May 19, 2000. Sumo and salmon have teamed up to celebrate the 25-year anniversary of Lawson stores in Japan. Mr. Konishiki, the Hawaiian who achieved international celebrity as a champion in the Japanese art of sumo wrestling, is helping Lawson kick off the special 25th birthday campaign. The famous sumo wrestler is attracting huge attention to a special party menu that leads off with the Super Sockeye Lunchbox, which has as its centerpiece the naturally red Alaska sockeye salmon prized in Japan. This high-profile promotion with Lawson is a wonderful entry for Alaska Seafood to a broad distribution channel, comments Ms. Sung Hwa Lee, Japan representative for the Alaska Seafood Marketing Institute.
Customers can appreciate that Alaska salmon is a great choice for everyday modern life.
It s especially popular with students and busy professionals, because they are looking for a healthy meal of superior flavor and quality, at an affordable price. Bright promotional posters at Lawson s 7,500 stores display the Alaska sockeye lunch box and bear a small photo of the famous Konishiki. The sumo celebrity also appears in humorous television commercials associated with the Lawson anniversary and the series of lunchboxes. In addition to using Alaska sockeye salmon, Lawson will also be using Alaska keta salmon for an o-bento featuring a traditional rice ball containing salmon in the center. O-bento lunchboxes are one of the best selling items in convenience stores in Japan, and are purchased in large volume by the businesspeople and students that frequent the stores.