When do the three ice creams go on sale?

They roll out from Tuesday, November 10, 2026. The day they reach the shelf can vary by store.

Can I buy them at any 7-Eleven in Japan?

No. Matcha & Black Sesame is sold only in Tokyo and Saitama, Sweet Potato & Pumpkin in Kanto and Niigata, and the Brown Sugar Tapioca Ice Bar in Kanto. Some stores inside those areas won’t carry them.

How much do they cost?

Tax included: Matcha & Black Sesame ¥216, Sweet Potato & Pumpkin ¥226.80, and the Brown Sugar Tapioca Ice Bar ¥248.40 (¥200, ¥210 and ¥230 before tax).

Have these been sold before?

The two MOW Special cups are returning. Matcha & Black Sesame first launched in November 2024 as a 7-Eleven exclusive, and Sweet Potato & Pumpkin was sold nationwide at 7-Eleven in limited quantities from October 21, 2025.

Are they limited-quantity items?

Both MOW Special cups say “limited quantity” (数量限定) on the package.

What is “小美” on the brown sugar tapioca bar?

It’s the logo of Hsiao Mei, a Taiwanese ice cream brand, printed on the package. The bar is sold at 7-Eleven stores in Kanto as Lotte’s Brown Sugar Tapioca Ice Bar.

What allergens do they contain?

According to 7-Eleven Japan, of the 8 mandatory allergens, the two MOW Special cups contain egg and milk, and the Brown Sugar Tapioca Ice Bar contains milk.

Is there a cheaper way to pay at 7-Eleven?

Paying by smartphone tap with a Sumitomo Mitsui Card earns 7% back in V Points per ¥200 (tax incl.). Link the 7-Eleven app with V Point and show your member code before paying to get up to 10% (up to 11% with Olive Flexible Pay). Tapping the physical card or paying with iD doesn’t count.

7-Eleven Japan Ice Cream: MOW Special Returns + Boba Bar

Key takeawaysMorinaga’s MOW Special Matcha & Black Sesame and Sweet Potato & Pumpkin return to 7-Eleven from Tuesday, November 10, 2026, joined by Lotte’s Brown Sugar Tapioca Ice Bar. None of the three is sold nationwide: the matcha cup is limited to Tokyo and Saitama, Sweet Potato & Pumpkin covers Kanto and Niigata, and the tapioca bar is Kanto only. Both MOW cups are limited-quantity items.

SMBC Card bonus

Checked on November 4, 2026 against 7-Eleven Japan’s official “Next Week’s New Products” list and product pages.

Rolling out from Tue, Nov 10New at 7-Eleven’s ice cream case: two MOW Special flavors return, plus a brown sugar boba bar

Morinaga’s MOW Special Matcha & Black Sesame and Sweet Potato & Pumpkin are back, joined by Lotte’s Brown Sugar Tapioca Ice Bar. All three are regional releases, and the matcha cup is sold only in Tokyo and Saitama. Check whether your area is covered before you head out.

Contents

Prices and where they’re sold
MOW Special Matcha & Black Sesame
MOW Special Sweet Potato & Pumpkin
Lotte Brown Sugar Tapioca Ice Bar
Paying less at 7-Eleven
Before you go
FAQ

Prices and where they’re sold

Product	Price (tax incl.)	Sales area
Morinaga MOW Special Matcha & Black Sesameはんなり抹茶と黒ごま・ice milk・limited quantity	¥216¥200 before tax	Tokyo, Saitama
Morinaga MOW Special Sweet Potato & Pumpkinスウィートポテト＆パンプキン・ice milk・limited quantity	¥226.80¥210 before tax	Kanto, Niigata
Lotte Brown Sugar Tapioca Ice Bar黒糖タピオカアイスバー・lacto ice	¥248.40¥230 before tax	Kanto

*All three roll out from Tuesday, November 10, 2026. Prices and sales areas are as listed on 7-Eleven Japan’s website on November 4. Product type (ice milk / lacto ice) and “limited quantity” are taken from the packaging. Scroll sideways if the table is cut off.

None of these is a nationwide release. The matcha cup has the smallest footprint: Tokyo and Saitama stores only. Sweet Potato & Pumpkin covers Kanto and Niigata, and the tapioca bar covers Kanto.

Even inside those areas, some stores won’t carry them or will get them later. If you want one on launch day, checking a few nearby stores is your best bet.

MOW Special Matcha & Black Sesame

Morinaga MOW Special Matcha and Black Sesame package and cup, with black sesame paste in the center of matcha ice cream — Image: product photo from 7-Eleven Japan’s website (for illustration)

Price: ¥216 tax incl. (¥200 before tax)
Release: Rolling out from Tue, Nov 10, 2026
Sales area: Tokyo, Saitama
Type: Ice milk (アイスミルク)
Allergens: Egg, milk (from Japan’s 8 mandatory allergens)

A Japanese-style cup with black sesame paste set into the middle of matcha ice cream. Peel back the lid and you’ll see a round pool of black sesame in the green matcha. The English on the package reads “Matcha & Black Sesame Paste.”

It first came out in November 2024 as a 7-Eleven exclusive sold nationwide. 7-Eleven described it then as a special cup ice cream made with matcha and black sesame to bring out the natural taste of the ingredients. The MOW line is made without emulsifiers or stabilizers for the same reason.

This time it’s only in Tokyo and Saitama. If you missed it last time, or you simply love matcha with black sesame, grab one when you see it.

MOW Special Sweet Potato & Pumpkin

Morinaga MOW Special Sweet Potato and Pumpkin package and cup, with a purple and yellow marble swirl — Image: product photo from 7-Eleven Japan’s website (for illustration)

Price: ¥226.80 tax incl. (¥210 before tax)
Release: Rolling out from Tue, Nov 10, 2026
Sales area: Kanto, Niigata
Type: Ice milk (アイスミルク)
Allergens: Egg, milk (from Japan’s 8 mandatory allergens)

An autumn cup that swirls purple sweet potato ice cream with pumpkin ice cream. It was sold nationwide at 7-Eleven in limited quantities from October 21, 2025, and this year it’s back in Kanto and Niigata.

According to 7-Eleven’s 2025 release, the sweet potato side uses concentrated juice from Kyushu-grown purple sweet potatoes, for a gentle aroma and a clean, refined sweetness. The pumpkin side uses a paste of Ebisu pumpkin, a variety known for its high sugar content and dense texture. Because it’s a marble swirl, the balance of the two flavors changes with every spoonful.

Lotte Brown Sugar Tapioca Ice Bar

Price: ¥248.40 tax incl. (¥230 before tax)
Release: Rolling out from Tue, Nov 10, 2026
Sales area: Kanto
Type: Lacto ice (ラクトアイス)
Allergens: Milk (from Japan’s 8 mandatory allergens)

A stick bar of brown sugar–flavored ice with tapioca pearls inside.

The package carries the logo of Hsiao Mei (小美), a Taiwanese ice cream brand, and the English name “Brown Sugar Boba Frozen Dessert Bar.” The Chinese line “濃味焦香口感” roughly means “rich flavor with a toasty, caramelized aroma.” If brown sugar boba milk tea is your thing, this one’s worth a look.

Paying less at 7-Eleven

Pay with a Sumitomo Mitsui Card on your phone

7% back with smartphone tap-to-pay. 7-Eleven is one of Sumitomo Mitsui Card’s eligible convenience stores and restaurants. Pay with Visa or Mastercard contactless on your phone and you get 7% back in V Points per ¥200 spent (tax incl.). Olive Flexible Pay in credit mode earns 8%.
Up to 10% when you link the 7-Eleven app. Link the 7-Eleven app with V Point, show your app member code at the register, then pay by phone tap. 7-Eleven adds 2.5%, and 7-Eleven miles add another 0.5%, for up to 10% (up to 11% with Olive Flexible Pay).
What doesn’t count. Tapping the physical card, iD, and inserting the card are not eligible. At self-checkout, the Apple Pay button runs the payment through iD, so choose “クレジットカード” (credit card) first, then tap your phone. Some stores, such as those inside shopping centers, are excluded.

The points on one ice cream are small, but 7-Eleven coffee and lunches add up every day. See our Sumitomo Mitsui Card (NL) guide for how to pick a card.

Guide

SMBC CardBonus:Up to 12,000 V PointsGet a referral link via a form (1 min)

Before you go

Quick checklist

Each product has its own sales area. Matcha & Black Sesame is Tokyo and Saitama only.
Some stores inside the sales area won’t carry them or won’t have them yet.
They roll out “from November 10,” so shelf dates can vary by store.
Both MOW cups say “limited quantity” (数量限定) on the package.
7-Eleven notes that if sales far exceed expectations and ingredients run short, items may end early.
Prices are the tax-included prices on the official site as of November 4.

FAQ

Q. When do the three ice creams go on sale?: They roll out from Tuesday, November 10, 2026. The day they reach the shelf can vary by store.
Q. Can I buy them at any 7-Eleven in Japan?: No. Matcha & Black Sesame is sold only in Tokyo and Saitama, Sweet Potato & Pumpkin in Kanto and Niigata, and the Brown Sugar Tapioca Ice Bar in Kanto. Some stores inside those areas won’t carry them.
Q. How much do they cost?: Tax included: Matcha & Black Sesame ¥216, Sweet Potato & Pumpkin ¥226.80, and the Brown Sugar Tapioca Ice Bar ¥248.40 (¥200, ¥210 and ¥230 before tax).
Q. Have these been sold before?: The two MOW Special cups are returning. Matcha & Black Sesame first launched in November 2024 as a 7-Eleven exclusive, and Sweet Potato & Pumpkin was sold nationwide at 7-Eleven in limited quantities from October 21, 2025.
Q. Are they limited-quantity items?: Both MOW Special cups say “limited quantity” (数量限定) on the package.
Q. What is “小美” on the brown sugar tapioca bar?: It’s the logo of Hsiao Mei, a Taiwanese ice cream brand, printed on the package. The bar is sold at 7-Eleven stores in Kanto as Lotte’s Brown Sugar Tapioca Ice Bar.
Q. What allergens do they contain?: According to 7-Eleven Japan, of the 8 mandatory allergens, the two MOW Special cups contain egg and milk, and the Brown Sugar Tapioca Ice Bar contains milk.
Q. Is there a cheaper way to pay at 7-Eleven?: Paying by smartphone tap with a Sumitomo Mitsui Card earns 7% back in V Points per ¥200 (tax incl.). Link the 7-Eleven app with V Point and show your member code before paying to get up to 10% (up to 11% with Olive Flexible Pay). Tapping the physical card or paying with iD doesn’t count.

Sources

7-Eleven Japan Ice Cream: Two MOW Special Flavors Return, Plus a Brown Sugar Boba Bar from Nov 10