While autumn in Japan is famous for its beautiful foliage and hot springs, in recent years, “Black Friday” sales have become an unmissable event. Amidst this trend, FamilyMart Japan, one of the country’s leading convenience store chains, has launched a unique campaign perfect for the season of hearty appetites: “Fami-ma’s Black ‘Fry’ Day,” and it’s generating a huge buzz.
To showcase the appeal of this campaign, Mayo “Ebimayo” Ebihara, known as Japan’s “Gluttonous Queen,” appeared in a promotion. A video has been released capturing her experiencing the campaign’s great deals along with her astonishing eating prowess.
Who is the “Gluttonous Queen” Ebimayo?
Before we dive into the main topic, let’s introduce today’s star, “Ebimayo.”
“Ebimayo” (real name: Mayo Ebihara) is a food fighter from Osaka Prefecture and a hugely popular YouTuber and competitive eating personality. In Japan, “Oogui,” a form of entertainment where people competitively eat large quantities of food, is very popular, and she is one of the leading stars of the scene.
With a very unique background as a former dolphin trainer, she has captivated many fans with the gap between her cute appearance and her powerful eating style, which is hard to imagine from her looks. She is also a winner of the “Oogui Queen Championship 2020 Rookie Competition” and has appeared on numerous TV shows.
FamilyMart’s Black “Fry” Day: A Festival of Discounts on Fried Foods
Now, the campaign that Ebimayo also enjoyed is being held for a limited time from Tuesday, November 18th to Monday, December 1st, 2025, at approximately 16,400 FamilyMart stores all across Japan.
The campaign’s name is “Fami-ma’s Black ‘Fry’ Day.” This is a Japanese pun (called a “dajare”) that plays on the words “Black Friday” and “Fry” (as in fried chicken). Japanese companies often use such unique naming to liven up seasonal events.
In Japanese convenience stores, the hot snack corner next to the cash register is extremely well-stocked and is beloved by people of all ages as a source of quick, delicious snacks. This campaign puts the fried foods and side dishes from that very counter in the spotlight.
Signature “Fami-Kara” Chicken for an Unbelievable 10 Yen!
The biggest draw of the campaign is its incredible discount rate.
During the period, when you purchase any two eligible fried foods or side dishes from the counter case, a special coupon is printed on your receipt. Then, using that coupon, you can buy FamilyMart’s signature fried chicken, “Fami-Kara,” for just 10 yen, a steep discount from its regular price of 100 yen (108 yen with tax).
“Fami-Kara” is FamilyMart’s take on “Karaage,” which can be considered a Japanese soul food. The flavors include the classic “Shoyu (Soy Sauce)” and “Shio (Salt),” and in some regions, you can also enjoy “Agodashi (Flying Fish Broth Salt),” which has a concentrated seafood umami flavor. (*The “Agodashi” flavor is not available in Miyazaki, Kagoshima, and Okinawa prefectures).
Getting authentic fried chicken that’s crispy on the outside and juicy on the inside for just 10 yen is truly a bargain deal worthy of Black Friday.
Even More Savings with the App! “FamiPay” Exclusive Bonus
Furthermore, if you use “FamiPay,” FamilyMart’s proprietary payment app, the savings double.
When you pay for eligible campaign items with “FamiPay,” another coupon to buy “Fami-Kara” for 10 yen will be delivered to your FamiPay app at a later date (scheduled for Friday, December 12th). While a FamiPay membership is required to receive this benefit, it’s a great example of how much effort Japanese convenience stores are putting into their own digital services.
For more details, such as eligible products and coupon redemption periods, please check the official website (“Fami-ma’s Black ‘Fry’ Day” Campaign Page).
Watch Ebimayo in Action! Check Out Her Campaign Experience Video
You might be wondering, “Is it really that good of a deal?” or “How do I use it?” For those people, a video of Ebimayo actually experiencing the campaign has been released on YouTube.
Ebimayo visits a FamilyMart store, buys one hot snack after another, and comically gets her “Fami-Kara” for 10 yen. Watching her happily devour the mountain of fried food is sure to make you hungry.
The campaign mechanics are explained very clearly, so if you’re thinking of trying it out during your stay in Japan, be sure to check out this video.
This weekend, the Black Friday excitement will reach its peak. If you have the chance to visit Japan, why not stop by a nearby FamilyMart and experience this delicious and affordable “Black ‘Fry’ Day”? You’re sure to be amazed by the depth and fun of Japanese convenience store culture.
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