FamilyMart, one of Japan's leading convenience store chains, is set to launch its much-anticipated 'Omusubi Two-Blade Flow' series on March 4, 2025. This new introduction, focusing on rice balls, has been made in collaboration with the renowned Major League Baseball star Shohei Ohtani, who has been named the 'Omusubi Ambassador' for FamilyMart. This unique partnership is expected to draw significant attention as fans are eager to see how Ohtani’s love for omusubi translates to the store's offerings.
Ohtani, who has been fond of omusubi since his childhood, expressed his excitement, stating, "Omusubi has always been my motivation since I was young. I was surprised by the taste of the rice and nori at FamilyMart when I shot the commercial. I want to keep improving alongside FamilyMart's omusubi." His fondness for omusubi creates strong brand resonance, especially among younger customers who share similar taste preferences.
The upcoming campaign from FamilyMart highlights two main products within the release: the new 'Bongo Supervising Omusubi' and the tried-and-true 'Large Omusubi.' The 'Bongo Supervising Omusubi', aimed at combining rich flavors of ingredients like meat and egg, showcases the innovative approach FamilyMart is taking to contemporary Japanese cuisine. On the other hand, the 'Large Omusubi', which delivers one and a half times the volume of standard rice balls, caters to consumers' desires for more filling options. Since its launch, this larger variety has sold over 26 million units, proving its popularity.
During the announcement event held on February 27, 2025, FamilyMart's executives, including CEO Kensuke Hosomi and CMO Hikaru Adachi, shared insights on the two-blade flow design optimized for rice balls. Adachi highlighted the attention to detail and the emphasis on quality ingredients: "Our goal is to create omusubi options with substantial flavors and improved textures, meeting the expectations of our discerning customers. The collaboration with Ohtani aligns perfectly with our brand philosophy, enabling us to reach even wider audiences."
The significant launch is complemented by the release of the new CM (commercial), which showcases Ohtani’s infectious enthusiasm for omusubi. Media reports reveal humorous behind-the-scenes stories, including Ohtani's challenge of balancing filming and tasting 19 omusubi during recording. The nature of this light-hearted content aims to draw additional attention and create buzz around the product.
FamilyMart is adapting its marketing strategy by leveraging the rise of ‘merihari’ consumer behavior—where individuals decide what to spend lavishly on without scrimping. This is evidenced by their commitment to providing not just food options but quality experiences for consumers. The company aims to cater to customers aged 20 to 40, asserting their desire for good quality food at home increased post-COVID-19.
By introducing unique flavor combinations and tapping Ohtani's popularity, FamilyMart hopes to establish itself firmly within the competitive market of rice balls. "With this new line, we strive to become the go-to place for omusubi, making each customer’s experience enjoyable and memorable," Hosomi stated during the event, reinforcing their brand's mission.
The excitement around Ohtani not only enriches the campaign narrative but also draws upon his sports achievements to reinforce the quality and reliability of FamilyMart’s offerings. The brand's deepest favorable reactions express the perfect blend of traditions with improved, contemporary flavor preferences, surely setting the stage for anticipated success with the Omusubi Two-Blade Flow launches.
This dual approach of merging traditional Japanese food with modern marketing methods demonstrates FamilyMart's ability to adapt and thrive within Japan's ever-evolving food culture. The endorsement of Ohtani as the Omusubi ambassador is expected to resonate deeply with the core demographic, encouraging more consumers to explore FamilyMart’s range of offerings, embracing the delightful simplicity of omusubi.