The Japanese convenience store chain “Lawson Store 100” is holding a special limited-time campaign called the “Koi Uma! Challenge” (Rich & Delicious! Challenge) from Wednesday, November 5, to Tuesday, November 18, 2025. This event focuses on the “rich flavors” many people crave as the weather turns colder, featuring a total of 18 unique, original products ranging from bento boxes to desserts.
The “Rich” Theme: A Strategy to Stimulate Autumn and Winter Appetites
Lawson Store 100 has a history of launching unique and surprising campaigns. The “Morisugi Challenge” (Over-the-top Portion Challenge) in June 2025 and the “Karasugiru kamo? Challenge” (Might Be Too Spicy? Challenge) in July were both met with great enthusiasm and public attention. The “Koi Uma! Challenge” is positioned as the third installment in this successful series.
As temperatures fall from autumn into winter, our bodies naturally seek to store more energy. This leads to a preference for robust, well-seasoned foods made with rich ingredients like cheese, cream, and miso, over lighter, more refreshing options. To meet these seasonal cravings, Lawson Store 100 has developed a range of “rich and delicious” products that promise high satisfaction. This lineup is perfect not only for daily meals but also for enriching the dining table during the upcoming season of frequent social gatherings.
A Look at the Featured “Koi Uma!” Original Product Lineup
Out of the 18 items launching for this campaign, here are a few of the most highly anticipated products. Each one has been carefully designed to deliver an experience of pure, rich flavor.
Demi-Glace Hamburger Steak Bento with Rich Quattro Cheese Sauce
The star of this bento is a juicy hamburger steak simmered in a demi-glace sauce. It’s generously topped with a luxurious quattro cheese sauce made from a blend of four cheeses: Cheddar, Gorgonzola, Pecorino, and Parmigiano-Reggiano. The rich sauce clings to the hamburger, making it a perfect dish to warm you up, body and soul, during the cold season. It will be released on Wednesday, November 5, 2025, for 538 yen (tax included).
Hearty Horumon Bento with Miso Sauce
Perfect for when you need an energy boost, the “Hearty Horumon Bento with Miso Sauce” is here. Tender-stewed pork offal is coated in a generous amount of thick, rich miso sauce. The savory flavor of the offal and the depth of the miso pair exceptionally well with white rice, creating a combination so delicious you won’t be able to stop eating. This bento will be available starting Wednesday, November 5, 2025, for 538 yen (tax included).
Rich Butter Soy Sauce and Corn Onigiri
For a convenient way to enjoy rich flavors, this onigiri is the perfect choice. It features fragrant butter and soy sauce-flavored rice generously mixed with sweet corn. As an extra touch, it is topped with an additional butter sauce. With just one bite, the aroma of butter and the richness of soy sauce will fill your mouth. Experience a “rich and delicious” taste in the convenient form of onigiri, a Japanese soul food. It will be available on Wednesday, November 5, 2025, for 167 yen (tax included).
Rich Carbonara
Pasta lovers won’t want to miss the “Rich Carbonara.” What makes it special is its more generous use of egg yolk sauce compared to typical recipes. The creamy, velvety sauce coats the pasta perfectly, allowing you to savor a rich taste that rivals specialty restaurants. It’s a highly satisfying dish that remains deliciously rich down to the very last bite. It launches on Wednesday, November 5, 2025, for 430 yen (tax included).
Koi Uma! Cheese Bread
Developed to satisfy the cravings of cheese lovers, the “Koi Uma! Cheese Bread” is a true delight. The dough is filled with a cheese-flavored cream and cheese cubes. To top it off, it is sprinkled with grated cheese before being baked, achieving a deep, savory flavor and aroma woven from three different kinds of cheese. This bread delivers a rich cheese flavor in every single bite. It will be sold starting Wednesday, November 5, 2025, for 149 yen (tax included).
Koi Uma! Sauce Yakisoba Bread with a Punch of Pickled Red Ginger
“Yakisoba Pan,” which consists of fried noodles stuffed into a bread roll, is one of the most unique and popular savory breads in Japan. This version takes it to the next level by using more sauce than a typical yakisoba pan and adding an “extra drizzle of sauce” for an unprecedentedly rich flavor. The sharp tang of the generously topped pickled red ginger perfectly complements and enhances the deep taste of the sauce. It will be released on Wednesday, November 5, 2025, for 146 yen (tax included).
Koi Uma! Mont Blanc Cake
Mont Blanc, the king of autumn desserts, also gets a rich makeover. The “Koi Uma! Mont Blanc Cake” is a true chestnut indulgence, featuring a flavorful marron cream made from *shibukawa-guri* (chestnuts cooked with their inner skin), diced chestnuts for a pleasant textural contrast, and a marron whipped cream. The rich chestnut aroma that unfolds the moment you take a bite will create a truly luxurious dessert experience. It will be available from Wednesday, November 5, 2025, for 270 yen (tax included).
Koi Uma! Tiramisu Cake
For a sophisticated dessert, there’s the “Koi Uma! Tiramisu Cake.” This authentic tiramisu is made with a generous amount of mascarpone cheese from Hokkaido and finished with a coffee syrup brewed stronger than usual and a coffee-infused cream. It strikes an exquisite balance between the bittersweet notes of coffee and the creamy sweetness of the cheese, creating a refined flavor that can be enjoyed even by those who aren’t fond of overly sweet desserts. It arrives on Wednesday, November 5, 2025, for 270 yen (tax included).
The products introduced here will be available for a limited time, from November 5 to November 18, 2025, and will be sold exclusively at Lawson Store 100 locations throughout Japan. Please note that they will not be available at regular Lawson or Natural Lawson convenience stores. Additionally, availability may vary by store.
This is a chance to explore the world of “rich and delicious” flavors that a Japanese convenience store is seriously tackling. Why not take this opportunity to visit a Lawson Store 100 and experience the distinctively rich tastes of a Japanese autumn and winter?
“盛りすぎ”・“辛すぎ”に続く第3段 この秋冬は“濃い”が主役！ ローソンストア100『濃い旨っ！チャレンジ』開催決定！
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