Winter vacation in Japan. While many children eagerly await the break from school lunches, it brings about a challenging issue: a social problem known as the “milk surplus,” where large quantities of milk that would normally be consumed at school are left over. In response, FamilyMart, a convenience store chain with locations all across Japan, is launching a unique and delicious campaign to rally consumer support.
The “Milk Surplus” Problem and Japan’s School Lunch Culture
You might wonder why there’s a surplus of milk in the winter. In Japan, many elementary and junior high schools provide a lunch program called “kyushoku,” and the menu almost always includes milk in a bottle or carton. This is a long-standing tradition to support the nutrition of growing children.
However, when children go on winter break, this large-scale milk consumption comes to a halt. Meanwhile, cows produce milk every day, so production cannot be stopped. As a result, a massive amount of milk is left without a destination, and in the worst-case scenario, it could be discarded.
To tackle this challenge, the Ministry of Agriculture, Forestry and Fisheries and industry groups have launched the “Smile with Milk Project.” FamilyMart has joined this project, rolling out a heartwarming campaign that allows consumers to support milk consumption in an enjoyable way.
The Star of the Show: The Limited-Edition “Fuyu no Oishii Milk Coffee”
At the heart of the campaign is the “Fuyu no Oishii Milk Coffee” (Delicious Winter Milk Coffee), which will be available at FamilyMart stores across Japan starting Tuesday, December 16, 2025. Priced at 184 yen (198 yen including tax), it aims to boost milk consumption during the winter vacation period.
The most prominent feature of this product is that it’s made with 50% fresh milk. You can enjoy a fresh, rich flavor reminiscent of milk straight from a farm. Furthermore, it uses a “milk infusion method,” where freshly ground coffee beans are steeped directly in cold milk for two hours. This process successfully transfers the rich aroma of the coffee to the milk while suppressing any bitterness or off-flavors.
The packaging features a charming illustration of a cow, creating a design that offers a moment of visual comfort. It also includes the “Nippon Yell” logo from JA Zen-Noh (the central organization of Japan’s agricultural cooperatives). This mark signifies a brand that supports products from all over Japan, indicating that this coffee is part of an initiative to support domestic producers.
Additionally, a campaign will run where customers can earn points for purchasing the “Fuyu no Oishii Milk Coffee.” By presenting a d Point, Rakuten Point, or V Point card (or linked app) at the time of purchase, you will receive 30 points per bottle. This campaign will last from Tuesday, December 16, 2025, to Monday, January 5, 2026.
Get Standard Milk at a Discount Too! Supporting Consumption with a Sale
FamilyMart’s efforts don’t stop with original products. To more directly encourage the consumption of milk itself, they are also holding a discount sale on the popular “Meiji Oishii Gyunyu” (Meiji Delicious Milk) series.
The single-serving “Meiji Oishii Gyunyu 200ml” will be available for 15 yen off its regular price of 133 yen (143 yen including tax).
The slightly smaller, household-sized “Meiji Oishii Gyunyu 450ml” is 20 yen off its regular price of 181 yen (195 yen including tax).
And the large, versatile “Meiji Oishii Gyunyu 900ml” is a great deal at 35 yen off its regular price of 314 yen (339 yen including tax).
These discounts will be available from Tuesday, December 23, 2025, to Monday, January 5, 2026, at stores all across Japan, excluding Okinawa Prefecture. It’s a great opportunity to stock up for New Year’s cooking and warm drinks.
Connecting to the Future: The “Famima Kodomo Shokudo” Food Education Experience
A particularly unique part of FamilyMart’s initiative is a food education event held in collaboration with the “Famima Kodomo Shokudo” (Famima Kids’ Diner). The Famima Kodomo Shokudo is a community outreach activity where stores open their eat-in spaces to provide meals and a place for local children and families to gather.
This time, in cooperation with JA Zen-Noh, they will hold a special event where children can have fun learning about dairy farming. The event will kick off at a Tokyo store on Monday, December 8, 2025, and is scheduled to be held sequentially at about 20 stores across Japan.
At the event, children can use their five senses to explore the world of dairy farming by experiencing a 360-degree view of a farm with VR goggles or participating in a quiz where they guess “What’s that sound?” by listening to various farm noises. As a nice bonus, participating children and their families will receive a “Famima no Gyunyu 500ml” (FamilyMart’s Milk 500ml).
This isn’t just about selling products; it’s about providing an opportunity to learn about the stories behind our food and the work of producers. This can be seen as another one of the multifaceted roles that Japanese convenience stores play.
The Farmer’s Passion and the Season’s Best Flavor
According to dairy farmer Mr. Hirotoshi Tomizawa, who provided audio for this project, winter milk is actually at its “shun” (peak season), being the richest and most flavorful of the year. During winter, dairy cows, which are resilient to the cold, relax and eat nutrient-rich hay. The milk from these cows is said to have an exceptional flavor. This campaign is also a perfect opportunity for many people to taste this delicious winter milk.
Japanese Convenience Stores Addressing Social Issues
This series of initiatives by FamilyMart is more than just a product campaign. It is a wonderful attempt to address the social issue of “milk surplus,” rooted in Japan’s school lunch culture, by utilizing the everyday platform of convenience stores to work towards a solution with consumers.
When you visit Japan, be sure to stop by a FamilyMart and pick up a “Fuyu no Oishii Milk Coffee.” That one cup supports Japan’s dairy farmers and helps reduce food loss. A milk coffee enjoyed with that story in mind is sure to taste exceptional.
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