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Seven Stars

Two packs of Seven Stars cigarettes, with warning messages in Japanese at the bottom
Product type	Cigarette
Owner	Japan Tobacco
Produced by	Japan Tobacco
Country	Japan
Introduced	February 1, 1969; 55 years ago (February 1, 1969)
Markets	See Markets
Tagline	See Slogans
Carcinogenicity: IARC group 1

Wikimedia Commons has media related to Seven Stars (cigarettes).

Seven Stars (セブンスター, Sebun Sutā) is a brand of cigarettes produced by Japan Tobacco.

History

Seven Stars was launched on February 1, 1969 as the first cigarette with a charcoal filter, and was created in response to customer demands for low-tar, menthol, and D-spec (low smoke smell) products.^[1][2] The brand uses domestically blended tobacco (mainly leaf tobacco), and is popular amongst all Japan Tobacco brands. From 1975 to 1977, it was the best-selling brand, and afterwards, was ranked 2nd in sales following the 1977 launch of Mild Seven. From the first quarter of 2008 until 2016, the Seven Stars brand returned to best-selling status. Various nicknames for Seven Stars cigarettes include Setta (セッタ) and Sesta (セスタ).

Changes in the cigarettes' design have been made several times, but the 20-cigarette box has been largely unchanged since launch. 1993 saw a change in size to king size, some changes were made to the logo on the packs in 1999, and in early 2012, new inks and metallic finishes were applied to the packaging.

Since the beginning of the 21st century, low-tar and menthol variants are also sold; the latter, introduced on August 3, 2009, originally used a special charcoal filter to prevent covering and adsorption of the menthol, but this was changed to a plain filter on April 14, 2014. The tar content of the medium and light variants was lowered to 10 and 7 mg in the middle of June 2015, with the tar content label being displayed more prominently on the packaging.

Due to a tobacco tax increase on October 1, 2010 and consumption tax increase on April 1, 2014, the prices of all Seven Stars products were raised to 440 and 460 yen.

Marketing

A tree used on a Seven Stars package became a scenic spot representative of the hills of Biei, Hokkaido.^[3]

In the mid-1990s and early 2000s, the brand was promoted by actors Etsushi Toyokawa, Tetta Sugimoto, and Shōei. From 2007 to 2011, music acts Boom Boom Satellites, The Lowbrows, and ripvanwinkle also participated in promoting the brand, including as part of magazine advertisements portraying them as "men who resonate with Seven Stars" (セブンスターと響きあう男たち, Sebun Sutā to Hibikiau Otokotachi).

Slogans

Seven Stars has used multiple different slogans, among them:

• "Indelible Man" (消せない男, Kesenai Otoko) (1996)
• "Silent Smoke" (1998-2001)
• "Seven Stars Man" (セブンスターの男, Sebun Sutā no Otoko) (2003)
• "Exalted, Quietly." (静かに、高ぶる。, Shizuka ni, Takaburu.) (2007-2011)
• "Just one thing: a certain taste." (ただひとつ、確かな味わい。, Tada hitotsu, tashikana ajiwai.) for original variants
• "Unwavering umami." (ゆずれない、うまさ。, Yuzurenai, umasa.) for medium variants
• "Polished umami." (研ぎ澄まされた、うまさ。, Togisumasarete, umasa.) for light variants
• "The choice is mellow." (極めたのは、芳醇。, Kimeta no wa, hōjun.) for Real Rich variants
• "The choice is richness." (極めたのは、濃厚。, Kimeta no wa, nōkō.) for Real Smoke variants
• "Menthol You Can Taste" (味わえるメンソール, Ajiwaeru Mensōru), "Solid, Super-Menthol" (ゆるぎない、強メンソール, Yuruginai, Kyō-mensōru), and "The flavour of ripe leaves, with menthol." (メンソールに、完熟葉の旨みを。, Mensōru ni, kanjukuyō no umami wo.) for menthol variants
• "Superfine. Menthol is the sole focus." (極細。メンソール、一点集中。, Gokuboso. Mensōru, itten shūchū.) for Cutting Menthol variants
• "Japan's only. The sharp choice, charcoal menthol." (日本唯一。鋭さ極めた、チャコールメンソール。, Nihon yuiitsu. Surudosa kimeta, chakōru-mensōru.) when the charcoal-filtered menthol variant was first released

Slogans for discontinued products include:

• "Black with a crisp, brilliant taste and an umami that stands out." (冴えるキレ味、うまさ際立つブラック。, Saeru kiremi, umasa kiwadatsu burakku.) for Black Impact
• "Piercing Super-Menthol." (突き刺さる、強メンソール。, Tsukisasaru, Kyō-mensōru.) for Light Menthol
• "Crisp flavour. Solid taste." (冴えるキレ味。ソリッドテイスト。, Saeru kiremi. Soriddo teisuto.) for Solid
• "Extreme coldness. Alaska Menthol." (過激な冷たさ。アラスカ・メンソール。, Kagekina tsumetasa. Arasuka Mensōru.) for Alaska Menthol
• "PLAY! SNAP" for the Snap Box

Markets

Seven Stars cigarettes are mainly sold in Japan, but also were or still are sold in Singapore, Austria, Ukraine and Afghanistan.^[4][5][6][7]

Sponsorship

Seven Stars sponsored the Honda works team in the Suzuka 8 Hours motorcycle race from 2003 to 2006, where the team ran two bikes. In 2004, riders Tohru Ukawa and Izutsu Yoshiyasu claimed victory. Another win followed in 2005 with Ukawa and Ryuichi Kiyonari.^{[8][9][10][11]} Honda-themed Seven Stars packs were sold at Suzuka Circuit during the race.

Products

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• Seven Stars (Soft Pack/Box)
• Seven Stars Medium (Box)
• Seven Stars Lights (Box)
• Seven Stars Black Impact (Soft Pack)
• Seven Stars Menthol (Box)
• Seven Stars Lights Menthol (Soft Pack/Box)
• Seven Stars Black Charcoal Menthol (Box)
• Seven Stars Revo Lights Menthol
• Seven Stars Revo Super Lights

Below are all the variants of Seven Stars cigarettes, with the levels of tar and nicotine included.

See also

• Smoking in Japan
• Fashion brands

References