NewDays, the popular convenience store chain operated by JR East Cross Station Retail Company, is launching its first-ever “Guilty Pleasure Fair” from June 16 to July 6, 2026. This limited-time event focuses on decadent, high-calorie, and rich-flavored foods that combine garlic, pork back fat, and other indulgent ingredients.
About the Guilty Pleasure Fair at NewDays
Travelers and visitors in Tokyo looking to try unique Japanese convenience store foods will find this fair especially appealing. It offers a chance to enjoy bold, flavorful items that are perfect for those wanting to experience Japan’s creative take on comfort food during their trip.
The “Guilty Pleasure Fair” features nine special menu items that mix rich ingredients for a satisfying and indulgent experience. Highlights include the “Sugo-Oni Pork Back Fat Garlic Ramen Style Rice Ball,” which layers thick slices of grilled pork, spicy tempura bits, noodles, cabbage, and bean sprouts on rice cooked in pork bone broth, all topped with garlic and pork back fat for a punch of flavor. Another standout is the “Sugo-Oni Cheese & Tartar Sauce Fried Horse Mackerel Rice Ball,” combining ketchup rice with diced cheese, tartar sauce, sliced cheese, and fried horse mackerel.
Other items include the “Guilty Garlic Carbonara Rice” bento, “Soba Shop Full Stomach Bowl,” chilled carbonara pasta with bacon and cheese, garlic butter mayo soft-boiled egg, spicy pork steak sandwich, meat-packed mashed cheese sandwich, and a cheese macaroni and taco meat whole wheat roll. Prices range from ¥320 to ¥698, all tax included.
Highlights
- Event runs from June 16 to July 6, 2026, at NewDays and NewDays KIOSK stores.
- Nine indulgent menu items featuring rich ingredients like garlic, pork back fat, cheese, and bacon.
- Special app promotions: Buy two eligible items and get a free 600ml NOPE Guilty Carbonated Drink (June 16–29).
- From June 30, app members receive a ¥50 discount coupon for fair items.
- Prices range from ¥320 for the garlic butter mayo soft-boiled egg to ¥698 for the soba shop bowl, all tax included.
- Available in Tokyo metropolitan area and select regions including Shizuoka, Nagano, Miyagi, Fukushima, Yamagata, Iwate, and Niigata Station.
Menu & Event Details
| Item | Details |
|---|---|
| Name | NewDays Guilty Pleasure Fair |
| Location | NewDays and NewDays KIOSK stores across Tokyo metropolitan area and select regions |
| Address | Shibuya, Tokyo and other locations |
| Period | June 16, 2026 (Tue) – July 6, 2026 (Mon) |
| Price | ¥320–¥698 (tax included) depending on item; all nine menu items listed below |
Featured Menu Items
- Sugo-Oni Pork Back Fat Garlic Ramen Style Rice Ball ¥420 (tax included)
- Sugo-Oni Cheese & Tartar Sauce Fried Horse Mackerel Rice Ball ¥420 (tax included)
- Guilty Garlic Carbonara Rice ¥650 (tax included)
- Soba Shop Full Stomach Bowl ¥698 (tax included)
- Chilled Carbonara Pasta with Bacon and Cheese ¥645 (tax included)
- Garlic Butter Mayo Soft-Boiled Egg ¥320 (tax included)
- Spicy Pork Steak Sandwich ¥450 (tax included)
- Meat x3 Mashed Cheese Sandwich ¥450 (tax included)
- Cheese Macaroni & Taco Meat Whole Wheat Roll ¥450 (tax included)
Special App Promotions
During the first phase from June 16 to June 29, customers who buy two eligible fair items using the NewDays app linked to their Suica or PASMO cards will earn stamps. Collecting two stamps grants a coupon for a free 600ml NOPE Guilty Carbonated Drink, redeemable by June 30. From June 30 to July 6, all app members receive a ¥50 discount coupon usable on fair items. Registration on the NewDays app is required to participate.