[Reporter’s Notebook] Lessons from Japan's Local Convenience Stores Untouched by Major Corporations

"For people in Hokkaido, Seicomart is the best. It would be a big problem if a large corporation took over. It is a convenience store that is definitely loved by the local residents."

While listening to Japanese reporters talk about convenience stores, I found an interesting point. Reporters from Hokkaido or those working there unanimously mention 'Seicomart' or its shortened form 'Secoma' as a good example of a convenience store. Since Hokkaido is vast, it takes quite a while by car to reach a village, but no matter which small village you go to, Secoma is always present and has an image of being loved.

Exterior view of Seicomart located in Hokkaido. (Photo by Seicomart)

The Japanese convenience store industry, like in our country, is dominated by large corporations. Seven-Eleven Japan, Lawson, and FamilyMart have entered the market until it became saturated. However, the only place they have not entered is Hokkaido. Even when the Hiroshima regional convenience store chain 'Poplar' was acquired by Lawson and articles about the 'crisis of regional convenience stores' followed, the people here did not feel a sense of crisis, showing the special affection residents have for Secoma.

The reason lies in Secoma's management philosophy that values inefficiency. If the local residents need it, they accept losses. A representative example is opening stores on Rebun Island, located at Japan's northernmost point, and Okushiri Island, a remote island at Hokkaido's westernmost point. Most stores even have kitchens and make their own side dishes priced at 130 yen (1,150 won) using only local ingredients. Although they could receive deliveries, they maintain customer satisfaction created by this kind of inefficiency. Thanks to these efforts, Secoma has become not only beloved by Hokkaido residents but also a tourist attraction visited by tourists from inside and outside Japan on every trip.

What about convenience stores in our country? They focus on new desserts released every month and pop-up stores targeting the MZ generation (Millennials + Generation Z), but they neglect true local engagement. The fact that Secoma has risen as a unique brand in the saturated convenience store market with strong consumer loyalty offers significant implications for our convenience store industry, which is on the same path. Korea also needs convenience stores described not as 'everywhere' but as 'indispensable.' We hope for the emergence of a unique brand that can be loved by the nation for a long time.