On Tuesday, December 23, 2025, the major Japanese Konbini chain Lawson will release a surprising new product, the ‘White Melonpan (with Shine Muscat Jam from Yamanashi Prefecture),’ exclusively in the Kanto-Koshinetsu area. The most significant feature of this product is its use of ‘Shine Muscat’ grapes, a premium variety incredibly popular in Japan, harvested from ‘Lawson Farm Yamanashi,’ a farm that Lawson itself operates.
While it’s a common sight in Japan for Konbini stores to develop their own original products, this initiative to engage in production right from the agricultural source is particularly noteworthy. This unique item will be available for 171 yen (including tax) at approximately 4,600 stores across Yamanashi, Ibaraki, Tochigi, Gunma, Saitama, Chiba, Tokyo, Kanagawa, Niigata, and Nagano prefectures (excluding ‘Natural Lawson’ and ‘Lawson Store 100’ locations).
A Refreshing Gem Hidden in Pure White Dough
The new ‘White Melonpan,’ as its name suggests, has a striking, pure-white appearance that overturns the traditional image of melonpan. Melonpan is a sweet bun popular in Japan, covered in a thin layer of crisp cookie dough, which typically features a browned, grid-patterned biscuit crust. However, this product is intentionally baked white to create an air of elegance and specialty.
But the true value of this bun is hidden inside. Sandwiched between the fluffy bread dough is a special jam made from Shine Muscat grapes carefully cultivated at Lawson Farm Yamanashi. Shine Muscat is a high-end fruit in Japan, often used as a gift, known for being seedless and easy to eat with the skin on, as well as for its rich aroma and high sugar content.
This jam is crafted to leverage the natural, moderate acidity and refreshing flavor of the Shine Muscat grapes. When combined with the crisp texture of the biscuit dough covering the outside of the bun, it provides a satisfying experience, almost like eating a dessert.
A Konbini in Agriculture? The Unique ‘Lawson Farm’ Initiative
For our international readers, the fact that a “Konbini is running a farm” might sound a bit strange. However, this is one of the unique initiatives being promoted by Lawson.
‘Lawson Farm’ is a network of agricultural corporations managed by Lawson, with 16 locations nationwide in Japan as of the end of November 2025. At these farms, various agricultural products suited to the local climate and soil are grown. At Lawson Farm Yamanashi, in addition to the Shine Muscat grapes, they also produce other fruits like Kyoho grapes and peaches.
The harvested produce is sold directly as fresh vegetables and fruits in some Lawson Group stores, and is also used as ingredients for salads, side dishes, and, as in this case, bakery items and sweets prepared in-store. This system allows Lawson to manage the entire process from production to sales, making it possible to offer customers high-quality, safe, and uniquely original products. This is a symbolic example of the evolution and depth of Japanese Konbini, which goes beyond simply stocking and selling goods.
Anticipation Builds for Farm-to-Table Hit Products
This isn’t the first time Lawson has created a buzz with products developed using fruit from Lawson Farms. In September 2025, they released sweets using grapes from Lawson Farm Yamanashi, followed by a bakery item in November using white peaches from the same farm. These became hit products, selling a cumulative total of approximately 200,000 units.
This success is proof that consumers associate the ‘Lawson Farm’ brand with quality and trust. The new ‘White Melonpan’ was developed against the backdrop of these successful experiences and has been met with high expectations even before its release.
Lawson has stated that it will continue to develop “delicious and exciting products” using ingredients from Lawson Farms nationwide in Japan. This movement of Japanese Konbini collaborating with local agriculture to create new value looks set to become even more active.
If you have the chance to visit the Kanto-Koshinetsu area, be sure to stop by a nearby Lawson and look for this special melonpan. It’s more than just a sweet bun; it promises to be a unique experience that lets you feel the incredible creativity of Japanese convenience stores and their connection to the local community.
Source (Japanese): <関東甲信越>ローソンファーム山梨産シャインマスカットを使用した“白いメロンパン”を発売
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