For many students in Japan, winter signifies the start of the crucial “exam season.” During this time, as entrance exams for high schools and universities, as well as job-hunting interviews, go into full swing, Japan has a deep-rooted culture of praying for success by obtaining “omamori” (good luck charms) from shrines. This year again, a special product emerges, blending this unique Japanese custom with a candy that can be easily purchased at convenience stores.
Atrion Seika Co., Ltd., known for its long-selling tablets such as “Yoglet” and “Hi-Lemon,” will begin selling the limited-edition “Hairumon” packaging starting around Tuesday, December 2, 2025, at convenience stores and supermarkets all across Japan.
What is “Hairumon”? A Good Luck Charm Embodying the Wish to “Get In” (Hairu)
“Hairumon” is a special version of the lemon-flavored tablet candy “Hi-Lemon,” which has been beloved by many since its release in 1980. The product name “Hairumon” comes from a unique play on words (goroawase), combining “Hi-Lemon” with the word “hairu” (to get in), expressing the hope of entering a desired school or company.
The product is designed as a “portable good luck charm” to cheer on those who are working hard. When it was first launched in 2024, its adorable design and concept created a huge buzz on social media, with comments like, “I bought it for my child who is preparing for exams,” and “It’s a great way to show your support.”
Now in its second year, the 2025 edition features an even more vibrant cherry-blossom pink background on its packaging to more strongly convey the wish of “Sakura Sake! (Cherry blossoms bloom!)”—a symbol of success in Japan. Its compact box is easy to carry to an exam venue or an interview, serving as a reliable partner to help soothe nerves and collect one’s thoughts.
Special Campaigns to Support Students
In line with the release of “Hairumon,” unique collaborative projects will be launched with figures from Japan’s entertainment and education sectors to cheer on students.
Collaboration with Nishida from the Comedy Duo Laland
In Japan, comedians are very popular on TV and in advertisements. This time, a campaign featuring Nishida from the popular comedy duo “Laland” will be held to support students taking exams. Further details are expected to be announced in mid-December 2025, and many are eagerly waiting to see how they will cheer on the students.
Partnership with “KATEKYO Gakuin,” a Tutoring School in Nagano Prefecture
In Japan, many students attend after-school tutoring centers called “juku” to prepare for exams. In collaboration with “KATEKYO Gakuin,” a tutoring school headquartered in the same prefecture of Nagano as Atrion Seika, “Hairumon” candies and a “Hairumon Special Omamori,” created specifically for this project, were presented to students currently preparing for their exams.
Mr. Kozu from KATEKYO Gakuin commented, “The daily lives of students preparing for exams while trying to maintain their concentration are incredibly demanding. I expect ‘Hairumon’ to become like an ‘omamori’ that quietly supports their hard work and gives them the strength to take that one extra step.”
This initiative is more than just a product promotion; it carries a warm message of supporting the mental well-being of students by collaborating with the local community and educational institutions.
About KATEKYO Gakuin
KATEKYO Gakuin is a tutoring school that offers completely personalized one-on-one instruction tailored to each student’s individual personality and goals. It supports a wide range of educational needs, from elementary school students to those preparing for university entrance exams, providing community-rooted educational support.
https://katekyo-nagano.com/
A Unique Cultural Experience at Japanese Convenience Stores
“Hairumon” is more than just a piece of candy. It’s a special item unique to this time of year, embodying Japan’s exam culture, the fun of wordplay, and the warm spirit of mutual encouragement.
Whether as a small gift to encourage a friend or as a personal good luck charm for yourself, be sure to look for it when you visit a convenience store in Japan. Its refreshing lemon flavor might just give you the gentle boost you need to face your challenges.
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