# Seven Stars (cigarette)

Seven Stars (セブンスター, Sebun Sutā) is a brand of cigarettes produced by Japan Tobacco.

## History

Seven Stars was launched on February 1, 1969, as the first cigarette with a charcoal filter, and was created in response to customer demands for low-tar, menthol, and D-spec (low smoke smell) products. The brand uses domestically blended tobacco (mainly leaf tobacco), and is popular amongst all Japan Tobacco brands. From 1975 to 1977, it was the best-selling brand in Japan. Later, was ranked 2nd in sales following the 1977 launch of Mild Seven. From the first quarter of 2008 until 2016, the Seven Stars brand returned to best-selling status. Various nicknames for Seven Stars cigarettes include Setta (セッタ) and Sesta (セスタ).
Changes in the cigarettes' design have been made several times, but the 20-cigarette box has been largely unchanged since launch. 1993 saw a change in size to king size, some changes were made to the logo on the packs in 1999, and in early 2012, new inks and metallic finishes were applied to the packaging.
Since the beginning of the 21st century, low-tar and menthol variants are also sold; the latter, introduced on August 3, 2009, originally used a special charcoal filter to prevent covering and adsorption of the menthol, but this was changed to a plain filter on April 14, 2014. The tar content of the medium and light variants was lowered to 10 and 7 mg in the middle of June 2015, with the tar content label being displayed more prominently on the packaging.
Due to a tobacco tax increase on October 1, 2010, and consumption tax increase on April 1, 2014, the prices of all Seven Stars products were raised to 440 and 460 yen.

## Marketing

A tree used on a Seven Stars package became a scenic spot representative of the hills of Biei, Hokkaido.
In the mid-1990s and early 2000s, the brand was promoted by actors Etsushi Toyokawa, Tetta Sugimoto, and Shōei. From 2007 to 2011, music acts Boom Boom Satellites, The Lowbrows, and ripvanwinkle also participated in promoting the brand, including as part of magazine advertisements portraying them as "men who resonate with Seven Stars" (セブンスターと響きあう男たち, Sebun Sutā to Hibikiau Otokotachi).

### Slogans

Seven Stars has used multiple different slogans, among them:
* "Indelible Man" (消せない男, Kesenai Otoko) (1996)
* "Silent Smoke" (1998–2001)
* "Seven Stars Man" (セブンスターの男, Sebun Sutā no Otoko) (2003)
* "Exalted, Quietly." (静かに、高ぶる。, Shizuka ni, Takaburu.) (2007–2011)
* "Just one thing: a certain taste." (ただひとつ、確かな味わい。, Tada hitotsu, tashikana ajiwai.) for original variants
* "Unwavering umami." (ゆずれない、うまさ。, Yuzurenai, umasa.) for medium variants
* "Polished umami." (研ぎ澄まされた、うまさ。, Togisumasarete, umasa.) for light variants
* "The choice is mellow." (極めたのは、芳醇。, Kimeta no wa, hōjun.) for Real Rich variants
* "The choice is richness." (極めたのは、濃厚。, Kimeta no wa, nōkō.) for Real Smoke variants
* "Menthol You Can Taste" (味わえるメンソール, Ajiwaeru Mensōru), "Solid, Super-Menthol" (ゆるぎない、強メンソール, Yuruginai, Kyō-mensōru), and "The flavour of ripe leaves, with menthol." (メンソールに、完熟葉の旨みを。, Mensōru ni, kanjukuyō no umami wo.) for menthol variants
* "Superfine. Menthol is the sole focus." (極細。メンソール、一点集中。, Gokuboso. Mensōru, itten shūchū.) for Cutting Menthol variants
* "Japan's only. The sharp choice, charcoal menthol." (日本唯一。鋭さ極めた、チャコールメンソール。, Nihon yuiitsu. Surudosa kimeta, chakōru-mensōru.) when the charcoal-filtered menthol variant was first released
Slogans for discontinued products include:
* "Black with a crisp, brilliant taste and an umami that stands out." (冴えるキレ味、うまさ際立つブラック。, Saeru kiremi, umasa kiwadatsu burakku.) for Black Impact
* "Piercing Super-Menthol." (突き刺さる、強メンソール。, Tsukisasaru, Kyō-mensōru.) for Light Menthol
* "Crisp flavour. Solid taste." (冴えるキレ味。ソリッドテイスト。, Saeru kiremi. Soriddo teisuto.) for Solid
* "Extreme coldness. Alaska Menthol." (過激な冷たさ。アラスカ・メンソール。, Kagekina tsumetasa. Arasuka Mensōru.) for Alaska Menthol
* "PLAY! SNAP" for the Snap Box

### Markets

Seven Stars cigarettes are mainly sold in Japan, but also were or still are sold in Singapore, Austria, Ukraine and Afghanistan.

## Sponsorship

Seven Stars sponsored the Honda works team in the Suzuka 8 Hours motorcycle race from 2003 to 2006, where the team ran two bikes. In 2004, riders Tohru Ukawa and Izutsu Yoshiyasu claimed victory. Another win followed in 2005 with Ukawa and Ryuichi Kiyonari. Honda-themed Seven Stars packs were sold at Suzuka Circuit during the race.

## Products

* Seven Stars (Soft Pack/Box)
* Seven Stars Medium (Box)
* Seven Stars Lights (Box)
* Seven Stars Black Impact (Soft Pack)
* Seven Stars Menthol (Box)
* Seven Stars Lights Menthol (Soft Pack/Box)
* Seven Stars Black Charcoal Menthol (Box)
* Seven Stars Revo Lights Menthol
* Seven Stars Revo Super Lights
Below are all the variants of Seven Stars cigarettes, with the levels of tar and nicotine included.
| Name | Release date | Date of discontinuance | Price in ¥ | Tar | Nicotine | Description |
| Seven Stars | February 1, 1969 | Still available | 460 Yen | 14 mg | 1,2 mg | Hanshin Tigers package released in limited quantity in 2005. In addition, as a limited package, a Black Edition was released in 2008 and Special edition was released in limited quantity in 2009, respectively. |
| Seven Stars EX | October 1, 1986 | December 1993 | 240 Yen | 14 mg | 1,3 mg | At the time in 1986, it was released as a King size (85 mm) version of Seven Star which was a long size (80 mm). However, the leaf blend was different, not the domestic blend but the same American blend as the Mild Seven. In addition, the tar value was lower by 1 mg and the nicotine value was set higher by 0.1 mg in comparison with Seven Star of the time. Abolished with Seven Star's 1993 King size. |
| Seven Stars 10 Box | May 1, 1990 | Still available | 460 Yen | 10 mg | 0,8 mg | Release ~ October 2008 is a custom light box, the name of Seven Star Medium Box from November 2008 to June 2014, the box top was golden. |
| Seven Stars Custom Light | November 1, 1993 | October 1995 | 240 Yen | 11 mg | 1,0 mg | Soft pack, de facto revival as Seven Stars 10 in July 2014 |
| Seven Stars Box | August 1, 1995 | Still available | 460 Yen | 14 mg | 1,2 mg | Side slide box (Limited Edition) released in limited quantity in 2007. |
| Seven Stars Menthol Box | August 1, 2000 | Late February 2011 | 440 Yen | 12 mg | 0,8 mg | Successor: Seven Stars Deep Menthol Box. Side slide box (Limited Edition) is released in limited quantities in 2007 and 2009. |
| Seven Stars Menthol Light Box | June 4, 2001 | October 31, 2008 | 300 Yen | 8 mg | 0,6 mg | Tar value unification with light menthol of soft pack with standard change |
| Seven Stars 7 Box | July 1, 2004 | Still available | 460 Yen | 7 mg | 0,7 mg | The name of the Seven Stars Light Box until June 2014, the box top was silver. Initially at the launch in 2004, it was a product limited to the Fukuoka prefecture, but from 2005 the next year it expanded its sales area to national sales. |
| Seven Stars Levo Light Menthol Box | February 1, 2005 | January 2011 | 440 Yen | 7 mg | 0,6 mg | D-spec Seven Star Menthol leaves are used. |
| Seven Stars Revo Super Light Box | July 1, 2005 | January 2011 | 440 Yen | 5 mg | 0,5 mg | I use D-spec lights and custom light leaves. |
| Seven Stars Levo Ultra Light Menthol Box | January 16, 2006 | January 2009 | 320 Yen | 3 mg | 0,2 mg | D-spec |
| Seven Stars Light Menthol | February 4, 2008 | May 2011 | 440 Yen | 7 mg | 0,6 mg | As a limited package in 2009 the special edition was released in limited quantity. Box top is yellow green. |
| Seven Stars Light Menthol Box | November 1, 2008 | May 2011 | 440 Yen | 7 mg | 0,6 mg | Change name and taste in November 2008 (Soft pack and unified). Side slide box (Limited Edition) released in limited quantity in 2009. Until October 2008 the box top was silver color with the name of Menthol Light, but it was replaced with yellow green upon package change. Package is same as soft pack. |
| Seven Stars Alaska Menthol Box | December 2, 2008 | May 2014 | 440 Yen | 5 mg | 0,4 mg | Successor: Seven Stars Menthol 5 Box. Brand shift from Salem Alaska Menthol since October 2011. Filter is a plain filter with flavored threads. As a triple mint recipe, by blending Peppermint, Corn Mint, Spearmint with optimum balance, adding menthol to three parts of knurling, filtering and enclosing aluminum, it emphasizes more menthol feeling, "It is frozen as super Strong menthol sense" has been realized. |
| Seven Stars Black Impact | February 2, 2009 | May 2011 | 440 Yen | 7 mg | 0,7 mg | Seven Stars wearing black. It was released as a 40th anniversary commemoration release. |
| Seven Stars Black Charcoal Menthol Box | August 3, 2009 | Late February 2011 | 440 Yen | 7 mg | 0,6 mg | Successor: Seven Stars Solid Menthol Box. Japan's first charcoal filter / menthol. |
| Seven Stars Black Impact Box | April 1, 2010 | Late February 2011 | 440 Yen | 7 mg | 0,7 mg | Successor: Seven Stars Solid Box. |
| Seven Stars Deep Menthol Box | Late February 2011 | May 2014 | 440 Yen | 12 mg | 0,9 mg | Successor: Seven Stars Menthol 12 Box. Successor to "Seven Star Menthol Box" released until the end of February 2011. Changed from a plain to a charcoal filter, menthol feeling became stronger. Also, the indicated nicotine value went from 0.8 mg to 0.9 mg. |
| Seven Stars Solid Menthol Box | Late February 2011 | May 2014 | 440 Yen | 7 mg | 0,6 mg | Successor: Seven Stars Menthol 8 Box. Successor to "Seven Stars Black Charcoal Menthol Box" which was the first charcoal filter menthol in Japan. It was renewed, and the feeling of menthol became stronger. |
| Seven Stars Solid Box | Late February 2011 | July 2014 | 460 Yen | 7 mg | 0,7 mg | We renewed from "Seven Stars Black Impact Box" from late February 2011. Stimulation was suppressed in taste, ease of sucking increased. Sales scheduled for completion in mid July 2014 |
| Seven Stars Cutting Menthol | August 29, 2011 | February 2017 | 460 Yen | 7 mg | 0,6 mg | Seven Star's first super slim product. Filter is a plain filter with flavored threads. Beginning in mid-November 2011, we are further enhancing the feeling of menthol. |
| Seven Stars Menthol Snap Box | September 3, 2012 | May 2014 | 440 Yen | 7 mg | 0,7 mg | |
| Seven Stars Real Rich | December 2, 2013 | Still available | 460 Yen | 14 mg' | 1,2 mg | A product that realized rich and rich flavor / fragrance with little spicy. Package of elegant shade based on deep red. |
| Seven Stars Real Rich | December 2, 2013 | Still available | 460 Yen | 14 mg' | 1,2 mg | A product that realizes a rich smokey feeling with sharpness. Package of powerful shade based on black. |
| Seven Stars 1 | July 1, 2014 | Still available | 460 Yen | 1 mg | 0,1 mg | |
| Seven Stars 4 | July 1, 2014 | Still available | 460 Yen | 4 mg | 0,4 mg | |
| Seven Stars 7 | July 1, 2014 | Still available | 460 Yen | 7 mg | 0,7 mg | |
| Seven Stars 10 | July 1, 2014 | Still available | 460 Yen | 7 mg | 0,7 mg | |
| Seven Stars Menthol 5 Box | April 14, 2014 | Still available | 460 Yen | 5 mg | 0,5 mg | Successor to "Seven Stars Alaska Menthol Box" released until May 2014. It was changed from a flavored threaded filter to a regular plain filter, and the rich flavor and deep flavor of ripened leaves has been changed to a blend of features. |
| Seven Stars Menthol 8 Box | April 14, 2014 | Still available | 460 Yen | 8 mg | 0,7 mg | Successor to "Seven Stars Solid Menthol Box" released until May 2014. Changed from a charcoal to a plain filter, the rich flavor of ripened leaves and deep flavors have been changed to a blend of features. In addition, the tar / nicotine display value went from 7 mg / 0.6 mg to 8 mg / 0.7 mg. |
| Seven Stars Menthol 12 Box | April 14, 2014 | Still available | 460 Yen | 12 mg | 0,9 mg | Successor to "Seven Stars Deep Menthol Box" released until May 2014. Changed from a charcoal to a plain filter, the rich flavor of ripened leaves and deep flavors have been changed to a blend of features. |
| Seven Stars Menthol Beat 8 Box | September 25, 2015 | Still available | 460 Yen | 8 mg | 0,6 mg | With a firm menthol taste, you can enjoy with menthol feeling sucking response with a refreshing aftertaste |
| Seven Stars Menthol Smash 8 Box | September 25, 2015 | Still available | 460 Yen | 8 mg | 0,6 mg | Before crushing the capsule, it is a simple strong menthol, after smashing the product the smell of lemon apple spreads |
| Seven Stars Long Time 6 Box | January 15, 2016 | Still available | 480 Yen | 6 mg | 0,6 mg | Products that doubled smoking time by devising combinations of various raw materials such as blank paper and cigarette leaves |
| Seven Stars Long Time 10 Box | January 15, 2016 | Still available | 480 Yen | 10 mg | 1,0 mg | Products that doubled smoking time by devising combinations of various raw materials such as blank paper and cigarette leaves |
| Seven Stars Long Time Menthol 8 Box | January 15, 2016 | Still available | 480 Yen | 8 mg | 0,7 mg | Products that doubled smoking time by devising combinations of various raw materials such as blank paper and cigarette leaves |