AI OSECHI Product Development in AEON supermarket.

Osechi ryori is a special traditional dish prepared to celebrate the New Year in Japan. Historically, Japanese families would prepare food in advance to give the “kitchen god” a rest during the first three days of the new year. Osechi is typically served in a layered box called *jubako*, and each type of dish and its presentation represents wishes for the family’s happiness, longevity, and prosperity. In response to the demand for convenience, supermarkets and department stores offer a wide range of osechi, from affordable to premium options.

As of September, major department stores and supermarkets have launched their 2025 New Year’s osechi sales campaigns. While the osechi market saw growth during the COVID-19 pandemic, driven by the demand for home consumption, sales began to decline in 2024, signaling a saturation of the market. In this context, companies are now focusing on attracting younger generations. This year, entirely new products have been developed. Aeon, the largest supermarket chain, is appealing to consumers with unique offerings, such as AI-supervised “futuristic osechi” and the nostalgic “Showa retro” design.

For the “futuristic osechi,” various keywords were entered into a generative AI system, which produced images that inspired the creation of the final dishes. The result includes innovative osechi items like blue-wrapped chocolates and fried chicken garnished with gold flakes. While AI played a role in the design, the flavors were developed by human chefs.

Price is 18,144JPY for 2～3 person. AI thought up the Osechi and human beings incorporated it. Sensation and colour like never before.

By leveraging AI, large companies can accelerate the product development process, easily gather real-time consumer feedback, and incorporate it into their offerings. Moving forward, the fusion of AI and food development will enable more customized products tailored to individual needs, further enhancing competitiveness in the food industry.

Source: Aeon website , AEON press release