Exciting Sweets Await: FamilyMart's New Cream Puff Campaign Unleashed!

FamilyMart, a popular convenience store chain in Japan based in Minato, Tokyo, is celebrating its upcoming 45th anniversary in September 2026. To mark this special occasion, the company is launching a delightful campaign highlighting cream puffs, featuring two beloved flavors and introducing two brand new textures. The campaign, titled “絶品シュークリーム大集合” (Exquisite Cream Puff Gathering), will kick off on Tuesday, May 12, 2026, across approximately 16,400 FamilyMart locations throughout Japan.

Campaign Highlights

The campaign boasts a lively collection of four cream puff options:
1. クリームたっぷり！ダブルシュー (Double Cream) - Packed with rich cream and silky custard.
2. バニラたっぷり！濃厚カスタードシュー (Vanilla Custard) - Featuring Madagascar vanilla beans.
3. ザクほろシュー (Choco Cream) - A new cookie-style cream puff with a crunchy texture and smooth chocolate filling.
4. もちむにシュー (Milk Cream) - A light and fluffy milk cream-filled delight.

The new TV commercial featuring actors Yoshida Kōtarō and Yagi Rikako will also air starting May 12. Dressed in elegant royal costumes, they engage in a humorous contest over the delicious cream puffs, leading viewers on a deliciously fun journey.

Featured in the New CM

The commercial begins with the majestic Yoshida Kōtarō, donning a large cream puff crown, and Yagi Rikako, dressed as a princess. As they gaze out from the castle terrace, Yoshida peers through a telescope to see a magnificent lineup of cream puffs before them. In one hilarious scene, Yoshida, in pure bliss, holds the popular “Double Cream Puff,” while Yagi enjoys the new “Choco Cream Puff.” The playful banter escalates as they square off, questioning, “Which one do you prefer?”—before ultimately exclaiming in unison, “Both!”

This whimsical exchange captures the essence of the campaign and the delectable products at its heart.

Insights and Behind-the-Scenes Fun

During the commercial shoot, both Yoshida and Yagi brought charm and laughter to the set. The actors shared their personal favorites and spoke openly about their experiences with the cream puffs. Yoshida declared his long-standing love for the “Double Cream Puff,” while he praised the new “Choco Cream Puff” for its delightful texture and balanced flavor. Yagi agreed on her fondness for the classic but was equally impressed by the new offerings.

Yagi also shared her green-thumb fascination, expressing her desire to gather a variety of indoor plants at home and commented on the joy they bring.

When asked about personal habits, Yagi confessed her quirky nighttime routine of tying her hair up before sleeping to protect it, while Yoshida amusingly admitted to singing while walking, avoiding being overheard by passersby.

The Future of FamilyMart

FamilyMart’s commitment to delighting customers is reflected in their slogan, “いちばんチャレンジ” (The Number One Challenge), which embodies their goal to constantly improve and innovate. As they navigate through the company’s 45th year, FamilyMart stands firm on delivering exceptional experiences and quality. With products tailored to satisfy even the most discerning of sweet cravings, customers can look forward to enjoying fine confectioneries well into the future.

The introduction of the new cream puffs highlights the company's dedication to providing innovative products while ensuring satisfaction. FamilyMart promises to continue being a beloved fixture in communities, bringing smiles to families and individuals alike.

Conclusion

As excitement grows for the release of the new cream puffs, fans of FamilyMart will certainly be looking forward to indulging in these sweet treats starting on May 12, 2026. Stay tuned for more updates and don't miss out on the delightful adventure awaiting you at your nearest FamilyMart!