Japan’s popular convenience store chain Lawson Store 100 offers a forbidden taste experience. On Wednesday, January 14, 2026, the “Addictive Challenge” fair begins—once you try it, you won’t be able to stop.
The star of this fair is the legendary “Devil’s Onigiri,” which made a major comeback in May 2025. Amid rising prices, consumers seek more than just cheapness in their meals. Lawson Store 100 planned this campaign to meet needs like “satisfaction beyond the price,” “a special flavor you crave again,” and “small daily pleasures.”
Flavors so delicious they feel almost sinful: garlic, mentsuyu (Japanese all-purpose seasoning), and mayonnaise. And irresistible textures like “chewy” and “crunchy.” Products featuring these characteristics will appear in stores nationwide for a limited time until Tuesday, January 27.
The Legendary Revival: “Devil’s Onigiri”
This fair isn’t just a new product launch event. It’s a true food festival, headlined by the return of the “Devil’s Onigiri” in response to fans’ passionate support, alongside a powerful lineup of products inheriting its “addictive” DNA.
Devil’s Onigiri
This is the star of the campaign.It launches on Wednesday, January 14, 2026. The price is ¥155 (tax included: ¥167). “Onigiri” is Japan’s soul food, made by hand-forming cooked rice. This product combines rice cooked in mentsuyu (a savory soy sauce-based seasoning used for noodles) with tempura batter bits (tenkasu), green onions, and green nori seaweed. One bite releases the savory umami of the broth and the rich depth of the tempura bits, overwhelming your senses and demanding another bite. No one can escape this devilishly tempting flavor.
Devil’s Pasta with Spicy Tomato Garlic Sauce
The devil’s temptation isn’t limited to rice balls. Also launching on Wednesday, January 14th, “Devil’s Pasta” is priced at ¥398 (¥430 including tax). It features an appetite-stimulating garlic aroma and the heat of chili peppers. The rich tomato sauce clings perfectly to the pasta, and once you start eating this, you won’t be able to stop.
Addictive Devil’s Yakisoba Bread
A devilish combination of carbs and carbs has been realized here. “Addictive Devil’s Yakisoba Bread” will be released on Wednesday, January 14th, priced at ¥125 (¥135 including tax). It features yakisoba (Japanese stir-fried noodles) sautéed in soy sauce and mentsuyu (noodle soup base) sandwiched between bread. Topped with tempura scraps, aosa seaweed, mentsuyu, and mayonnaise. Calories and guilt become meaningless in the face of this overwhelming deliciousness.
Addictive Yakisoba
This product was born in response to requests for “more of the Devil’s Onigiri flavor.” Release date: Wednesday, January 14, 2026. Price: ¥278 (¥300 including tax). Yakisoba noodles in mentsuyu sauce are topped with generous amounts of tempura scraps and aonori seaweed. The waves of savory aroma and umami will keep you reaching for more—guaranteed.
Garlic and Cheese: A Mesmerizing Collaboration
The world of addictive flavors isn’t just about the devil. Don’t miss our appetite-stimulating garlic-based menu items.
Garlic Omurice with Mentaiko Cheese Sauce
Garlic rice is wrapped in a soft omelet, topped with a creamy cheese sauce and spicy mentaiko (cod roe seasoned with chili pepper). This item will be released on Wednesday, January 14th, priced at ¥398 (¥430 including tax). The depth of garlic, the creaminess of cheese, and the saltiness of mentaiko combine to make you want to keep eating.
Garlic Toast Sandwich
This sandwich features ingredients layered between toast soaked in garlic butter. Inside, you’ll find white sauce mixed with mozzarella cheese, ham, sliced cheese, and fried garlic. The “Garlic Toast Sandwich” launches on Wednesday, January 14th, priced at ¥333 (¥360 including tax). Its simple yet carefully crafted composition creates a deeply memorable, aromatic masterpiece.
Addictive Bread & Sweets: Where Texture and Character Shine
It’s not just the flavor that’s addictive. Textures and unexpected combinations also captivate us.
My Beloved Pickled Ginger Bread
We’re so confident in this product we declare it “beloved.” Launching Wednesday, January 14th, priced at ¥130 (¥140 including tax), this bread pairs the sharp spiciness and tang of red pickled ginger with the mellow richness of mayonnaise. This exquisite combination has the power to charm not only red pickled ginger lovers, but even those who aren’t fans.
Chewy Brown Sugar Steamed Bread
This steamed bread features a surprisingly “chewy” texture. Launching Wednesday, January 14th, “Chewy Brown Sugar Steamed Bread” is priced at ¥118 (¥127 including tax). The moment it hits your mouth, you’ll feel its unique elasticity. The gentle sweetness of brown sugar (unrefined sugar) spreads with each chew, leaving a simple yet lingering flavor.
Crunchy Danish
While the buttery Danish pastry dough is appealing on its own, the real charm of this product lies in the coarse sugar topping on its surface. True to its name, the “crunchy” texture provides a wonderful accent. The “Crunchy Danish” goes on sale Wednesday, January 14th, priced at ¥118 (¥127 including tax).
Chiffon Cake for Eating with Whipped Cream (Chiffon Cake for Eating with Whipped Cream)
The final challenge in the “Addictive Challenge” series is a sweet temptation. Fluffy chiffon cake is generously topped with whipped cream like snow. This product launches on Wednesday, January 14th, priced at ¥258 (¥279 including tax). It’s a dessert that fulfills cream lovers’ dreams, truly a “chiffon cake made for eating whipped cream.”
The Addiction Challenge Has Only Just Begun
This “Addiction Challenge” doesn’t just fill your stomach; it brings the excitement and joy of “wanting to eat it again” into your daily life. From the legendary “Devil’s Onigiri” to uniquely flavored breads and sweets, you’re sure to find something that captivates you.
If you’re staying in Japan, try any intriguing items at your nearest Lawson Store 100. But if you get hooked on the taste, do so at your own risk.
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