AEON Co., Ltd. and AEON Retail Co., Ltd. have officially kicked off their highly anticipated “AEON Summer Gifts 2025” campaign. The annual seasonal initiative launched on Saturday, May 3rd—Japan’s Constitution Memorial Day and a national holiday—and is now available at approximately 2,200 stores nationwide. Participating locations include AEON, AEON Style, and MaxValu, as well as the AEON Shop and other affiliated online platforms.
The summer gift campaign presents itself as both an approach to promote merchandise and an inclusive celebration that unites cultural customs with commercial practices. Japanese society still maintains mid-year gift-giving traditions under the traditional name of ochūgen. AEON designs their merchandise collection to assist customers who want to demonstrate appreciation toward their family members friends business associates and additional supportive individuals from this year.
Approximately 2,500 items in the 2025 promotion align strategically with contemporary customer varieties because they serve various consumer requirements. AEON directs its holiday campaign towards diverse customers interested in luxury premium products, affordable variety gifts and refreshing hot summer treats by placing emphasis on these three segments.
Premium Gifts For Special Occasions
In recent years, there has been a growing trend toward self-indulgence and luxury experiences at home, particularly among middle-aged and older consumers. Reflecting this, AEON has expanded its lineup of high-end products priced above ¥10,000. According to AEON, sales of such premium gifts have increased by 30% compared to last year.
This year’s standout items include:
Roast beef assortments made with carefully selected domestic beef
Salted red salmon cured using traditional Japanese methods
Whole boiled Hokkaido hair crab, a luxury delicacy priced at ¥19,800 (excluding tax)
Melons and mangoes selected for sugar content and ripeness
A highlight of the fruit lineup is the Premium Apple Mango from En’s Farm in Itoman City, Okinawa. These mangoes, grown with strict quality control and rich in flavor, are so sweet they’ve won national awards. They are available in gift sets starting at ¥15,000 and are packaged in wooden boxes to emphasize their luxury status.
Great Value With Discounted Gift Sets
For customers looking for practical and affordable gift options, AEON has prepared a wide range of cost-effective variety sets. These gifts include everyday household staples—such as cooking oils, snacks, instant noodles, and beverages—with discounts ranging from 30% to 50% off the suggested retail price.
This category is especially appealing to customers who wish to give thoughtful, useful gifts during a time of rising prices and household budget concerns. The volume and variety of these discounted sets make them suitable for both individual and corporate gift-giving.
Cool Sweets For A Hot Summer
As Japan continues to experience record-breaking summer temperatures, AEON is responding to the demand for refreshing, temperature-conscious treats. The campaign features a special range of chilled and frozen items, including:
- The fresh seasonal fruit jellies form this collection
- High-end ice cream assortments from popular domestic brands
- Cold traditional Japanese sweets deliver contemporary summer refreshment to customers
These cool gift sets are designed not only for flavor and presentation but also for offering a moment of sensory relief during the hottest months of the year.
Ordering Information
Sales Period: May 3, 2025 (Saturday, National Holiday) to August 8, 2025 (Friday)
Delivery Period: May 26, 2025 to August 25, 2025
Sales Channels:
In-store: AEON, AEON Style, MaxValu, and other AEON-affiliated locations
Online: AEON Shop Summer Gift Page
Through its “AEON Summer Gifts 2025” campaign AEON enables customers to continue traditional practices and spread joy while selecting premium items suitable for seasonal celebrations. The summer range includes gift options ranging from extravagant luxurious choices to affordable essentials and cool refreshments which satisfy various celebration needs.