FamilyMart, one of Japan’s leading convenience store (konbini) chains with approximately 16,400 locations, will kick off a special campaign on March 3, 2026, to celebrate “Ura Gumi Day” (Reverse Gummy Day) on March 9th. Japan’s gummy market has seen an incredible evolution, with the market scale exceeding 130 billion yen (approx. $866 million) in 2025.
This campaign features two popular brands: the “Gummy da yo.” series, known for its “healing-style” characters, and “Ninja Meshi Hagane,” famous for its ultra-hard texture inspired by the portable rations of ancient ninjas.
Why March 9th is Called “Ura Gumi Day” in Japan
In Japanese convenience stores, the gummy section is so vast it often takes center stage in the snack aisle. In Japan, September 3rd is established as “Gummy Day” because the numbers 9 (Gu) and 3 (Mi) form a wordplay (goroawase) for “gummy.” Six months later, March 9th—where the numbers are reversed—is celebrated as “Ura Gumi Day” (Reverse Gummy Day), a day to enjoy new aspects of gummy culture.
In recent years, Japanese gummies have reached an extreme “diversification of texture,” and FamilyMart continues to expand its shelf space to meet this growing demand.
First-Ever Limited Novelty for “Gummy da yo.”! Puffy Stickers are Here
FamilyMart’s exclusive brand “Gummy da yo.” features a simple name (literally meaning “It’s a gummy.”) and “yuru-kawaii” (relaxed and cute) characters. Its signature “Puni-Toro” texture—squishy on the outside and gooey on the inside—is highly popular among those looking for a quick refresh during work or study.
As part of the “Ura Gumi Day” project, customers who purchase two qualifying “Gummy da yo.” products will receive one limited-edition “Puffy Sticker.”
Campaign Details and Lineup
- Period: From March 3, 2026 (Tuesday) at 10:00 AM until March 16, 2026 (Monday) (While supplies last)
- Participating Stores: Approx. 16,400 FamilyMart stores across Japan
- Condition: Purchase two qualifying items at the same time
- Target Product Lineup:
- Gummy da yo. Cream Soda Flavor
- Gummy da yo. Lemonade Flavor
- Gummy da yo. Lactic Acid Drink Flavor
- Price: 166 yen each (179 yen including tax / approx. $1.19)
These stickers are specially designed with a 3D “puffy” feel, mimicking the actual texture of a gummy. There are three designs in total. In Japan, it is a major trend among young people to decorate smartphone cases with stickers, so these limited items are expected to be highly sought after.
“Steel Mental Mango” from “Ninja Meshi Hagane”! Train Your Mind with a Hard Texture
On the other hand, the “Ninja Meshi Hagane” (Steel) series, known for its incredibly tough texture, is launching a new flavor: “Steel Mental Mango.” This product is based on the concept of “katapan” or portable rations that ninjas once carried to stave off hunger, resulting in a snack with exceptional chewiness.
Product Overview: Ninja Meshi Hagane – Steel Mental Mango
- Product Name: Ninja Meshi Hagane – Steel Mental Mango
- Price: 148 yen (159 yen including tax / approx. $1.06)
- Release Date: March 3, 2026 (Tuesday)
- Availability: FamilyMart stores nationwide
- Features: A fusion of rich mango flavor and a hard texture that requires some serious jaw work.
The gummies are heart-shaped to symbolize a “Steel Mental” (strong spirit). You can enjoy the intense sweetness of mango combined with a structural integrity that refuses to break down no matter how much you chew. It’s perfect for stress relief or when you need to improve your concentration.
Three “Gummy da yo.” Flavors Recommended for International Travelers
Here is a look at the charm of the three standard flavors included in the sticker campaign.
- Cream Soda Flavor This flavor recreates a classic menu item from traditional Japanese coffee shops (Kissaten). It’s a nostalgic and mysterious taste where the refreshing melon soda meets the creaminess of vanilla ice cream.
- Lemonade Flavor The sweet and sour lemon flavor bursts in your mouth. The Japanese “Puni-Toro” texture pairs perfectly with the citrusy freshness.
- Lactic Acid Drink Flavor A mild, sweet flavor reminiscent of Japan’s famous national yogurt-based drinks. It’s a gentle taste loved by everyone from children to adults.
At 179 yen (approx. $1.19) each, they are affordable and make for great souvenirs or treats during your trip to Japan.
Head to FamilyMart on March 3rd!
This campaign leading up to “Ura Gumi Day” on March 9th is available in limited quantities. From the tactile stickers to the unique concept of hard gummies, this is a perfect opportunity to experience the evolution of Japanese convenience store sweets with all five senses.
Be sure to check the gummy section of any FamilyMart in Japan after 10:00 AM on March 3rd. You’ll get a front-row seat to Japan’s world-class “delicious and fun” gummy culture!
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