeal of so-called "gotouchi super" — community-rooted supermarkets found all across Japan — and was registered with the Japan Anniversary Association in 2021. The date comes from reading 5 and 11 as "go (5) - tou (10) - chi (1)," or "gotouchi," meaning "local."

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 places some travelers make a point of visiting. The association supports local supermarkets and the local food makers who produce each region's specialties, aiming to protect and pass on Japan's rich food culture.

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.
• The association holds a "Local Supermarket Grand Prix" voted on by fans and organizes events such as bus tours of local supermarkets.
• 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.