#Japan #Tokyo #FamilyMart #Bongo #Onigiri

FamilyMart's Innovative Onigiri Launch

FamilyMart, one of Japan's leading convenience store chains, is set to elevate the experience of rice balls or 'Onigiri' with their latest offerings. Beginning November 18, 2025, two new series—'Gochimusubi' and 'Jikuwakimusubi'—will be available in approximately 16,400 locations nationwide, incorporating their proprietary 'Fluffy Umami Method.' This method adopts cutting-edge technology that enhances the taste and texture, bringing rice balls into a new realm of flavor.

What is the 'Fluffy Umami Method'?

Incorporated based on successful trials at Bongo, a renowned rice ball specialty shop located in Tokyo’s Toshima ward, the 'Fluffy Umami Method' uses a specialized molding technique to introduce air between the grains. This allows for a fluffy texture when the rice balls are formed, while creating an indent to hold ingredients securely. As a result, customers can expect a rice ball experience that is not only delicious but also exceptional in texture. This new technique is expected to instill an elevated sense of satisfaction with every bite.

New Products to Look Forward To

The new 'Gochimusubi' series designed by Bongo will feature two enticing flavors: ‘Gochimusubi with Salmon Roe and Autumn Salmon’ priced at 297 JPY (320 JPY including tax), and ‘Gochimusubi with Beef Soboro and Egg Yolk Sauce’ for 255 JPY (275 JPY including tax). The former, which represents Bongo's most popular combination, includes premium akasu ikura (salmon roe) sourced under sustainable fishing practices from Alaska, paired with autumn salmon meat. The latter boasts black-haired wagyu beef which enhances the umami flavor, bringing it to the forefront of the onigiri's evolution.

Enhanced Classic Options

Not only will FamilyMart introduce new rice ball varieties, but they will also improve existing classic flavors. The staple 'Jikuwakimusubi' series will see five of its products revamped, focusing on texture and flavor upgrades. New formulations will be available for 'Grilled Salmon,' 'Seasoned Tuna Mayonnaise,' 'Mentaiko Mayonnaise,' and 'Three-Flavor Chicken,' sure to delight fans of traditional onigiri.

Sustainability Initiatives

In addition to these delicious developments, FamilyMart continues its commitment to sustainability with its 'Famima Eco Vision 2050' initiative. The company has set targets to reduce CO2 emissions, tackle plastic waste, and minimize food loss. Through various efforts, the introduction of thinner film for wrapping some onigiri will contribute to an estimated reduction of about 40 tons of petroleum-based plastic annually.

Campain Launching with the Products

To promote these new products, FamilyMart will launch an exciting campaign coinciding with the release. Starting from the launch date, customers can join a social media event by using the hashtag #新次元へ, and participate in giveaways including a fluffy bedding set. Moreover, there will be a discount coupon available for customers purchasing onigiri during this promotional period, further enhancing the appeal of trying these new delicious rice balls.

FamilyMart is continually focused on bridging the connection with its customers while enhancing the convenience and deliciousness of their offerings. Through these new rice balls, along with their sustainability measures, FamilyMart represents a future of convenience that values both taste and environmental responsibility. So mark your calendars for November 18, 2025, and get ready to taste the next dimension of rice balls at your nearest FamilyMart!