Lawson, a major convenience store chain (konbini) operating throughout Japan, is set to host a large-scale event themed around its iconic brand color, “Lawson Blue.” Starting February 24, 2026, the “Blue Fair for Bringing Happiness” will feature a wide range of products—including snacks, sweets, cup noodles, and beverages—all transformed into a vibrant blue.
In Japan, the color blue is widely associated with happiness, much like the “Bluebird of Happiness.” This special fair will showcase unique items that embrace this theme. Here are 10 must-buy products and details on an exciting promotional campaign.
1. Lawson’s Biggest Hit Returns: “Blue Jagarico Seafood Flavor”
Calbee’s popular potato snack “Jagarico” brings back a legendary flavor that previously set sales records at Lawson.
- Release Date: Tuesday, February 24, 2026
- Price: 210 yen (approx. $1.40)
- Net Weight: 52g (1.83 oz)
The sticks are dyed a stunningly bright blue using pigment derived from the gardenia plant (kuchinashi). Despite the shocking visual impact, the flavor delivers the authentic, high-quality seafood umami that Japanese snacks are known for.
2. A First for Japan: “Blue Haribo Happy Anniversary”
The world-famous gummy brand HARIBO is releasing a flavor never before seen in Japan, exclusively at Lawson.
- Release Date: Tuesday, February 24, 2026
- Price: 214 yen (approx. $1.43)
- Net Weight: 70g (2.47 oz)
This specific shade of blue is achieved using spirulina (a type of algae) extract. This special “blue” was created by the global brand specifically for Lawson, making it a must-have for gummy enthusiasts and collectors.
3. Traditional Texture Meets Soda: “Blue Ramune Mochi Tirol Choco”
Tirol Choco, Japan’s iconic mini-chocolate brand, introduces a refreshing new treat.
- Release Date: Tuesday, February 24, 2026
- Price: 108 yen (approx. $0.72)
- Content: 5 pieces
This snack combines the flavor of “Ramune” (a classic Japanese lemon-lime soda) with a gummy center that mimics the traditional chewy texture of “Mochi” (rice cake). It is a unique Japanese confection perfect for a quick snack.
4. A Taste of Dairy History: “Super Cup 1.5x Blue Sea Creamy Seafood Ramen”
The popular “Super Cup” instant noodle brand is releasing an item that pays homage to Lawson’s heritage.
- Release Date: Tuesday, February 24, 2026
- Price: 328 yen (approx. $2.19)
- Note: Not available at Natural Lawson (health-oriented stores).
Lawson originally started as a milk plant in the United States. This creamy soup reflects that history, concentrated with the essence of three types of seafood. Rest assured, while the packaging is blue, the soup itself is a natural creamy color, allowing you to enjoy the rich seafood flavor comfortably.
5. Uniform-Inspired Design: “Blue Hi-Chew Soda Flavor”
HI-CHEW, the soft candy that has gained massive popularity in the U.S., appears in a special design inspired by the Lawson staff uniform.
- Release Date: Tuesday, February 24, 2026
- Price: 248 yen (approx. $1.65)
- Net Weight: 68g (2.40 oz)
The packaging features the iconic blue-and-white stripes of the Lawson uniform—a design sure to delight fans of Japanese culture. The candy itself pursues the highest level of “blueness” in the brand’s history, offering a refreshing soda flavor and a satisfyingly chewy texture.
6. A Surprising Visual Gap: “Fujiya Milky Blue Cola Flavor”
Milky, the national candy brand famous for the catchphrase “Taste of Mother’s Milk,” is breaking tradition with a bold new flavor.
- Release Date: Tuesday, February 24, 2026
- Price: 194 yen (approx. $1.29)
- Net Weight: 36g (1.27 oz)
Departing from its classic milk flavor, this version features a bright blue “Cola” flavor. This playful innovation from a long-established brand like Fujiya perfectly symbolizes the creative spirit of Japanese konbini culture.
7. Even the Noodles are Blue! “Blue Baby Star Ramen Snack (Savory Salt Flavor)”
The classic Japanese crunchy noodle snack, “Baby Star Ramen,” has also turned completely blue.
- Release Date: Tuesday, February 24, 2026
- Price: 160 yen (approx. $1.07)
- Net Weight: 65g (2.29 oz)
Not only is the mascot character “Hoshio-kun” wearing a blue outfit, but the noodles themselves are blue. The taste remains a reliable, simple savory salt flavor, so you can enjoy the surprising appearance with a familiar, delicious taste.
8. First-Ever Blue Cream: “Blue Noir Rich Milk Cream Cookies”
The Japanese cookie brand Noir has adopted blue cream for the first time in its history.
- Release Date: Tuesday, February 24, 2026
- Price: 194 yen (approx. $1.29)
- Content: 8 cookies
Rich milk-flavored blue cream is sandwiched between bitter black cocoa biscuits. This special edition balances visual beauty with the satisfaction of a premium dessert.
9. Social Media Sensation: “Blue Strawberry Milk”
The most eye-catching item in the chilled beverage section is this mysterious drink.
- Release Date: Tuesday, February 24, 2026
- Price: 258 yen (approx. $1.72)
- Volume: 340g (12.0 oz)
Its most striking feature is the conceptual subversion: “It’s strawberry milk, but it’s blue.” The mystical blue liquid visible through the transparent bottle is expected to become a hot topic on Japanese social media. Experience the surprising contrast between the color and the flavor for yourself.
10. For Choco-Mint Lovers: “Deep Blue Choco Mint Ice Bar”
A rich blue ice bar dedicated to Japan’s “Choco-Mint Party” (enthusiastic fans of the flavor).
- Release Date: Tuesday, February 24, 2026
- Price: 194 yen (approx. $1.29)
- Volume: 70ml (2.37 fl oz)
The deep blue color, created with spirulina pigment, enhances the cool, refreshing sensation of the mint. Enjoying a cold blue ice bar in a warm, heated room is a luxurious way to spend time during a Japanese winter.
Win a 50,000 Yen Gift Card! SNS Campaign
To celebrate the launch, a campaign is being held where you can win a QUO Card (a gift card usable across Japan) worth 50,000 yen.
To enter, follow the official Lawson X account and quote-repost the target post with the designated keyword (ローソンしあわせを呼ぶ青いフェア). One lucky winner will receive a 50,000 yen QUO Card.
- Period: Friday, February 20, 2026 – Thursday, February 26, 2026, 23:59 (JST)
- How to Enter: Follow the official account and quote-repost with the keyword.
Lawson’s “Blue Fair for Bringing Happiness” begins on February 24, 2026. Be sure to visit a store to check out these products that showcase the creativity and playfulness unique to Japanese convenience stores.
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