The Japanese have a tradition of eating eel on midsummer's day (this year falling on the 29th), to help beat the heat. If I remember correctly this dates back to an Edo promotion by eel venters. In any case, 7-Eleven is selling eel shaped cream filled, chocolate covered pastries for a limited three day period 27th-29th. They look pretty cute if you ask me.
Photo is a web capture for explanatory purposes, copyright belongs to the company.