The major Japanese convenience store chain, FamilyMart Japan, is launching a surprise campaign to celebrate its brand ambassador, Shohei Ohtani, being named the “Most Valuable Omusubi Person,” or “MVOP” for short.
Starting Friday, December 5, 2025, for four days, free coupons for the chain’s highly popular “Jikimaki Yaki-shake” (Grilled Salted Salmon) omusubi will be distributed via social media to a total of 40,000 people—an irresistible offer for fans.
Why Omusubi for Shohei Ohtani? The Background You Should Know
First, what is an “omusubi,” or “onigiri (rice ball)”? It’s a quintessential Japanese soul food made by shaping cooked rice into a triangle or cylinder and wrapping it in nori (seaweed). Because it’s so easy to eat, it’s not just a taste of home but also an incredibly popular staple at convenience stores throughout Japan.
And then we have the man of the hour, Shohei Ohtani. He is a superstar who represents Japan today, continuing his historic performance in the United States—the heartland of baseball—as a “two-way player” (pitcher and hitter). With Ohtani serving as FamilyMart’s omusubi ambassador, the unique “MVOP” award was born, a clever pun on baseball’s “MVP (Most Valuable Player).”
This playful initiative celebrates both Ohtani’s incredible 2025 season, where he achieved 3 wins as a pitcher and a phenomenal 64 home runs as a batter, and the evolution of FamilyMart’s omusubi to a “new dimension of deliciousness” thanks to its “Fuwauwa Method.”
Shohei Ohtani MVOP Award Commemorative Campaign
The highlight of this campaign is, without a doubt, the free coupons.
The campaign period runs from 10:00 AM on Friday, December 5, 2025, to 11:59 PM on Monday, December 8, 2025. By following FamilyMart’s official X (formerly Twitter) account (@famima_now) and reposting the relevant post, 10,000 people each day (a total of 40,000) will have a chance to win a coupon.
For detailed instructions on how to enter, please check the following link, which will go live at 10:00 AM on December 5: https://sns.petit.gift/campaigns/HVN6PA6QV477/. The coupons won can be redeemed until Wednesday, December 10.
Coupon-Eligible Product: “Jikimaki Yaki-shake”
The coupon can be redeemed for one “Jikimaki Yaki-shake.” The price is 158 yen (170 yen including tax).
This omusubi is made with FamilyMart’s new “Fuwauwa Method” (Fluffy and Delicious Method). By coating the salmon with a rich, umami-packed soy sauce before grilling, its fragrance is dramatically enhanced. We invite you to take this opportunity to experience its new texture, which gently falls apart in your mouth.
Enjoy the Taste of a Specialty Shop at Home! “Bongo at Home” Set Giveaway
Additionally, another can’t-miss campaign will be running at the same time.
FamilyMart has frequently released products supervised by “Bongo,” a hugely popular onigiri specialty shop in Otsuka, Tokyo, and this marks their third collaboration. To commemorate this, a campaign will be held where you can win a deluxe set that lets you recreate the taste of “Bongo” in your own home.
You can enter this giveaway by following FamilyMart’s official X account (@famima_now) and reposting the relevant post. Five winners will be chosen by lottery to receive the “Bongo at Home” set. The entry period is from 11:00 AM on Friday, December 5, 2025, to 11:59 PM on Monday, December 8, 2025.
The exciting set includes jars of popular shop fillings like egg yolk-style sauce, seasoned ground meat, salted salmon, and tuna mayo, as well as Bongo-style grilled nori and even salt. It’s truly a dream come true for any onigiri lover.
Check out the details at the following link, which will be available from 11:00 AM on December 5: https://www.family.co.jp/campaign/spot/2511_onigiribongo_xcp.html.
A New Dimension of Deliciousness: What is the “Fuwauwa Method”?
The evolution of FamilyMart’s omusubi is the backdrop to this campaign.
The “Fuwauwa Method,” newly adopted for the “Gochimusubi” and “Jikimaki Omusubi” series, is a new production technique that, as the name suggests, achieves a texture that is fluffy and gently falls apart in your mouth.
Omusubi from convenience stores in Japan have been continuously improved over many years, but this latest renewal is an evolution truly worthy of being called a “new dimension.” The result allows you to taste the deliciousness of each individual grain of rice more than ever before.
Convenience stores in Japan are not just convenient; they are also places where the latest food trends and technologies are constantly reflected. When you visit Japan, be sure to pick up one of these evolved omusubi and experience its “new dimension of deliciousness” for yourself.
Post a Comment