#Japan #Tokyo #FamilyMart #Bongo #Shin Omusubi

FamilyMart Unveils the Shin Omusubi

On August 26, 2025, FamilyMart will launch its latest onigiri line, titled Shin Omusubi, which will feature exquisite rice balls crafted through partnerships with esteemed establishments such as Bongo and Kakiya. This initiative aligns with the company’s commitment to enhancing taste and customer satisfaction under its slogan: “deliciousness and happiness for you.”

The upcoming launch includes two evolved rice balls from the popular Bongo, a specialty onigiri store based in Tokyo. Following a successful release in March 2025, the Shin Omusubi will now introduce two new variants known for their generous fillings and an increased size that echoes Bongo’s reputation for quality.

Bongo’s Signature Evolved Onigiri

Bongo’s newest offerings, the Shin Onigiri Salmon Mayonnaise with Fresh Cod Roe (priced at 276 yen including tax) features a delightful combination of salmon with a hint of yuzu pepper, perfect for those craving a refreshing flavor. Furthermore, the Shin Onigiri Meat Soboro with Egg Yolk Sauce (priced at 297 yen including tax) will satisfy meat lovers with its rich texture and tastes that appeal to a broader audience.

Yumiko Ukon, the proprietor of Bongo, maintains that their previous collaboration with FamilyMart resonated massively with customers. She stated, “We believe in passing down onigiri culture to the next generation,” emphasizing shared values, including food education through workshops and community events.

Kakiya’s New Luxurious Onigiri

Founded in 1871, Kakiya will also introduce two new onigiri creations. Featuring Gyu-Suki (beef) onigiri, this dish is crafted using premium Wagyu beef delicately simmered in a traditional secret sauce, merging flavors that hearken back to Kakiya's culinary origins. It will retail at 258 yen. Moreover, the Shrimp Mayonnaise Onigiri will bring a taste of Kakiya’s famous dining experiences, priced at 239 yen, allowing customers to enjoy gourmet flavors conveniently.

Executive Officer Eiji Iwase of Kakiya expressed gratitude for the opportunity to bring their expertise to onigiri. The recent launch of Kakiya’s Ehomaki received critical acclaim, further solidifying their partnership with FamilyMart as they look forward to expanding their customer base.

Exciting Releases and Campaigns

Besides the two signature lines from Bongo and Kakiya, FamilyMart is also revamping several classic varieties of onigiri, including the Large Seaweed and Tuna Mayonnaise Onigiri, which features a new ingredient blend promising enhanced flavors and textures.

In conjunction with this launch, FamilyMart plans to run a three-week promotional campaign offering different incentives, including a giveaway of premium Matsusaka beef to celebrate the debut of the Shin Omusubi.

Ohtani Campaign

Moreover, fans of baseball star Shohei Ohtani can rejoice as the ongoing Ohtani Famima Onigiri Discount campaign continues, where customers benefit from discounts based on his game performances. This unique promotion keeps fans engaged and encourages them to enjoy onigiri while cheering on their favorite player.

Conclusion

FamilyMart’s initiatives exemplify its commitment to offering customers quality products that align deliciousness with cultural heritage. With this new line of Shin Omusubi, the convenience store giant not only caters to current tastes but also preserves the traditional onigiri experience in a modern format.

Stay tuned for the launch on August 26, 2025, and experience an extraordinary twist on a classic staple that promises to please your taste buds!