Japanese convenience store chain FamilyMart is launching a new line of products exclusive to the Kansai region, spotlighting the rich food culture of Wakayama Prefecture. This campaign offers a perfect opportunity to easily enjoy Wakayama’s famous local specialties and the flavors of beloved local shops.
Starting Tuesday, November 11, 2025, four new items—a bento box, bread, ramen, and a dessert—will be released simultaneously at approximately 2,600 stores across Shiga, Kyoto, Osaka, Hyogo, Nara, and Wakayama prefectures, as well as parts of Mie.
A Convenience Store Culture That Collaborates with Regions
This new product launch is part of a comprehensive partnership agreement for regional revitalization signed between FamilyMart and Wakayama Prefecture in 2010. In Japan, it’s common for major convenience store chains to collaborate with specific regions to develop and sell original products using local specialties. This is a mutually beneficial initiative that boosts the local economy while offering consumers new culinary experiences.
This particular event was planned to commemorate Wakayama Prefecture’s “Furusato Birthday” (Hometown Birthday) on November 22. The “Hometown Birthday” is a special day established to celebrate the founding of the modern-day Wakayama Prefecture in 1871 and to foster love for one’s home region.
The product packaging features “Kii-chan,” Wakayama’s PR character modeled after the Kishu Inu dog breed, conveying the charm of Wakayama with a fun and visually appealing design.
Bento with Wakayama Whitebait and Plum
The “Bento with Wakayama Whitebait and Plum” is a dish that combines ingredients essential to the Japanese dining table. Nozawana greens are spread over rice, which is then topped with fresh shirasu (whitebait) caught in Wakayama Prefecture and a refreshing neri ume (plum paste). Although simple, this bento box allows you to fully appreciate the flavors of its ingredients.
Priced at 362 yen (390 yen with tax), it’s an affordable way to savor the bounty of Wakayama’s sea and mountains.
Fluffy & Chewy Mikan Bread (Made with Cream from Wakayama Mikan)
The “Fluffy & Chewy Mikan Bread” features a soft, springy white bread dough that is especially popular in the Kansai region. This bread incorporates a cream sheet made with juice from mikan (mandarin oranges), a fruit for which Wakayama is one of Japan’s leading producers.
Furthermore, orange peel is added to the cream sheet, providing a refreshing aroma and a hint of bitterness that acts as a flavor accent. It’s a perfect item for breakfast or a snack.
The price is 153 yen (165 yen with tax).
Wakayama Chinese Soba Supervised by Ide Shoten
Wakayama ramen is a local style of ramen known to fans all across Japan. The “Wakayama Chinese Soba Supervised by Ide Shoten” is an authentic bowl overseen by “Ide Shoten,” one of the most famous and long-standing ramen shops in the area.
In Japanese convenience stores, many products that replicate the taste of famous restaurants are released under “supervision” and gain great popularity.
The soup for this ramen is based on a rich tonkotsu (pork bone) broth blended with two types of soy sauce, creating a mellow yet clean flavor. The savory umami of the pork bone fully coats the noodles.
Priced at 536 yen (578 yen with tax), you can easily enjoy the restaurant’s flavor at home or in the office.
Matcha Cream Puff Supervised by Gyokurin-en (Green Soft Flavor)
The “Matcha Cream Puff Supervised by Gyokurin-en” is a cream puff that recreates the flavor of “Green Soft,” a popular ice cream often called the soul food of Wakayama residents. This product is also supervised by “Gyokurin-en,” the long-established company that produces Green Soft.
The cream, which retains the rich flavor of authentic matcha while having a refreshing aftertaste and moderate sweetness, is generously packed inside a fragrant choux pastry shell. It’s a new way to experience a taste that has been loved in Wakayama for many years.
The price is 138 yen (149 yen with tax).
【Related Product】Arita Mikan
Wakayama Prefecture is famous for its mandarin oranges. To coincide with this fair, “Arita Mikan” will also be sold in packs of three. This is a collaborative product with JA Wakayama (Japan Agricultural Cooperatives Wakayama), offering juicy mandarins with an exquisite balance of sweetness and acidity.
The price is 341 yen (368 yen with tax).
“Kii-chan” Also Appears on Famima Print!
Furthermore, to spread the charm of Wakayama, original “Kii-chan” merchandise will be available through “Famima Print,” a service that uses the multi-copy machines installed in FamilyMart stores.
The “【Limited Time】Wakayama Fair Commemorative Hometown Birthday ver.” features special designs of bromides (L-size photo prints, 200 yen with tax) and stickers (L-size, 400 yen with tax) to celebrate the Hometown Birthday. These will be available for a limited time, from November 20 to December 8, 2025.
The “Wakayama Fair Commemorative Basic ver.” is a set of bromides and stickers featuring six different “Kii-chan” illustrations, which will be available for sale year-round.
Japanese convenience stores do more than just sell products; they constantly offer new discoveries and enjoyment to visitors through such region-specific campaigns and unique services. When you visit the Kansai region, be sure to stop by a FamilyMart and experience the delicious taste of Wakayama.
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