Franchise Business Incubator Inc., operator of the unagi (eel) specialty chain "Unagi no Naruse," announced that starting June 2026, the last Saturday of every month will be designated as "Doyo no Ushi no Hi." This initiative aims to shift the perception of eel from a rare, special-occasion meal to a more accessible, monthly reward for hard work. Nationwide stores will roll out promotional posters, SNS campaigns, and exclusive services to encourage this new dining habit.