In a groundbreaking move for the Japanese convenience store industry, FamilyMart has announced the launch of an innovative new service. To coincide with the Deaflympics, an international sporting event for deaf athletes to be held in Tokyo in November 2025, the company will introduce a limited-time online sign language interpretation service. This is a major step toward overcoming language barriers and creating an environment where everyone can shop with peace of mind.
What Kind of Service Is It? “Mirairo Connect Online Sign Language Interpretation”
The service, “Mirairo Connect Online Sign Language Interpretation Service,” is offered in partnership with Mirairo Inc. FamilyMart has previously taken steps to support people with hearing impairments, such as installing communication boards that allow customers to point to what they need. This new service takes that support one step further.
How Do You Use It? It’s Very Simple
The best feature of this service is that no special app installation is required. Using it is incredibly easy.
First, you scan a QR code on a poster or other display inside the store with your own smartphone. Next, you enter your name on the browser screen that appears and tap the call button to connect with a sign language interpreter via video call. From there, you can communicate in real-time—the customer using sign language and the store staff using voice—through the interpreter. This enables smooth communication for everything from asking where a product is located to more complex procedures like paying utility bills or issuing tickets.
When and Where Can You Use It?
This progressive service will be available for a limited time. The period and locations are as follows:
Period: From Tuesday, November 4, to Sunday, November 30, 2025
Location: 48 FamilyMart stores located around the Deaflympics venues in Tokyo
Service Hours: From 9:00 AM to 6:00 PM daily
This service is expected to be a great support not only for residents of Japan but also for visitors from overseas coming to watch the Deaflympics. It is important to note that the service is limited to select stores in Tokyo, but if this trial is successful, it may expand to other regions and stores in the future.
The Future of Communication Brought by the Deaflympics
The backdrop for this initiative is the 25th Summer Deaflympics, which will be held in Tokyo for the first time from November 15 to 26, 2025. This is a momentous event, marking the 100th anniversary since the first Games were held in Paris in 1924. FamilyMart sees this international event as a perfect opportunity for society as a whole to deepen its understanding of diversity and re-examine the nature of communication.
This service also appears to be spurred by the revised Act for Eliminating Discrimination against Persons with Disabilities, which came into effect in 2024 and mandates that companies provide reasonable accommodation. This is an important step for convenience stores to become not just retail outlets, but social infrastructure that is more accessible to a wider range of people.
Aiming for Stores Where Everyone Can Feel at Ease
In preparation for the service’s launch, staff at the participating stores are receiving training, including workshops on basic sign language greetings and video manuals. This is an effort to cultivate a spirit of hospitality in terms of both tangible services and personal interaction.
Furthermore, prior to this initiative, FamilyMart distributed a “Universal Manner BOOK” to all its stores nationwide. The goal is to help staff understand the needs of various customers, including the elderly, people with disabilities, and foreign nationals, and to enable them to provide personalized assistance. By having all staff learn the basics of universal manners, the company aims to improve the overall quality of customer service across its stores.
A Step Forward That Experts Also Have High Hopes For
This groundbreaking initiative has been met with anticipation from experts. The Japanese Federation of the Deaf commented, “It is wonderful that a remote sign language service will be available at familiar convenience stores, sparked by the Deaflympics, as it will facilitate smooth communication for people whose first language is sign language.” The federation also expressed hope that this initiative will lead to a greater understanding of sign language.
Additionally, the CEO of Mirairo Inc., the co-provider of the service, noted that convenience stores are “infrastructure” where various forms of communication occur beyond just purchasing products. He praised the move, stating that the ability to communicate in sign language “could become a reason for customers to choose FamilyMart.”
The online sign language interpretation service introduced by FamilyMart is a wonderful attempt to eliminate communication barriers through the power of technology and realize a more inclusive society. If you have the chance to visit Tokyo during the Deaflympics, be sure to look out for this new form of “omotenashi” (hospitality).
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