#Japan #Minato #FamilyMart #Convenience Wear #Hirotaka Ochiai

Convenience Wear Celebrates Its 5th Anniversary with Its First TV Commercial

FamilyMart, headquartered in Minato, Tokyo, has announced the airing of the first TV commercial for its original apparel brand, Convenience Wear, starting February 16, 2026. This initiative aligns with their ongoing commitment to their five key messages, particularly "Your Happiness."

Since its launch in 2021, Convenience Wear, developed in collaboration with renowned fashion designer Hirotaka Ochiai, has aimed to create a new cultural phenomenon by making quality clothing accessible through convenience stores. The brand's tagline, "Good Materials, Good Technology, Good Design," has resonated well with customers, leading to impressive sales growth, exceeding 130% each year and projecting around 20 billion yen in revenue for the fiscal year 2025.

In anticipation of their 5th anniversary in March 2026, the brand has decided to initiate various promotional activities, beginning with its debut commercial. Hirotaka Ochiai serves as the creative director and has gathered a team of industry-leading professionals, including director Yusuke Tanaka, stylist Michiko Kitamura, and globally recognized artist Yuki Chiba. The commercial showcases the brand's vision with over 100 cast members, highlighting the concept of quality clothing in visually captivating settings.

The Creative Vision of Hirotaka Ochiai

Hirotaka Ochiai expressed excitement for the upcoming commercial, stating, "This is a significant milestone for Convenience Wear, and it represents a new challenge for me as a creative director. I hope viewers feel a sense of warmth and joy through this piece."

The commercial features Chiba covering the famous song "Ue o Muite Arukou," also known internationally as "Sukiyaki." It was shot in diverse locations, from homes to beaches, showcasing a vibrant narrative that transcends age, gender, and nationality, mirroring the inclusive nature that Convenience Wear embodies.

CM Overview

• - Title: "The Tunnel of Convenience Wear"
• - Broadcast Start Date: February 16, 2026
• - Broadcast Region: Nationwide (with some exceptions)
• - Video Links:

- Commercial 30s
- Interview
- Making of the CM

Outside of Fashion

During an interview, Ochiai shared how he envisioned collaborating with Chiba for this project, indicating mutual respect and camaraderie. Chiba expressed gratitude, acknowledging that this opportunity would not have arisen without Ochiai’s support.

The song used in the commercial holds a special place in Chiba’s heart, as he often sings it during karaoke. He recalled feeling emotional during the recording, a testament to the song's impactful nature. Ochiai noted the joyful aura that Chiba exuded, which he believes will resonate well with audiences.

Future Aspirations for Convenience Wear

Looking towards the future, Ochiai shared a positive outlook for the brand. He emphasized that Convenience Wear is integral to daily life and expressed anticipation for the innovative ideas that will emerge from diverse consumer feedback. Ochiai concluded with, "We have many untapped possibilities, and I hope our brand continues to grow, offering more variations in the future."

In summing up the essence of the project, Ochiai articulated his desire for viewers to connect personally with the commercial. "There isn’t just one answer; I encourage everyone to feel their emotions freely and find their interpretations," he noted as he and Chiba shared light-hearted moments at the end of their interview.

About Hirotaka Ochiai

Hirotaka Ochiai, born in 1977 in Tokyo and a graduate of Bunka Gakuen, established Fashion brand "FACETASM" in 2007. He has received accolades such as the Daily Fashion Awards and has collaborated with global brands like NIKE and Coca-Cola. Celebrity encounters and significant fashion week presentations continue to solidify his reputation in the fashion industry.

FamilyMart remains committed to its mission, "With you and with convenient FamilyMart," striving to create valuable connections within communities and becoming an indispensable part of daily life.