FamilyMart, one of Japan’s leading Konbini (convenience store) chains, is rebranding its popular annual event with a fresh, new theme. Starting Tuesday, January 6, 2026, the “Famima’s White-Clad Strawberry Hunt®” will kick off at approximately 16,400 FamilyMart stores nationwide in Japan. This special lineup will feature a total of 16 unique products, all starring seasonal strawberries paired with “white” ingredients like condensed milk, milk, and white chocolate.
This “Ichigo-gari®” (Strawberry Hunt) campaign, which has been running since 2021, has become a signature winter event for Japanese Konbini fans. Now in its sixth year, the campaign is getting a complete makeover. All products will be redesigned based on a “white” theme, creating a composition that maximizes the appeal of the strawberries’ vibrant red color and sweet-tart flavor.
FamilyMart, under its “Famima, the Home of Sweets” concept, regularly launches dessert campaigns that cross product categories, and this event is the latest installment. From desserts and breads to ice cream, snacks, and drinks, this diverse array of “white strawberry sweets” is sure to delight anyone visiting Japan during the winter.
Desserts
Here are the visually stunning desserts that take center stage in this campaign.
Mochi-Mochi Cream Roll (with Strawberry Sauce)
Price: 380 yen (tax included), available nationwide in Japan starting Tuesday, December 30, 2025. This cream roll features a double layer of strawberry cream and strawberry sauce. The chewy, mochi-like dough gently wraps the sweet and tangy cream and sauce.
Strawberry Mont Blanc (with Meringue)
Price: 325 yen (tax included), this is also an early-release item available from Tuesday, December 30, 2025. A Mont Blanc with an exquisite harmony of strawberry and cream infused with white chocolate. A crunchy meringue hidden at the bottom adds a delightful textural accent.
Crunchy Strawberry Cookie Choux
Price: 230 yen (tax included), launching nationwide in Japan on Tuesday, January 6, 2026. Inside the crunchy cookie choux pastry is a generous filling of cream with strawberry pulp and strawberry sauce. It’s a treat with an enjoyable contrast of textures.
Chewy Strawberry Crêpe
Price: 398 yen (tax included), appearing in stores nationwide in Japan from Tuesday, January 6, 2026. A characteristically chewy white crêpe envelops a fluffy milk mousse, topped with a fresh strawberry. A simple yet luxurious taste.
Hattendo’s Chilled White Cream Bun with Fukuoka Amaou Strawberry
Price: 298 yen (tax included), launching nationwide in Japan on Tuesday, January 6, 2026. This is a collaboration product with the famous Japanese brand “Hattendo.” The combination of jam made from “Amaou” brand strawberries from Fukuoka Prefecture and a meltingly smooth milk cream is exceptional.
Baked Goods
There is also a full lineup of easy-to-enjoy baked goods, perfect for accompanying coffee or tea.
Strawberry Baumkuchen
Price: 220 yen (tax included), available for purchase nationwide in Japan from Tuesday, January 6, 2026. The dough, kneaded with strawberry purée and strawberry powder, has a moist texture. A coating of white chocolate and strawberry flakes adds to its cute appearance and depth of flavor.
Strawberry Financier
Price: 200 yen (tax included), launching nationwide in Japan on Tuesday, January 6, 2026. The fragrant almond flavor characteristic of financiers perfectly matches the sweet and sour taste of strawberries. The gentle sweetness of white chocolate ties it all together.
Bread
Satisfying breads perfect for breakfast or lunch will also be available.
Strawberry Milk Melon Pan with Strawberry Bits
Price: 178 yen (tax included), launching nationwide in Japan on Tuesday, January 6, 2026. This is a new take on Melon Pan (a classic Japanese sweet bun). A white biscuit dough bun containing strawberry-flavored chocolate chips is filled with a milk whip containing strawberry pulp.
Strawberry Milk Whip Donut
Price: 168 yen (tax included), available at FamilyMart stores nationwide in Japan from Tuesday, January 6, 2026. A vibrant pink donut is filled with a milk whip containing strawberry pulp. It’s topped with a white chocolate coating and two types of crunch for a rich texture.
Beverages
Strawberry Milk for Milk Lovers
Price: 315 yen (tax included), launching nationwide in Japan on Tuesday, January 6, 2026. This satisfying dessert drink contains large chunks of strawberry pulp. You can enjoy the richness of milk and the fresh taste of strawberries.
Ice Cream
Taberu Bokujo Ichigo (Eating Farm Strawberry)
Price: 278 yen (tax included), appearing in the ice cream section of FamilyMart stores nationwide in Japan on Tuesday, January 6, 2026. This is the strawberry flavor from FamilyMart’s hugely popular “Taberu Bokujo” ice cream series. It features a two-layer structure of rich milk ice cream made with milk and fresh cream from Hokkaido, and a strawberry ice cream layered with strawberry pulp sauce.
Snacks & Confectionery
Unique strawberry-flavored snacks, also perfect as souvenirs, are available.
White Chocolate Strawberries
Price: 378 yen (tax included), launching nationwide in Japan on Tuesday, January 6, 2026. Whole freeze-dried strawberries are coated in white chocolate. The tartness of the strawberries and the mellow sweetness of the white chocolate create a perfect balance.
Caramel Corn with the Gentle Sweetness of White Strawberries
Price: 138 yen (tax included), a limited-quantity item available nationwide in Japan from Tuesday, January 6, 2026. This is a limited-edition flavor of the classic Japanese snack “Caramel Corn.” Enjoy the refreshing and gentle sweet-tart flavor of rare white strawberries.
Chocolate Marshmallow-Style Gummy, Strawberry Flavor
Price: 250 yen (tax included), appearing in limited quantities nationwide in Japan starting Tuesday, January 6, 2026. These are strawberry-flavored gummies with a mysterious, fluffy texture like marshmallows. They are then coated in white chocolate for a gentle sweetness.
Infused Chocolate Strawberry (Shimikomi Chocolat Ichigo)
Price: 348 yen (tax included), already available nationwide in Japan. This fruit chocolate uses a unique method to infuse white chocolate deep inside the strawberry. It’s a new kind of sweet where a crispy texture is followed by chocolate melting from within.
Sandwich
Strawberry & Whip Sandwich
Price: 498 yen (tax included), launching in limited quantities nationwide in Japan a little later, on Tuesday, January 13, 2026. This is a popular fruit sandwich found in Japanese Konbini. You can fully enjoy the classic combination of fresh strawberries and whipped cream.
Special Campaign Information
During the campaign period, coupons will be available to purchase target products at a discount. You can get a 20-yen-off coupon on apps like “SmartNews” and “LINE Coupon.” Additionally, a 50-yen-off coupon will be distributed on a first-come, first-served basis on FamilyMart’s official app, “Famipay.” Those living in Japan or able to use these apps should definitely check them out.
If you’re visiting Japan in the winter, you can’t miss FamilyMart’s “Famima’s White-Clad Strawberry Hunt®.” Be sure to experience these creative sweets, unique to Japanese Konbini, that are only available during this season.
Source (Japanese): 毎冬恒例の大人気企画が“白”に生まれ変わった！「ファミマの白をまとったいちご狩り(R)」2026年1月6日（火）から開催！～甘酸っぱくてほっぺとろける白スイーツ全16種類大集結～
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