Why Asian 7-Eleven stores are a food lover's dream

Asian 7-Elevens are a foodie fantasia.

IMAGE: JOHNNY SIMON/MASHABLE COMPILATION

The 7-Eleven convenience store chain may have started in the U.S. but its international presence serves a variety of cultural tastes and traditions. What the store offers depends less on its moniker and much more on its location.

When Joe Thompson opened the first outlet of what would become 7-Eleven in Dallas, Texas in 1927, it operated out of Southland Ice Company's ice dock and sold milk, eggs and bread. The goal was to let customers quickly and easily get these daily items without having to go through the hassle of getting to or navigating a traditional grocery store.

The idea worked and more locations opened.

The stores became known as "Tote'm Stores," because customers toted away purchases. The name was changed to 7-Eleven in 1946 to reflect the company's new seven a.m. to 11 p.m. schedule.

1389509232_17b043d237_o — A 1950s era 7-Eleven.

At the time, these late hours were unheard of and put 7-Eleven on the map.

Now there are 56,600 franchises worldwide, making 7-Eleven the world's largest convenience store chain. The chain made its Asian debut in Taiwan in 1979 and from there expanded to many Asian countries over the next three decades and counting.

The brand may be global, but its services and products vastly differ according to locale.

In the U.S., it's still a place to pick up essentials and snacks — it's convenient and inexpensive. Customers pop in for tissues, a six-pack of beer and maybe a bag of potato chips. Some 7-Elevens have attached gas stations, and act as unofficial rest stops on road trips.

It's certainly not typically seen as a dining destination — at least not by Americans.

By contrast, many convenience stores in Asia have little in common with their American counterparts. They are places to socialize, to spend time in, and are bonafide foodie destinations in their own right.

In, Taiwan, many 7-Elevens offer dry cleaning. In Indonesia, some are cool hangouts where people spend hours sipping coffee and chatting with friends.

Why many Asian countries have embraced the full-service convenience store, the model is constantly evolving. One theory says these stores have, through modest pricing and an array of services and goods made themselves meeting points that reinforce community interaction. Another says the inviting environments, with outdoor seating and Internet connections, offer an oasis for millennials in crowded cities where space is at a premium.

Food host and actor Lynn Chen tells Mashable 7-Elevens in Taiwan are "more like community hubs where people hang out, do Internet, pick up a quick packaged dinner and actually sit down and eat. They sell everything from underwear to Christmas ornaments (in June!) to asparagus juice."

To say nothing of the blood sausage, chicken-flavored Cheetos and tuna sandwich in a can.

These might be everyday indulgences for people in Taiwan and other countries in Asia, but for a food lover who hasn't ever seen these treats before, it's a culinary goldmine.

Singapore

Petition to make mashed potato vending machines a requirement for every store in the world.

When you're missing the Grandma's cooking, head to the Maggi mashed potato vending machine for a hearty helping of mashed potatoes and gravy. As the video shows, though the potatoes look liquid when dispensed, they firm up quickly. You can't pass up the chance to try the best part of Thanksgiving from a vending machine.

A taste of cheer with roasted chestnuts

Classic winter chestnuts are ready to eat right along with your diet soda and chips. MashableSingapore editor and self-proclaimed foodie Vicki Ho says they have a "sweet and squishy texture," which might not be so foreign to those used to eating stateside 7-Eleven hot dogs.

Thailand

Bread is out, sticky rice patties are in.

These sandwiches made with Thai glutinous rice are essential to your Thai 7-Eleven experience. The rice grains stick to each other (but not your hands) in a dense, sticky patty that absorbs the sauce and juice from the filling. Choose from fillings like fried chicken, soy fried pork, shredded pork, spicy minced meat and more.

Sausage finally gets the idolatry it deserves.

Tarn Susumpow, Mashable production assistant who grew up in Thailand, says, "When I was a kid coming home on the school bus, the bus would stop in front of 7-Eleven. All the kids could jump off and get Slurpees and sausages."

7-Elevens's selection includes sausages stuffed with bacon, German varieties and footlong versions chopped and served with ketchup or chili sauce. Just don't expect a bun when you get your sausage kick — here, it's enjoyed au naturel.

There was even a limited run web series called Sausage Mansion, which promoted 7-Eleven and its hot dog and sausage products. "Thai 7-Eleven franchises are controlled by an agro-conglomerate called Charoen Pokphand, which also owns industrial pork farms and a cable TV provider," CNBC reported in 2012.

Japan

Onigiri, where form meets function meets delicious

In Japanese food culture there is often an emphasis on making food beautiful or "kawaii" (cute). It's hard to get cuter than onigiri, triangular rice and nori (toasted seaweed) packets that are compact, wholesome and most importantly tasty. These are available all over Japan's 7-Elevens and come with fillings like salmon, cod roe, soy sauce and umeboshi (salty and piquant pickled plums). The coolest part might be the packaging, which keeps the crispy seaweed separate from the moist rice until you are ready to eat.

The Kit Kat selection of your wildest dreams

The selection of Kit Kats (regular and special edition) you get at 7-Eleven is just astounding. Rum raisin, strawberry cheesecake, wasabi, sweet red bean paste, matcha, golden citrus blend and Annin dofu flavor are just a few of the flavored Kit-Kats available in many Asian countries. Forget breaking off a piece of a Kit Kat bar, you'll have to get an entirely new carryon bag to cart home your tasty souvenirs.

South Korea

Cheap but elaborate traditional Korean meals

An extensive Korean feast awaits you in a compact, partitioned container in any South Korean 7-Eleven. Instead of a tired ham and cheese sandwich, treats like galbi, bulgogi, kimchi, marinated seafood and seaweed salad await. Don't forget that steamed rice and hot miso soup to round out your meal.

Winnie the Pooh-approved honey flavored treats

The U.S. needs to embrace honey the way Korea has. Honey cream cheese lattes sound like a cheesecake milkshake waiting to happen, and honey potato sticks could be the best sweet-and-salty combination since maple syrup and bacon.

Hong Kong (Special Administrative Region of the People's Republic of China)

Ready-to-eat duck tongue

Duck tongues are popular in dim sum, where the juicy little morsels are often deep fried with Chinese spices and served hot. This ready-to-eat version in Hong Kong's 7-Eleven is marinated in citrus peel, cooking wine, superior pickle sauce and a slew of other ingredients. They can be enjoyed as is — just be careful to pluck out the tiny bone in the center before you gobble it whole.

China

A year's worth of incredibly flavored potato chips

Cucumber. Braised pork. Cheesy lobster. Pepsi and chicken wing. These are only a few of the potato chip flavors available in the snack aisle of any Shanghai 7-Eleven. Like the U.S., flavors in the store change constantly. It makes your local 7-Eleven's got Flamin' Hot Cheetos look really lame. For a chance of pace, too bad you can't drown your sorrows in a bag of crunchy hot and sour fish soup-flavored potato chips.

These 7-Elevens might seem too far to enjoy, but don't pass them over on your next trip. The nearest 7-Eleven might be the delicious and authentic spot you crave.

Marketing Perspectives

Tuesday, December 1, 2015