Japanese retailers and restaurants are reducing the price of eel ahead of the 2026 Day of the Ox on July 19 [1].
Lower costs provide a rare reprieve for consumers during a high-demand seasonal tradition where eating unagi is believed to provide stamina during the summer heat. The price drops follow an unusually abundant eel catch that has lowered wholesale costs across the market [1, 2].
Retailers have implemented various discounts to pass these savings to the public. Some prices are roughly 10% lower than they were last year [1]. Aeon Retail, specifically in Chiba, has reduced the price of its flagship eel product by 500 yen [2]. The company is also introducing 120,000 extra-large eels into its inventory, the highest number to date [2].
Specialized eateries are also adjusting their menus. At the restaurant Ūshiyama Kaji-Benei, a bowl of nationally sourced eel is priced at 3,000 yen [1]. Yūsuke Ōmura, the manager of Ūshiyama Kaji-Benei, said it is rare for eel prices to drop and that such a trend is welcome for eel restaurant owners [1]. He said the price reductions have continued because of the abundant catch from the previous year [1].
Other major chains have moved early to secure demand. Itō Yokado and its York brands began accepting reservations for Day of the Ox eel dishes on May 27 [3].
While some market reports suggest that eel prices generally remain high, the current trend among these major retailers and specialty shops indicates a temporary shift toward affordability [1, 2].
“It is rare for eel prices to drop and that such a trend is very welcome for eel restaurant owners”
The reduction in eel prices highlights the volatility of the unagi market, which is heavily dependent on catch volumes and wholesale stability. While a 'bountiful catch' allows retailers like Aeon and Itō Yokado to lower consumer prices, the contradiction in broader market reports suggests that these discounts may be localized or specific to certain product tiers rather than a permanent market-wide price correction.
