July 22 is doyo no ushi no hi — "day of the ox." It is not a holiday to mark the cultural contributions of bovine, but rather a reminder that there are 18 more days until a seasonal change, during which falls the day of the ox — one of the signs of the Chinese zodiac. Traditionally in Japan people eat grilled eel (unagi), on this day, because it is believed that eel strengthens physical stamina during the hottest days of summer. But this year foodies and purveyors of unagi are faced with a problem, since eel in the wild is becoming increasingly scarce and may soon end up on a list of endangered species. The fisheries agency reports that the amount of eel fry bought by wholesalers in Japan this year has averaged 25 percent less than last year.

So it was definitely surprising when Daiei, one of Japan's major supermarket chains, announced on July 11 that it would be selling packaged unagi kabayaki (grilled eel) in its stores for 20 percent less than last summer's price on July 13-15 and July 20-22. According to Asahi Shimbun the price of unagi fry is now as much as 6.5 times what it was in 2009.

In most retail outlets, the price of prepared grilled eel is 26 percent higher than it was last summer. Usually, unagi that goes on sale in July is bought by Daiei in bulk sometime after January of the same year. It is then processed and frozen by a contractor. However, anticipating the rise in prices Daiei bought its unagi last fall and asked its contractor to carry out processing and freezing "when it had the time to do so," thus saving money. Also, Daiei usually buys unagi for lunch boxes and unagi for packaged sushi separately, but this year they bought unagi for both at the same time in bulk, saving even more money.