Lawson (2651.T) will reduce prices across its hand-rolled rice ball lineup by a uniform ¥10 starting September 29, as declining rice prices help the Japanese convenience store operator contain procurement costs. Tuna Mayonnaise will fall from ¥181 to ¥171 including tax, while Aged Spicy Cod Roe will drop from ¥235 to ¥225. Prices for rice traded between wholesalers have declined 14% from their peak, while retail prices have fallen even faster. Lawson has raised hand-rolled rice ball prices five times over the past four years. The reversal may test whether other convenience store chains, which have also raised prices amid higher raw-material and logistics costs, respond with similar cuts as consumers remain cost-conscious.