FamilyMart & NIGO: From Convenience to Culture
FamilyMart is taking konbini to the next level
ALFAMART! INDOMARET!
What just popped up in your mind? You might just pictured a quick stop for water or coffee, or a late-night snacks (Context for the Non-Indonesian, Alfamart is one of biggest convenience store chain here.) But in Japan, convenience stores—known as konbini—are much more than that. They are places where community, design, and everyday life come together.
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In Japan, convenience stores do more than serve food or drinks—they become part of everyday life. While the Japanese economy overall is estimated to have grown by 1.8% in 2023, konbini revenues rose by 4%.
Not only for locals, convenience store has also been a tourism sensation. From having a wide variety of everyday supplies, 24 hours operational, to a shift what recently have been a phenomenon, tourist buying clothes and merch from convenience store like FamilyMart.
Complementing this shift, recently FamilyMart decided to bring on NIGO as its Creative Director.
Why FamilyMart’s Move Matters
Operating since 1978, FamilyMart operates more than 16,000 stores in Japan, and more than 8,000 overseas. As a heritage brand, FamilyMart’s decision to bring in NIGO is a bold step. It shows they’re ready to adapt to the growing customers' needs.
Quoting from Hypebeast, FamilyMart director and President Kensuke Hosomi comments, “This partnership with NIGO, who is attracting attention from around the world for his diverse creative activities, is a great pleasure for FamilyMart, which advocates ‘a convenience store that takes on challenges!’ We will deepen Japan’s unique sense and esprit together with NIGO, and aim to become a convenience store that is loved by customers all over the world like a family, by realizing ‘combined with you’ in the daily lives of the future.”
What NIGO Brings to FamilyMart
From Music Producer, Artistic Director to Brand Owner
NIGO is a well-known designer who made his mark in the culture through music and streetwear. From the visual branding, collaborative projects, and strategic product categories, to the creative direction of next-gen stores, NIGO is expected to shape FamilyMart into a more engaging and inspiring brand.
NIGO comments, “As Japan continues to garner global attention, convenience stores (konbini) best embody Japan’s unique lifestyle and culture. FamilyMart respects creativity and continuously challenges itself to pursue innovation. It is a great honor to announce our partnership with FamilyMart on February 5, 2025. Together, I hope to bring joy to the daily lives of people in Japan and across the globe.” (WWD)
Looking back at NIGO's previous work, it would be fascinating to see him bringing that same energy to FamilyMart. It's safe to expect unique product lines, stylish store layouts, and creative promotions that reflect local trends and culture. This isn’t just a marketing move—it’s a sign that FamilyMart is ready to evolve.
Trendsetter?
FamilyMart’s example might even inspire other brands around the world to rethink the role of convenience stores. For now, we can look forward to not only a shopping experience but a lifestyle center.
