Japanese supermarkets are reducing prices on grilled eel products as the “Day of the Ox” approaches—a traditional date for consuming eel. This price reduction is directly linked to a larger-than-expected young eel catch last year, increasing supply. Two major supermarket chains are leading the effort to lower costs for consumers. The “Day of the Ox” (July 8th) is believed to be an auspicious occasion to eat eel, traditionally thought to provide stamina for the summer heat. Lower prices are expected to boost sales of this popular summertime dish. Retailers hope increased affordability will encourage more people to partake in the custom.