The baseball world in 2026 is buzzing with excitement over the upcoming WBC 2026 (World Baseball Classic) this spring. To coincide with this global fever, FamilyMart, one of Japan’s leading “Konbini” (convenience store) chains, is launching a major project centered around its signature Onigiri (Japanese rice balls).
Approaching its 45th anniversary in September 2026, FamilyMart has formed a dream team called “New Onigiri JAPAN” alongside global superstar and brand ambassador Shohei Ohtani. Starting Tuesday, March 3, 2026, approximately 16,400 FamilyMart stores across Japan will launch a massive campaign featuring new Onigiri releases and a 1.5x increase in fillings for its classic lineup.
This project marks the first step of FamilyMart’s new slogan, “Ichiban Challenge: Creating many of your favorites.” By further evolving its proprietary “Fuwa-uma” technique—which incorporates air between the rice grains for a fluffy finish—FamilyMart is releasing a “Strongest Nine” lineup of nine different Onigiri that balance exceptional flavor with ultimate satisfaction.
3 “Big Onigiri” Combining Massive Volume with a Melt-in-Your-Mouth Texture
First to catch the eye is the “Big Onigiri” series, boasting approximately 1.5 times the weight of a standard hand-rolled Onigiri. Designed to satisfy those who want a hearty meal in a single piece, these rice balls achieve a substantial volume while maintaining a texture that gently breaks apart in the mouth.
Big Onigiri: Spicy Pollock Roe and Salmon Mayonnaise
This item combines two of Japan’s most beloved fillings: “Mentaiko” (Spicy Pollock Roe) and rich Salmon Mayonnaise.
- Release Date: Tuesday, March 3, 2026
- Price: 320 yen (345 yen incl. tax / Approx. $2.13 USD)
- Availability: Nationwide (Japan)
- Features: The salmon mayonnaise is infused with salmon dashi for deeper flavor, creating a perfect balance where the spicy kick of the mentaiko enhances the richness of the salmon.
Big Onigiri: Meat Soboro and Soft-boiled Egg
A visually striking Onigiri containing a whole soft-boiled egg cut in half.
- Release Date: Tuesday, March 3, 2026
- Price: 320 yen (345 yen incl. tax / Approx. $2.13 USD)
- Availability: Nationwide (Japan)
- Features: The rice is cooked in a soy-based sauce. The combination of the savory soft-boiled egg and meat soboro (minced meat) mayonnaise makes for an incredibly satisfying meal.
Big Onigiri: Kelp and Tuna Mayonnaise
A renewed version of two classic favorites, now featuring even more filling.
- Release Date: Tuesday, March 3, 2026
- Price: 297 yen (320 yen incl. tax / Approx. $1.98 USD)
- Availability: Nationwide (Japan)
- Features: A pairing of sweet and savory simmered kelp (Tsukudani) with juicy tuna mayonnaise. Though simple, it is designed to maximize the natural sweetness of the rice.
1.5x More Filling at the Same Price! 6 Classics Powered Up Weekly
Alongside the “Big Onigiri” is the “Increased Filling” promotion for standard Onigiri. While keeping the price the same, the weight of the fillings has been boosted to approximately 1.5 times the usual amount. These upgraded items will be released in weekly waves over a three-week period starting March 3.
【Phase 1】 March 3 (Tue) – March 9 (Mon), 2026
The perennial favorites “Sea Chicken® Mayonnaise” and “Makonbu” (Kelp) lead the lineup.
- Product Name: Hand-rolled Sea Chicken® Mayonnaise
- Price: 184 yen (198 yen incl. tax / Approx. $1.23 USD)
- Product Name: Hand-rolled Makonbu (Kelp)
- Price: 184 yen (198 yen incl. tax / Approx. $1.23 USD)
【Phase 2】 March 10 (Tue) – March 16 (Mon), 2026
Two popular “Jikamaki” (pre-wrapped nori) style Onigiri join the roster.
- Product Name: Jikamaki Spicy Pollock Roe Mayonnaise
- Price: 184 yen (198 yen incl. tax / Approx. $1.23 USD)
- Product Name: Jikamaki Grilled Salmon
- Price: 184 yen (198 yen incl. tax / Approx. $1.23 USD)
【Phase 3】 March 17 (Tue) – March 23 (Mon), 2026
The final week features two premium varieties focused on high-quality ingredients.
- Product Name: Hand-rolled Red Salmon
- Price: 218 yen (235 yen incl. tax / Approx. $1.45 USD)
- Product Name: Hand-rolled Spicy Mentaiko
- Price: 218 yen (235 yen incl. tax / Approx. $1.45 USD)
New CM “New Onigiri JAPAN” Featuring Shohei Ohtani Released
Shohei Ohtani, who became the Onigiri Ambassador in 2025, stars in a new TV commercial produced specifically for this campaign.
The dynamic footage showcases Ohtani’s overwhelming presence alongside the fluffy texture of the rice and the overflowing fillings. It portrays FamilyMart’s “Strongest Nine” lineup shining on the store shelves just like Ohtani does on the pitcher’s mound.
Wallet-Friendly “45th Anniversary Grand Thank You Sale”
Amidst rising prices, FamilyMart is also running budget-friendly promotions to support household finances.
Round 1: 45 Yen Off for Every 2 Onigiri Purchased
A straightforward discount sale commemorating the 45th anniversary.
- Period: March 3 (Tue) – March 9 (Mon), 2026
- Details: For all Onigiri products, a 45 yen (Approx. $0.30 USD) discount will be applied for every two items purchased (excluding Okinawa Prefecture).
Round 2: 100 Yen Off with the “Strongest Set” featuring Famichiki
A bundle discount with FamilyMart’s #1 hot snack, “Famichiki” (boneless fried chicken).
- Period: March 10 (Tue) – March 23 (Mon), 2026
- Details: Get 100 yen (Approx. $0.67 USD) off when you buy any “Famichiki” and any “Onigiri” together as a set.
SNS Campaigns and Special Programs to Celebrate Japanese Culture
Unique initiatives are planned to further boost the campaign’s excitement.
Original Baseball Board Game Giveaway
An original, limited-edition model of the long-selling Japanese toy “Baseball Board” (Yakyu-ban) has been created. This special version allows players to use Onigiri as the “players.”
- How to Enter: Follow the @famima_now 🇯🇵 and repost the target post for a chance to win.
Special YouTube Program
A special program featuring former Japanese professional baseball stars Tomoya Satozaki and Ryota Igarashi will be streamed.
- Content: The guests will taste the nine types of Onigiri and assign them baseball positions to determine the “Strongest Batting Lineup.”
- Where to Watch: https://www.youtube.com/@PacificLeagueTVofficial 🇯🇵
Additionally, 20 yen discount coupons for all Onigiri will be available on popular apps like “SmartNews” and “LINE” during the campaign period.
FamilyMart’s “Onigiri JAPAN” project, launched for its 45th anniversary, uses global icon Shohei Ohtani to showcase the appeal of Japanese Konbini culture through superior product quality. During the three weeks starting March 3, be sure to visit your local store and experience the evolution of the Onigiri.
Dream Team ‘New Onigiri JAPAN’ is Born! | Campaign | FamilyMart 🇯🇵
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