The world’s largest duty free brand is trialling a duty-free service – a first in the c-store sector.

7-Eleven Japan has begun selling products to foreign tourists exclusive of duty in a two-store trial, the first convenience store operator in the country to offer the service, aimed at luring more foreign travellers in-store.

The two stores are in the popular tourist spots of Tokyo’s Asakusa and Ukyo, Kyoto. Foreign shoppers can buy specific items duty-free if they place them in a separate basket and show their passport at a dedicated tax-free counter.

The chain has produced guides on how to shop duty free in its stores, published in English, Chinese and Thai.

7-Eleven says it will expand the duty free offer to other stores which have a high tourist customer base.

Japan has expanded the list of items for which tourists are exempt from the eight per cent sales tax and some department stores are already deducting the tax for tourists on items such as electrical appliances, clothing, food, cosmetics and medicines.