Japanese convenience store chain FamilyMart has significantly revamped its flagship product, the “Onigiri” (rice ball). Appointing Major League Baseball superstar Shohei Ohtani, who continues to electrify the world with his phenomenal performance, as their “Onigiri Ambassador,” the company is launching a new campaign themed “A New Dimension of Flavor” starting Tuesday, November 18, 2025.
This announcement comes just after the news that Ohtani was unanimously selected as this season’s National League Most Valuable Player (MVP), a fitting celebration for his incredible achievement of winning the award for the fourth time and for the third consecutive year.
Shohei Ohtani Stars in the New “A New Dimension of Flavor” Commercial
In line with the campaign, a new television commercial starring Ohtani will also be released. The commercial showcases the deliciousness of the new “Gochimusubi” and “Jikamaki Onigiri” as Ohtani heartily takes a bite.
TV Commercial Details:
Title: “A New Dimension of Flavor” Edition
Air Date: Tuesday, November 18, 2025
Starring: Shohei Ohtani
Broadcast Area: Nationwide in Japan (excluding some areas)
You can watch the full commercial at the link below.
https://youtu.be/nwXqtQmrk7U
Behind the Scenes of the Commercial Shoot
The commercial was filmed on a set resembling a press conference, where Ohtani was seen in a relaxed atmosphere, smiling and discussing his performance with the staff. The contrast between his cool expression while presenting the new product and his delighted face while eating the onigiri is striking.
A behind-the-scenes making-of video has also been released.
https://www.youtube.com/watch?v=UWccnqe5p7M
The Secret to the Flavor: The “Fuwa-Uma” Method from a Famous Onigiri Shop with Long Lines
At the core of this renewal is the newly introduced “Fuwa-Uma” (Fluffy and Delicious) method. This technique is inspired by the methods of “Bongo,” a hugely popular onigiri specialty shop in Tokyo. “Bongo” is famous for its warm, freshly made onigiri, and there’s always a line of customers waiting for that perfectly fluffy texture.
To replicate the shop’s signature “melt-in-your-mouth” texture, FamilyMart developed a special molding machine. By gently shaping the rice to incorporate air between the grains, they’ve achieved a hand-pressed fluffiness despite being machine-produced. This method has now been fully adopted for the “Gochimusubi” and “Jikamaki Onigiri” series.
The Luxurious “Gochimusubi” Series, Supervised by Specialty Shop “Bongo”
“Gochimusubi” is FamilyMart’s premium onigiri series, focusing on high-quality ingredients. This time, two new flavors are being introduced under the supervision of “Bongo.”
Bongo-Supervised Gochimusubi: Salmon Roe and Autumn Salmon
Price: 297 JPY (320 JPY with tax)
Release Date: Tuesday, November 18, 2025
Features: Developed based on “Bongo’s” most popular combination, “sujiko + sake” (salmon roe + salmon). It’s generously filled with soy-sauce-marinated masu salmon roe from Alaska, which has a delightful popping texture, and fragrant flaked autumn salmon from Hokkaido. The rice used is Koshihikari from Uonuma, one of Japan’s most famous rice-producing regions. With an exceptionally high ingredient-to-rice ratio, this is a truly luxurious treat.
Bongo-Supervised Gochimusubi: Beef Soboro and Egg Yolk Sauce
Price: 255 JPY (275 JPY with tax)
Release Date: Tuesday, November 25, 2025
Features: This item is based on “Bongo’s” second most popular combination, “egg yolk + meat soboro.” It uses both sliced and minced domestic Kuroge Wagyu beef to create a substantial, meaty texture. A rich egg yolk sauce enhances the umami of the sweet and savory beef soboro. It’s a highly satisfying onigiri that fills your mouth with flavor from the very first bite.
“Jikamaki Onigiri” Evolved with the “Fuwa-Uma” Method
“Jikamaki” refers to onigiri where the nori (seaweed) is wrapped directly around the rice, giving it a moist texture. This classic series has also been made even more delicious with the “Fuwa-Uma” method.
Jikamaki: Takana and Mentaiko
Price: 175 JPY (189 JPY with tax)
Release Date: Tuesday, November 18, 2025
Features: An appetizing combination of fragrant takana (Japanese mustard green) stir-fried in sesame oil and spicy mentaiko (spicy cod roe). The pairing of the fluffy rice and the fillings is outstanding.
Jikamaki: Salmon Mayonnaise
Price: 184 JPY (198 JPY with tax)
Release Date: Tuesday, November 25, 2025
Features: A classic onigiri filling in Japan: salmon and mayonnaise. By using two types of salmon—diced and a fatty salmon paste—it achieves a rich texture and flavor. The mayonnaise is added as a topping afterward, providing a refreshing tangy accent.
Campaign Information
The “A New Dimension of Flavor” campaign will be held at approximately 16,400 FamilyMart stores nationwide in Japan. For more details, please check the official website.
https://www.family.co.jp/campaign/spot/2511_omusubi_cp_FEQF8uAb.html
About Shohei Ohtani
Born in Iwate Prefecture in 1994, he is known worldwide as a “two-way player” who excels at both pitching and hitting at the highest level. He transferred to the Los Angeles Dodgers in 2024 and became the first player in MLB history to achieve “50 home runs and 50 stolen bases” in a single season. As a superstar who continues to rewrite baseball history, he has won the season MVP award four times.
If you have the chance to visit a convenience store in Japan, be sure to try the new and improved onigiri from FamilyMart.
Post a Comment