Japan’s convenience stores, commonly known as “konbini,” are on the verge of a new evolution. FamilyMart Japan has announced it will host “FamilyMart FEST. 2025” (Famifest 2025), an event to showcase a completely new vision for the convenience store that goes far beyond mere convenience.
Under the slogan “The Convenience Store that Takes on Challenges,” FamilyMart is proposing the concept of a “Playable Konbini.” Eight unique experiences await, blending everything from gaming and anime culture to sustainability, all designed to push the boundaries of what a convenience store can be.
The lottery for visitor admission to the public days, where you can be among the first to experience this vision of a future convenience store, started on Friday, November 28, 2025. If you plan to be in Japan, you won’t want to miss this unique event.
What Are the “8 Ways to Play” That Transcend the Convenience Store?
The highlight of “Famifest 2025” is the “8 Ways to Play,” offering a hands-on experience of the new territories and collaborations FamilyMart is venturing into. Visitors at the venue can fully immerse themselves in the charm of these attractions.
1. Your Favorite Characters Turned into FamilyMart Treats! “Entertainment Gourmet”
In Japan, collaborations between popular anime or games and food products are common. FamilyMart is further strengthening this “Entertainment Gourmet” line. At the event, you can get a sneak peek at new collaboration products scheduled for future release before anyone else. The anticipation builds as you imagine what delicious treats your favorite characters will become.
2. Play Through Japan’s Four Seasons! “FamilyMart’s Seasonal Events”
In Japanese retail stores, seasonal events like Christmas, New Year’s, and the cherry blossom season are highly valued. At FamilyMart’s seasonal event booth, information on upcoming campaigns will be on display. You can feel the changing of Japan’s four seasons through the convenience store’s products and decorations.
3. Turn “Buying” into “Playing”! “Shopping Attractions”
The popular crane games in Japan are now making an appearance inside FamilyMart stores. With the “FamiMa Crane Game,” you’ll have a chance to win exclusive prizes you can’t get anywhere else, like limited-edition merchandise of the official FamiPay character, “Famippe.” Furthermore, there will be a sneak peek of an avatar clerk who can choose the perfect cosmetics for you and a collaboration campaign with VTubers, a symbol of Japanese pop culture. This is the moment when shopping transforms into entertainment.
4. Discover Special Items One After Another! “Treasure Hunting on FamiMa Online”
Special products usually only available at the online store will make a real-life appearance at the venue. This is a rare opportunity to see “treasure”-class items up close, such as high-end Japanese sake, seasonal fruits, and even a one-of-a-kind “Solid Gold Matsuken” statue created exclusively for this event.
5. The Birth of Content Collaboration Stores! “Sacred Site Pilgrimages” at FamilyMart
“Seichi Junrei” (Sacred Site Pilgrimage) is a unique Japanese cultural practice where fans visit locations associated with their favorite anime, manga, or idols. FamilyMart is promoting an initiative to transform entire stores into “sacred sites” for fans by wrapping them in specific content themes. At the event, you can walk on a map of Japan drawn on the floor to virtually tour some of the collaboration stores scattered all over Japan.
6. Oshikatsu at FamilyMart?! “Oshikatsu FamiMa Print”
“Oshikatsu” is a term that refers to all activities supporting one’s favorite idol or character (‘oshi’) and is a cornerstone of modern Japanese fan culture. FamilyMart’s multi-copier service, “FamiMa Print,” is evolving into a powerful platform to support this oshikatsu. At the event, you can experience making original “oshikatsu goods” and print special content available only there.
7. Great Deals and Fun! “Playable FamiPay & FamiMa Channel”
A giant smartphone mockup will appear at the venue, revealing the full scope of FamilyMart’s payment app, “FamiPay.” It’s packed with fun and rewarding features, including an attraction where you can grab coupons that fly out from the screen. Additionally, entertainment content that can be enjoyed on “FamilyMartVision,” the in-store digital signage broadcast in over 10,000 stores all over Japan, will also be introduced.
8. Good for the Earth, and Fun! “Fun-tainable”
Under the theme of “Fun-tainable,” a portmanteau combining “fun” and “sustainable,” FamilyMart playfully proposes its contributions to the global environment. The “Teary-Eyed Sticker,” which gained attention as an initiative to reduce food loss, will appear in a giant form. Additionally, you can learn about FamilyMart’s sustainability activities in a fun way through quizzes and missions.
Event Participation and Overview
Participation in this unique event is by lottery. This is a method used for many popular events in Japan.
Lottery Application Method: You can apply through FamilyMart’s official app, “FamiPay.” Membership registration is required to apply.
Application Link: https://famipay.onelink.me/sVp0/966f494v?af_qr=true
Application Period: November 28, 2025 (Fri) 10:00 AM to December 4, 2025 (Thu) 11:59 PM
Lottery Results: Announced via email around December 12, 2025 (Fri)
Public Dates:
December 19, 2025 (Fri)、December 20, 2025 (Sat)
Venue:
MEDIA DEPARTMENT TOKYO (19-3 Udagawacho, Shibuya-ku, Tokyo)
Official Website: https://www.family.co.jp/campaign/spot/2510_famifest_cp_4wadrck.html
“Famifest 2025” is the perfect opportunity to experience how Japanese convenience stores are evolving from mere shops into entertainment spaces that connect culture and people. If you’re in Japan, why not take a peek into the future of convenience stores?
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