Japan’s FamilyMart has announced a major campaign called “FamiMatsuken” for the year-end and New Year holidays, welcoming actor Ken Matsudaira as its ambassador. Famous as the “Shogun” in Japanese period dramas and also known for his hit song “Matsuken Samba II,” this collaboration is a must-see for fans of Japanese pop culture.
Starting from Monday, December 22, 2025, a series of unique merchandise, irresistible to fans, will be released one after another.
One for Every Household? ID Photo-Style Photo Cards & Stickers
First up is the original merchandise available for purchase from the “Famima Print” multi-copy machines inside FamilyMart stores.
For a limited time, from 10:00 AM on Monday, December 22, 2025, to 11:59 PM on Saturday, January 31, 2026, Ken Matsudaira’s photo cards and stickers will be on sale.
Particularly unique is the “ID photo” style design, a trend popular among young people in Japan. You can enjoy various sides of Ken Matsudaira, from serious to playful expressions, in this format. There’s even a legendary “Matsukentaur” design, which is sure to surprise anyone who receives it on a New Year’s greeting card (Nengajo).
The photo cards are sold randomly, so which design you get is a surprise. You can choose your favorite design for the stickers. Available in L and 2L sizes, you can collect them, stick them on your smartphone or laptop—how you enjoy them is up to you.
The photo cards cost 300 JPY (tax included) for L size and 400 JPY (tax included) for 2L size. The stickers cost 400 JPY (tax included) for L size and 600 JPY (tax included) for 2L size. Why not try your luck for the New Year at a FamilyMart store all over Japan?
Get Festive Original Merchandise with Purchase of Eligible Products!
Starting at 10:00 AM on Friday, December 26, 2025, an even better promotion begins. When you purchase two eligible snack items at the same time, you’ll receive one piece of original merchandise, while supplies last.
Dancing New Year’s Towel
The first prize is the “Dancing New Year’s Towel.” You can choose from three designs inspired by the cheerful lyrics of “Matsuken Samba II”: “Fuji Samba,” “Odoriakashi-tai” (a pun meaning “I want to dance all night”), and “Car-nya-val” (a pun on “Carnival” with “nya,” the sound a cat makes). These auspicious designs make them perfect items for the New Year.
Dancing Matsuken Stamp
The second prize is the “Dancing Matsuken Stamp.” Also available in three types, these are unique stamps featuring an illustration of Ken Matsudaira with messages like “Samba,” “Viva,” and “Olé!” They’re perfect for festively decorating your New Year’s cards and planners.
Furthermore, if you present the FamilyMart app, “FamiPay,” when purchasing eligible items, you’ll collect stamps. By collecting and redeeming these stamps, you can enter a lottery for a chance to win prizes like a meat catalog gift from the high-end butcher shop “Ningyocho Imahan” or points that can be used at Famima.
Eligible products will be marked with a sign, so be sure to look for them in the store.
An Unbelievable Team-Up! Matsuken × Hello Kitty
Creating a huge buzz in this campaign is the spectacular collaboration between Ken Matsudaira and Hello Kitty. Themed around the “Heisei Gal” culture popular in Japan in the 2000s, original merchandise featuring the duo in dazzling costumes will be released starting Friday, December 26, 2025, at approximately 2,500 select stores all over Japan.
Matsuken x Hello Kitty Keychain with Tail Charm
Priced at 888 JPY (976 JPY with tax), this acrylic keychain has a sparkly design packed with glitter. It includes a “tail” charm, reminiscent of the popular trend of attaching tails to bags during the Heisei era, giving it a retro-yet-new feel. There are three designs in total, and they are sold randomly.
Matsuken x Hello Kitty Sticker Set
Priced at 777 JPY (854 JPY with tax), this is a set of four gorgeous holographic stickers. They’re the perfect size for placing inside a clear smartphone case or decorating your laptop. Details are also available at https://www.family.co.jp/goods/charakuji.html (Japanese Link).
Famima Online Exclusive! The Ultimate Matsuken Merchandise
Special merchandise isn’t just in stores; it’s also available online. “Famima Online” will be taking pre-orders for exclusive goods from 10:00 AM on Friday, December 26, 2025, to 11:59 PM on Saturday, January 31, 2026.
Pre-orders can be made at https://famima-online.family.co.jp/?utm_source=newsrelease&utm_medium=referral&utm_campaign=251226matsuken (Japanese Link).
Supaaaaarkly! Matsuken Acrylic Stand
These are gorgeous acrylic stands (or “akusuta”) that sparkle with gold glitter. There are two versions, “Viva! Samba!” and “Olé!”, each priced at 2,000 JPY (2,200 JPY with tax). It’s an essential item for “oshikatsu” in Japan (the fan activity of supporting your favorite character or idol).
Supaaaaarkly! Matsuken Acrylic Stand 2-Piece Set ~with a Rotating Matsuken Base~
Additionally, a special version is available that includes both types of acrylic stands and an incredible rotating base. The price is 4,500 JPY (4,950 JPY with tax). Spin Matsuken on the base, and your room will instantly transform into a carnival venue.
ID Photo-Style Pin Badge Set
The popular ID photo-style design from the photo cards is now available as a pin badge set. Priced at 3,000 JPY (3,300 JPY with tax), the set includes all six designs, with some even featuring a playful glow-in-the-dark specification.
Matsuken Aurora Tote Bag
This is an aurora-colored clear tote bag printed with a playful Matsuken expression. Priced at 4,000 JPY (4,400 JPY with tax), it also comes with a disco ball-style acrylic slide mirror, making it a practical item.
Japanese Konbini are more than just convenient; they are also places that offer unique and fun entertainment. This “FamiMatsuken” campaign—a fusion of a traditional actor, a global character, and the latest trends—is a perfect symbol of this. If you are visiting Japan during the year-end and New Year holidays, be sure to stop by a FamilyMart.
Source (Japanese): 「ファミマツケン」コラボレーションを一挙発表！年賀状にぴったりの松平健さんのブロマイドや、証明写真がステッカーに？対象商品を買うとおめでたいタオルやハンコがもらえるキャンペーンも！
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