Japanese convenience store Lawson has launched a special, regionally exclusive collaboration. On October 23, 2025, two types of bread and one dessert will be released in the San’in area (Tottori and Shimane Prefectures) and at select stores in Hiroshima Prefecture. This collaboration, born from a project by the popular local variety show “Nama Tamago JOY” (aired on BSS San’in Broadcasting), features products from the beloved local dairy producer, “Oyama Dairy Farmers Cooperative Association,” commonly known as “Shirobara Milk.” It’s a lineup brimming with local love. This is an unmissable chance for local fans and tourists visiting the region to experience a special taste.
A Dream Collaboration Packed with San’in’s Familiar Favorites
This project originated from the ideas of announcers Kana Moritani and Marika Fujii from BSS San’in Broadcasting’s popular local program, “Nama Tamago JOY.” Lawson brought their desire to energize the local community to life. The key to the flavor is “Shirobara Milk,” which is considered the soul drink of Tottori Prefecture and a familiar staple in school lunches across the prefecture. The fresh milk, sourced from cows raised in the rich nature of Mount Daisen, is characterized by a gentle sweetness and a clean aftertaste, and it has been cherished by many for years. The combination of the region’s representative TV show and dairy manufacturer is truly a “dream collaboration.”
The Exciting Lineup Features Three Unique Products!
The products being released are carefully crafted breads and a dessert, all showcasing the appeal of Shirobara Milk. Let’s take a closer look at each item, perfect for breakfast, a snack, or an after-dinner treat.
Croissant (with Tsubu-an & Shirobara Milk Whipped Cream)
First up is a product that fuses the Japanese “anpan” (sweet red bean bun) with a Western croissant. A carefully made croissant is filled with “tsubu-an” (coarse sweet red bean paste) of refined sweetness and a special whipped cream made with Shirobara Milk. From within the flaky croissant, the delightful texture of the whole red beans in the tsubu-an and the rich, mellow whipped cream unique to Shirobara Milk ooze out. You can enjoy a taste that is both nostalgic and new, where Japanese and Western sweetness harmonize perfectly. The price is 167 JPY (including tax) at standard Lawson prices.
Soft Mentaiko Carbonara French Bread (with Carbonara-style Sauce featuring Shirobara Milk)
Next is a savory bread perfect for a meal. A soft French bread dough encases a creamy Carbonara-style sauce made with Shirobara Milk. Furthermore, it is topped with a spicy “mentaiko sauce” (spicy pollock roe) that stimulates the appetite and flavorful shredded nori seaweed before being baked. The rich and mellow taste of the carbonara is perfectly accented by the saltiness and spice of the mentaiko. This unexpectedly addictive combination of Japanese and Italian flavors makes for a very satisfying bite. The price is 194 JPY (including tax) at standard Lawson prices.
Fuwapuru Milk (using Shirobara Brand Sweetened Condensed Milk)
Last but not least is a new-texture dessert that milk lovers won’t be able to resist. This dessert is a two-layered treat, featuring a jiggly milk pudding on top of a fluffy, milk-flavored steamed cake. The surprising part is that both the cake and the pudding generously use Oyama Dairy’s “Shirobara Brand Sweetened Condensed Milk.” This allows you to fully savor the rich yet gentle, authentic sweetness of milk. As its name “Fuwapuru” (a Japanese onomatopoeia for “fluffy and jiggly”) suggests, it’s a unique dessert where you can enjoy two different textures at once. The price is 211 JPY (including tax) at standard Lawson prices.
[Important] Get Them Only Here! Check the Sales Area
These attractive collaboration products are extremely rare, limited-edition items sold only at Lawson stores throughout the San’in area (Tottori and Shimane Prefectures) and at select stores in Hiroshima Prefecture. They go on sale starting Thursday, October 23, 2025, but are available only while supplies last. If you live in this region or are planning to visit for travel or work, be sure not to miss this opportunity.
Lawson’s new limited-edition products are packed with ingredients and ideas unique to the San’in region. These breads and sweets, combining locally loved flavors, are sure to warm your heart. When you visit the San’in region, why not stop by a local Lawson and experience this special taste for yourself?
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