Japanese discount retailer Don Quijote has begun selling private-brand tuna cans featuring a lottery system where lucky buyers win free product [1].
The move comes as the retailer struggles to lower prices further due to the rising cost of raw materials. By adding a gamified element to a staple grocery item, the company aims to provide perceived value to consumers who are facing persistent inflation.
Starting in January 2026 [1], the store introduced 10-can packs of light tuna flakes in oil [1]. The packs are priced at 863 yen [1], which brings the cost per individual can to approximately 86 yen [1].
Some packages feature a specific label stating, "If you find a winner, 10 cans are a present" [1]. Customers who find this winning label are entitled to receive the 10 cans included in the pack for free [1].
This strategy shifts the focus from direct price cuts to "added value" to keep shoppers engaged. The company is leveraging a tradition of lottery-style prizes often found in Japanese confectionery to attract a broader demographic to its private-brand goods.
"Prices continue to rise, and further price reductions are difficult," Mio Mizukoshi, a spokesperson for PPIH, said. "We have added a value that will further catch the customer's eye," Mizukoshi said [1].
Retailers in Japan are increasingly adopting these tactics across various product lines, including socks, batteries, and ramen, to maintain sales volumes without eroding profit margins in a high-cost environment.
“"Prices continue to rise, and further price reductions are difficult,"”
This promotion signals a shift in Japanese retail strategy where 'gamified value' replaces traditional discounting. As raw material costs make price wars unsustainable, retailers like Don Quijote are using psychological incentives to maintain customer loyalty and move inventory without further slashing margins.
