The Japanese convenience store chain, FamilyMart Japan, has announced a new initiative that challenges the conventional wisdom of what a konbini can be. At “FamilyMart FEST. 2025 (FamiFes 2025),” which began on December 17, 2025, the company unveiled a new concept: the “Playable Konbini,” which combines the elements of “clothing, food, and housing” with “play.” This represents a grand vision to evolve from a simple retail outlet into an entertainment hub.
In recent years, “Japanese culture” such as anime, games, and music from Japan has gained immense popularity worldwide. Following this trend, consumer interest has shifted from “koto consumption” (simply buying things) to “toki consumption,” which involves “oshi-katsu” (supporting favorite characters or works), unique “experiences,” and “participation” in events. FamilyMart has recognized this shift and is redefining the konbini as a “place of experience.” This “FamiFes 2025” is the first step in concretely demonstrating that future vision.
All Your Favorite Characters are Coming to FamilyMart’s Gourmet Lineup! “Entertainment Gourmet”
A central pillar of FamilyMart’s new initiative is the “Entertainment Gourmet” project, featuring collaborations with a diverse range of IP content. It was announced that from 2026, the company will further strengthen its partnerships across various genres, including anime, games, movies, and VTubers.
TV Anime “Jujutsu Kaisen” “Culling Game” Arc Broadcast Commemoration “FamilyMart’s General Rules” Campaign
First up is a collaboration with the globally popular TV anime “Jujutsu Kaisen.” To celebrate the new “Culling Game” arc starting in January 2026, the “FamilyMart’s General Rules” Campaign is scheduled to launch in mid-January 2026. At the FamiFes venue, a special advance preview of the collaboration food for this campaign was held. The full details of the campaign will be announced in early January, making it a must-see for fans and non-fans alike.
“FINAL FANTASY VII REMAKE INTERGRADE” Collaboration Campaign
Next is a tie-in with the timeless masterpiece that has made its mark on gaming history, “FINAL FANTASY VII REMAKE INTERGRADE.” In this campaign, scheduled for February 2026, customers who purchase two “in Jelly” nutritional supplement products from Morinaga will receive an exclusive original A4 clear file on the spot. In Japanese konbini, campaigns where customers can get exclusive merchandise by purchasing specific products are common and are unmissable events for fans. Furthermore, on FamilyMart’s online store, “Famima Online,” pre-orders for the game software with an original bonus (a set of two stickers) are being accepted until January 12, 2026.
“FAMIMA CAFÉ” “Genshin Impact” Collaboration Cups
The mega-popular game “Genshin Impact,” which continues to captivate players worldwide, is also teaming up with FamilyMart. For a limited time, the cups for FamilyMart’s counter coffee, “FAMIMA CAFÉ,” will feature “Genshin Impact” character designs. This time, the design of the popular character “Paimon,” known as the game’s guide, was revealed. Whether other characters will also make an appearance will be announced at a later date. Coffee from Japanese konbini is popular for its easy accessibility and authentic taste, and the addition of popular character designs is sure to make daily coffee time even more enjoyable.
“Pokémon Frienda” Campaign
The collaboration with “Pokémon,” beloved by all generations from children to adults, is also going strong. From December 16 to December 29, 2025, customers who purchase three eligible bread products will receive one “Special Frienda Pick” that can be used in the popular arcade game “Pokémon Frienda.” The available picks are either “Salamence (Mega Salamence)” or “Metagross (Mega Metagross).” The campaign will end as soon as the prizes run out, so fans are advised to check it out early.
Play Through Japan’s Seasons! “FamilyMart’s Seasonal Events”
FamilyMart is also set to make Japan’s seasonal events like Christmas, New Year’s, and Setsubun even more exciting by merging them with entertainment.
“Touken Ranbu ONLINE” Tsurumaru Kuninaga’s Ehomaki
Of particular note is a product for the Setsubun festival in February. The “Touken Ranbu ONLINE” collaboration ehomaki, which was so popular last season that it repeatedly sold out, is returning in 2026. Ehomaki is a thick sushi roll that is eaten whole in silence while facing a specific lucky direction during Setsubun (a traditional festival marking the change of seasons in early February) to wish for good fortune for the year. This time again, the roll is inspired by the Touken Danshi “Tsurumaru Kuninaga,” and is made with ingredients that are primarily “white” (such as salad chicken, potato salad, and tamagoyaki). The price is 2,000 yen (tax included). It comes in a special design box, along with a special wrapping cloth (a small furoshiki) and a drawstring bag, making it an irresistible luxury item for fans. Pre-orders will begin on December 19th at 10:01 AM.
FamilyMart is Turning “Buying” into “Playing”! “Shopping Attractions”
FamilyMart is expanding its efforts to turn the shopping experience itself into an attraction for new customer segments, including inbound tourists.
FamilyMart Crane Game
A prime example is the “FamilyMart Crane Game” installed inside stores. At 100 yen per play, this game machine will offer prizes featuring popular characters like Sanrio and “Chiikawa.” Being able to casually enjoy a crane game at a konbini without having to go to an arcade is a unique experience that only a “Playable Konbini” can offer.
“Pokémon Frienda” Installation
Furthermore, the arcade game machine for “Pokémon Frienda” will be experimentally installed in two stores in Tokyo. In conjunction with the bread campaign, the konbini will become a new playground.
CUNE(R) × smart BIG BACKPACK BOOK
Fashion items are not to be missed either. The ultimate backpack, a collaboration between the popular men’s fashion magazine “smart” and the unique Shimokitazawa-born brand “CUNE(R),” is scheduled to be released in approximately 7,500 stores across Japan in mid-to-late February 2026. The price is 4,059 yen (tax included). The fact that you can get authentic fashion items at a konbini is one of the interesting aspects of Japanese convenience stores.
Campaign for Usada Pekora of hololive
Collaborations with VTubers, an essential part of Japanese pop culture, are also going strong. A campaign for Usada Pekora, a member of the super-popular VTuber agency “hololive,” will be held starting January 6, 2026. Customers who purchase 5,000 yen or more worth of prepaid cards (POSA cards) sold in-store will receive an exclusive clear card and can also enter a lottery to win a tapestry that includes a voice recording.
Visa eGift Campaign
As part of a campaign running until December 22, 2025, customers who purchase a Visa eGift and apply can enter a lottery to win a 10,000 yen code.
Unearth a Stream of Special Items! “Treasure Hunting on Famima Online”
FamilyMart’s online store, “Famima Online,” will also be enhanced with entertainment elements, offering a “treasure hunting” like experience.
Solid Gold Matsuken Reward Set
The star of the show is the “Solid Gold Matsuken Reward Set.” This is a one-of-a-kind solid gold plate featuring the famous character “Matsuken,” portrayed by actor Ken Matsudaira. The price is a staggering 1,980,000 yen (tax included). This magnificent item, made with approximately 20g of K24 gold, will be sold via lottery, but it stands as a unique symbol of Japanese pop culture.
Famima Online Kuji
Starting in late February 2026, the “Famima Online Kuji,” an online lottery, will officially launch. Similar to the popular “Ichiban Kuji” in stores, you can try your luck at winning exclusive merchandise anytime, anywhere online. The system allows you to see the remaining prizes in a box, enabling you to strategically aim for the items you want.
“Self-Liquidation” Campaign
FamilyMart will also hold its first-ever “Self-Liquidation” campaign. This system allows customers to earn the right to purchase exclusive merchandise at a discount by collecting stamps from product purchases and paying a certain amount. This time, mascot plushies of popular characters like “Rilakkuma,” “Hello Kitty,” and from “Touken Ranbu ONLINE,” all with a strawberry theme, will be available.
The Birth of Content Collaboration Stores! “Enjoy a ‘Sacred Pilgrimage’ at FamilyMart!”
FamilyMart is also accelerating its efforts to transform its stores into destinations for fans, so-called “sacred sites.” The plan is to expand the number of “wrapped stores,” where the entire store is decorated with designs from specific content, artists, or sports teams, to over 80 locations across Japan.
Japan Anime Tourism Association × FamilyMart
In collaboration with the Japan Anime Tourism Association, which selects the “88 Japanese Anime Spots to Visit,” FamilyMart will develop wrapped stores focusing on works in which FamilyMart appears. The goal is to become a new hub for “sacred pilgrimages,” where fans visit the real-life locations featured in anime.
Professional Basketball Teams × FamilyMart
By partnering with multiple professional basketball teams such as “Levanga Hokkaido” and “Chiba Jets,” stores in each team’s hometown will be decked out in the team’s colors.
“Pokémon GO” × FamilyMart
As an official partner of the wildly popular AR game “Pokémon GO,” the FamiFes 2025 venue will appear as a “Gym” in the game during the event period. Additionally, special events will be held at FamilyMart “Gyms” and “PokéStops” all over Japan, offering an experience that links the game with the real world.
Oshi-katsu at FamilyMart?! “Oshi-katsu Famima Print”
The “Famima Print” service available on in-store multi-function copiers is also evolving into a platform for “oshi-katsu.”
Famima Print Creators
In late January 2026, a new platform called “Famima Print Creators” will launch, allowing individual creators to sell their own works (such as illustrations and photos). Fans will be able to easily print and purchase the works of creators they support at FamilyMart stores all over Japan.
Fun and Great Value! “Playable Famipay & Famima Channel”
FamilyMart’s smartphone app “Famipay” and the in-store digital signage “FamilyMartVision” are also evolving to provide more enjoyable experiences.
Konbini-ent Hack: Let’s Make It with Wakuwaku-san!
The in-store broadcast will feature “Wakuwaku-san,” famous for his crafts show. A new program will start where he gives lectures on fun crafts using products from the konbini. The revival of a character that many people in Japan grew up with in the unexpected setting of a konbini is heartwarming news.
Nanashi Gakuen Dialect Research Society
Furthermore, a program featuring talents from the popular VTuber group “Nananinu” will begin, introducing various Japanese dialects in a quiz format. It offers a chance to experience Japan’s diverse culture through the charm of its regional languages.
Good for the Earth, Made Fun by FamilyMart! “Tano-shainable”
FamilyMart is also adding an element of “fun” to its sustainability efforts. The concept is called “Tano-shainable,” a portmanteau of “Tanoshii” (fun) and “Sustainable.”
To reduce food loss, discount stickers called “Teary-Eyed Stickers” are placed on products nearing their expiration date. This initiative has reduced food waste in stores by about 5%. Now, a limited-edition “‘Golden’ Teary-Eyed Sticker” will be introduced, adding a touch of playfulness, making it not just a bargain but also a lucky find.
These new initiatives by FamilyMart show the future of Japanese konbini evolving from simply convenient stores into community hubs that broadcast culture, bring people together, and offer enjoyment. The public days for “FamiFes 2025” will be held on December 19th and 20th. Advance registration through the Famipay app is required to attend.
https://famipay.onelink.me/sVp0/966f494v?af_qr=true (Japanese Link)
Source (Japanese): ファミリーマートは「衣食住」に”遊”を掛け合わせた「あそべるコンビニ」にチャレンジ 『ファミフェス2025』でエンタメコンテンツとの多彩なコラボレーションによる新戦略を発表
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