While the world talks about inflation and “shrinkflation” (reducing content size while keeping the price), a unique Japanese convenience store has stood up. “Lawson Store 100,” known as a “100-yen shop” style convenience store (Konbini) that also handles fresh food, will start the “Huge Serving Challenge (Deca-mori Challenge)” from Wednesday, January 28, 2026. This is a strong antithesis to the current economic situation.
In this event, to grant the wish of “wanting to save money but eat to the full,” a total of 31 extra-large items will appear. The pricing is so reasonable it makes one worry about their management. We will introduce the details of this project, which symbolizes Japan’s “Contrarian” spirit, in schedule order over four weeks.
Part 1: A Wave of Fried Foods and Sweets (Jan 28 – Feb 3)
Fried Chicken & Large Deep-fried Horse Mackerel Bento
“Bento,” representing Japanese lunch culture, appears with surprising volume. The “Fried Chicken & Large Deep-fried Horse Mackerel Bento” will be released on Wednesday, January 28, 2026. The price is 538 yen including tax. The main dish is a sized-up “Aji-fry (Deep-fried Horse Mackerel).” Its size, protruding from the container, is visually overwhelming. Furthermore, fried chicken is included in the set, providing enough satisfaction to make you run out of rice. It is the perfect choice for afternoon work energy.
Brown Sugar Bread
“Brown Sugar Bread,” perfect for Japanese breakfast or snacks, will also be released on Wednesday, January 28. The price is 138 yen including tax. Bread using “Kokuto (Brown Sugar),” familiar in places like Okinawa, features a unique deep richness and sweetness. This bread is covered with plenty of icing (sugar coating). Not only is it large, but you can also enjoy the delicate taste of Japanese bread-making technology. It goes excellently with black coffee or tea.
Double Teriyaki Burger
The “Double Teriyaki Burger,” where you can enjoy “Teriyaki,” a taste originating in Japan and loved worldwide, also appears on January 28. The price is 171 yen including tax. As the name suggests, two hamburger patties are sandwiched inside. The scent of the sweet and savory teriyaki sauce stimulates the appetite, and the flavor of the meat spreads with one bite. Achieving this volume in a convenience store hamburger for a price range of just over 1 dollar (about 170 yen) is a wonderful corporate effort.
Raisin Cream Sandwich
The “Raisin Cream Sandwich,” the star of teatime, goes on sale Wednesday, January 28, for 171 yen including tax. A large cookie with a crispy texture boldly sandwiches cream containing raisins. The sweetness of the cream and the acidity of the raisins create an exquisite balance, allowing you to eat it to the end without getting tired of it, despite its large size. If you have this treat during a work break, it will surely heal your fatigue.
Part 2: The Violence of Ingredients, Again (Feb 4 – Feb 10)
Bomb Rice Ball (Fried Chicken Mayo)
The featured item of Part 2 is the “Bomb Rice Ball (Fried Chicken Mayo),” released on Wednesday, February 4, 2026. The price is 200 yen including tax. “Onigiri (Rice Ball)” is Japanese soul food, but this product differs from the norm. As the product name “Bakudan (Bomb)” implies, it features a gigantic size. The filling uses sized-up fried chicken, adding richness with mayonnaise. It offers the satisfaction of a set meal that can be eaten with one hand, making it ideal for lunch on busy days.
Triple Tartar Hamburger Sandwich
Standing out in the sandwich corner is the “Triple Tartar Hamburger Sandwich.” Released on Wednesday, February 4, the price is 278 yen including tax. To a standard hamburger sandwich, another set has been added to make it “Triple.” It combines tartar sauce and tomato sauce, flavors loved by everyone from children to adults. The balance where the ingredients assert themselves more than the bread is the real thrill of the Huge Serving Challenge.
Corn Mayo & Tuna Mayo Bread
The royal road of Japanese savory bread (Sozai Pan), “Corn Mayo & Tuna Mayo,” will be released on Wednesday, February 4. The price is a cheap 135 yen including tax. The sweetness and texture of corn mayonnaise, and the umami of Japanese-style tuna mayonnaise. This is a greedy item topping one bread with these two popular ingredients. It is full of volume, so it is also perfect as a snack for growing children.
Cream Purun Pudding with Caramel Jelly
Don’t miss the desserts. “Cream Purun Pudding with Caramel Jelly” goes on sale Wednesday, February 4, for 214 yen including tax. Smooth custard pudding is combined with whipped cream and caramel jelly. It is not just a “big pudding,” but a rich dessert where you can enjoy different textures and tastes every time you put your spoon in. It is a sweet that is faithful to the desire to fill your stomach with something sweet.
Part 3: A Feast of Increase and Gigantic Size (Feb 11 – Feb 17)
Plenty Juicy Ham Sandwich
The beginning of Part 3 is the “Plenty Juicy Ham Sandwich.” Released on Wednesday, February 11, 2026, the price is 298 yen including tax. The amount of ham has been increased to about 1.5 times the conventional amount. The layers of ham visible in the cross-section are a masterpiece. The texture of the cucumber and the stimulation of the mustard mayonnaise enhance the umami of the plentiful ham. Because it is a simple ham sandwich, it challenges the volume game where no deception is possible.
Custard Danish
For danish lovers, the “Custard Danish” is recommended. Released on Wednesday, February 11, the price is 149 yen including tax. The danish dough wrapping custard cream overlaps in many layers, allowing you to enjoy a crispy texture. Worthy of special mention is its size. The size that seems to overflow from the plate elevates your mood just by looking at it. Please spend an elegant and dynamic teatime with warm tea.
Double Fish Burger
For those who prefer fish dishes, the “Double Fish Burger” is optimal. Released on Wednesday, February 11, the price is 181 yen including tax. Two fried white fish fillets are sandwiched and finished with plenty of tartar sauce. The compatibility of the crispy batter, the plain white fish, and the rich sauce is outstanding. You can easily purchase at a convenience store a luxurious specification rarely seen even in fast-food restaurants.
Huge Serving Strawberry Crepe
The king of sweets, the crepe, has also become gigantic. The “Huge Serving Strawberry Crepe” goes on sale Wednesday, February 11, for 192 yen including tax. In addition to plenty of strawberry cream, it wraps strawberry sauce with fruit pulp and even sponge cake. It can now be called a “cake eaten by hand.” The sweet and sour strawberry sauce tightens the whole and highlights the sweetness of the cream.
Part 4: The Tower of Meat and Sweets Decorating the Finale (Feb 18 – Feb 24)
Large Chicken Steak Bento (Honey Mustard)
The protagonist of the final week, Part 4, is the “Large Chicken Steak Bento (Honey Mustard).” Released on Wednesday, February 18, 2026, the price is 538 yen including tax. A sized-up chicken steak sits in the center, covered with honey mustard sauce. The sweetness, acidity, and flavor of the mustard melt with the chicken fat, making the rice go down very well. It is a powerful bento that completely satisfies the desire to eat meat.
Chocolat Boule
From the bread corner, “Chocolat Boule” appears. Released on Wednesday, February 18, the price is 149 yen including tax. It is a chocolate-flavored Boule bread (a type of round French bread), but its feature is that it is “light but huge.” Because it has a fluffy texture, it can be eaten easily contrary to its apparent size. The scent of chocolate spreads throughout your mouth, making it suitable for both breakfast and snacks.
Huge Pudding
Pursuing simplicity, the “Huge Pudding” goes on sale Wednesday, February 18, priced at 214 yen including tax. The slightly firm egg pudding that has been loved in Japan for a long time has been made into a big size as it is. It is not the recently trendy “melting texture,” but a retro pudding with a solid texture. The bitterness of the caramel sauce enhances the flavor of the egg.
Huge Mitarashi Dango
Finally introduced is the traditional Japanese sweet “Wagashi.” “Huge Mitarashi Dango” goes on sale Wednesday, February 18, for a surprising 108 yen including tax. In this era of inflation, realizing this sense of weight for about 100 yen (excluding tax) is miraculous. Heavy rice flour dumplings are covered with plenty of sweet and savory soy sauce glaze (Mitarashi sauce). The chewy texture and the umami of the sauce are truly Japanese soul food.
Commitment to “Satisfaction” Worth More Than Numbers
This “Huge Serving Challenge” contains a message beyond simply “increasing the amount.” While increasing ingredients and size is directly linked to costs, Lawson Store 100 dared to realize it at a low price range. One can feel the strong will of the company in this.
Please pay particular attention to the substantial lineup of daily foods such as bread and rice balls (Onigiri). You can see the attitude of staying close to consumers: “We want you to eat your fill without worrying about the price for at least your daily meals.” Now that we tend to endure various things due to high prices, the message that they will not compromise on food satisfaction is conveyed through these products.
Secure Items of Interest at the Store
This “Huge Serving Challenge” is a 4-week limited-time event. Popular items are expected to sell out early. In particular, items with strong impact such as the Aji-fry Bento in Part 1 and the Mitarashi Dango in Part 4 will likely have high competition. If you have the opportunity to visit Japan, please visit Lawson Store 100 and experience Japan’s “Deca-mori” culture. Both your stomach and heart should be satisfied.
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