FamilyMart, the Japanese Konbini, has announced a noteworthy initiative concerning its popular private brand “FamiMaru” product, “Natural Water from Tsunan, Niigata Prefecture.” This involves a disclosure based on the recommendations of the Taskforce on Nature-related Financial Disclosures (TNFD), which requires companies to assess and report on their impact and dependence on the natural environment.
To raise awareness of this progressive initiative, FamilyMart is launching a special campaign.
From Tuesday, January 6, 2026, to Monday, January 12, customers who purchase the eligible “FamiMaru Natural Water from Tsunan, Niigata Prefecture” while presenting the official FamilyMart “FamiPay” app will be entered into a lottery. 60,000 lucky winners will receive a free coupon for a 600ml bottle of “FamiMaru Natural Water from Tsunan, Niigata Prefecture.”
Why a Konbini is Talking About the Natural Environment
Why would a Konbini engage with what seems like a complex international framework like the TNFD? The answer lies at the product’s origin.
As its name suggests, “FamiMaru Natural Water from Tsunan, Niigata Prefecture” uses spring water from the bountiful nature of Tsunan Town, Niigata. This area is one of the snowiest in Japan, characterized by magnificent river terraces carved out by the Shinano River. The fallen snow turns to meltwater, which is then filtered through numerous geological layers over many years to become pure, delicious natural water. In other words, the very value of this product is deeply dependent on the natural environment of Tsunan Town.
FamilyMart used the “LEAP analysis” method, recommended by the TNFD, to scientifically analyze this relationship. The analysis reaffirmed that risks such as reduced snowfall due to climate change and potential water source contamination could significantly impact their business in the future.
On the other hand, the company also sees a significant “opportunity” in cooperating with local environmental conservation efforts and carefully managing water resources, which can deepen trust with the community and increase the brand’s value.
This initiative embodies FamilyMart’s theme, “Safe, Secure, and Earth-Friendly Food,” demonstrating that Japanese Konbini are evolving beyond simple retail stores into entities with a greater sense of social responsibility.
You can view the detailed disclosure report here.
https://www.family.co.jp/sustainability/material_issues/environment/biodiversity.html#tnfd_report (Japanese Link)
Eligible Campaign Products
Let’s introduce the special natural water products eligible for this campaign.
FamiMaru Natural Water from Tsunan, Niigata Prefecture 600ml
The price is 110 yen (118 yen including tax), and it is available at FamilyMart stores all over Japan. Its source, Tsunan Town in Niigata Prefecture, is renowned for its excellent water and has been selected as one of the “100 Best Water Towns” by the Ministry of Land, Infrastructure, Transport and Tourism. It is a soft water with a hardness of 17mg/L, giving it a smooth, mellow, and easy-to-drink character.
FamiMaru Natural Water from Tsunan, Niigata Prefecture 370ml
Priced at 100 yen (108 yen including tax), this is an even more affordable size. It’s convenient for carrying around, making it perfect for your daily hydration needs. Of course, it also features the same delicious soft water from Tsunan Town.
Campaign Details
The campaign runs from Tuesday, January 6, 2026, to Monday, January 12. Simply scan your “FamiPay” app at the register when purchasing an eligible product during this period to be automatically entered into the lottery.
Winners will be sent a free coupon via the FamiPay app around Tuesday, January 27. The coupon is valid until Saturday, January 31, so make sure you don’t miss out.
This initiative is an attempt by a Japanese Konbini to convey not just convenience, but also the story and environmental consciousness behind its products. Through a simple bottle of water, we get a glimpse into the richness of Japan’s natural environment and the commitment of a company trying to protect it.
Source (Japanese): 「ファミマル 新潟県津南の天然水」のTNFD提言に基づく情報開示に合わせて「津南の天然水」ファミペイ無料クーポンが6万名様に当たるキャンペーン実施
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