FamilyMart Co., Ltd. (Headquarters: Minato-ku, Tokyo; President: Kensuke Hosomi) is running the "FamilyMart's White-Coated Strawberry Picking®" campaign at approximately 16,400 FamilyMart stores nationwide as part of their ongoing commitment to "More Delicious" and "Your Happiness" initiatives. The campaign features 16 types of desserts, breads, ice cream, snacks, drinks, and baked goods that bring out the maximum appeal of strawberries by coating them with white ingredients such as condensed milk, milk, cream, and white chocolate.
The company is pleased to announce that the campaign products have achieved cumulative sales of 3.24 million items in just one week since launch. Starting January 13th (Tuesday), a luxurious "Strawberry & Whipped Cream Sandwich" will be added to the lineup.
Additionally, messages of encouragement from Kotaro Yoshida and Rikako Yagi have been released for those working hard on their studies ahead of upcoming examinations.
*"Strawberry Picking" is a registered trademark of Ezaki Glico Co., Ltd.
**Sales figures represent cumulative sales of "FamilyMart's White-Coated Strawberry Picking®" campaign products from January 6, 2026 (Tuesday) to January 12, 2026 (Monday).
***Some products may have ended sales due to high demand.
3.24 Million Sales in One Week! New "Strawberry & Whipped Cream Sandwich" Launches January 13th (Tuesday)
"FamilyMart's White-Coated Strawberry Picking®" has achieved cumulative sales of 3.24 million items in just one week since its launch on January 6, 2026 (Tuesday). Among the 16 varieties, "Tsubutsubu Strawberry Milk Melon Bread" and "Crunchy Texture Strawberry Cookie Cream Puff" have shown particularly strong sales performance.
Starting January 13th (Tuesday), the "Strawberry & Whipped Cream Sandwich" will be released, featuring a simple combination of fluffy soft bread and strawberries.
Product Details
Product Name: Strawberry & Whipped Cream Sandwich
Price: ¥462 (¥498 including tax)
Release Date: January 13, 2026 (Tuesday)
Release Area: Nationwide
Description: A simple sandwich that lets you savor the flavor of strawberries.
*Limited quantity
January: A Time of Hard Work - Survey Shows "Eating Sweets" Tops List of Break and Refresh Methods
January is a time when many people face important challenges such as entrance examinations, career advancement, and preparations for new life stages.
In conjunction with the launch of "FamilyMart's White-Coated Strawberry Picking®," FamilyMart conducted a survey targeting 800 men and women aged 15 to 69 who have something they want to focus on in the new year, such as exam preparation or getting ready for a new life, regarding sweets they want to choose during breaks and their perceptions of white strawberry sweets.
When asked about break and refresh methods when concentration drops, "Eating sweets" (48.1%) tied for first place with "Drinking coffee or energy drinks."
Among those who answered "Eating sweets" (385 people) in the above question, when asked what they prioritize most when choosing sweets, "Taste/Flavor" was the highest (66.0%). This suggests that during limited break times, people prefer sweets with flavors and tastes that they know they will enjoy without fail.
Over 70% Express Interest in "White × Strawberry" - Strong Alignment with "FamilyMart's White-Coated Strawberry Picking®"
The survey also investigated perceptions and interest in strawberry-flavored sweets, in line with the newly released "FamilyMart's White-Coated Strawberry Picking®."
The appeal of strawberry-flavored sweets received votes for "Mood-brightening sweet and sour taste" (64.4%), "Gorgeous and luxurious appearance" (38.3%), and "Seasonal feeling/limited edition feel" (34.9%).
Furthermore, 82.6% of respondents feel happiness and satisfaction when eating strawberry-flavored sweets. This suggests that strawberry sweets are expected to bring positive emotions.
When asked, "If sweets that combine 'sweet and sour strawberries' with a 'white appearance' were released, how interested would you be?" 76.3% responded that they would be interested.
These results suggest that "FamilyMart's White-Coated Strawberry Picking®" is a campaign that responds to the high interest in "white × strawberry" and the psychological satisfaction people seek from strawberry sweets.
Survey Overview
- Survey Name: "Survey on Consciousness Regarding Sweets Chosen During Breaks and Perceptions of White Strawberry Sweets"
- Survey Period: November 21, 2025 (Friday) to November 23, 2025 (Sunday)
- Target: Men and women aged 15 to 69 nationwide who purchase sweets at least once a month and have "something they especially want to focus on" in the new year
- Survey Method: Online survey
- Sample Size: 800 respondents
- Research Agency: Rakuten Insight, Inc.
- Survey Organizer: FamilyMart Co., Ltd.
Exam Season Begins! Encouragement Messages from Kotaro Yoshida and Rikako Yagi Arrive for Hardworking Exam Takers
In connection with "White-Coated Strawberry Picking®," which is perfect for those facing important challenges such as the exam season, encouragement messages have arrived from Kotaro Yoshida and Rikako Yagi, who appeared in the commercial. Yoshida offered powerful words: "I think you're experiencing a mix of emotions: the tension and anticipation that comes only once in a lifetime, and the anxiety of wondering what will happen if you fail. But believe in yourself, trust that your efforts will be rewarded, and I truly pray that you will achieve success and victory." Yagi shared warm encouragement: "I think white is the color of new beginnings, so believe in yourself, everyone, and leave no regrets. The period of hard work you put in for exams will definitely become a positive experience in your life later on, so believe in yourself, everyone, and give it your all without regrets. I'm cheering for you."
We hope that exam takers can take a breather with strawberry sweets while keeping these messages close to their hearts as they give their best efforts.
Clear Rate Just 2%! "5-Second Strawberry Picking Challenge" Game Gets Massive Response with 130,000 Plays in 5 Days
The special game "5-Second Strawberry Picking Challenge" themed around "FamilyMart's Strawberry Picking®," which was released on January 8th (Thursday), has surpassed 130,000 plays in five days.
Despite the simple rule of finding and tapping the same strawberries as the sample, only 2% of challengers managed to clear the game by finding five strawberries within 5 seconds. The unexpectedly high difficulty has become a hot topic.
On social media, comments such as "This is way too hard lol" and "Anyone who can do this is a god!" refer to the difficulty level, and accounts posting score bragging and strategy guides have also been observed, receiving a significant response.
*Calculated based on total plays and clears from January 8 (Thursday) 8:00 AM to January 12 (Monday) 11:59 PM
Campaign Information
"5-Second Strawberry Picking Challenge" Campaign
Special Site URL: https://fm-sns.petitgift.com *Smartphone only
Campaign Prize: Strawberry Sweets Assortment BOX
Winners: 10 people
Campaign Period: January 8, 2026 (Thursday) 8:00 AM to January 19, 2026 (Monday) 11:59 PM
How to Enter: Follow FamilyMart's official X account (@famima_now), play the game, and press the "Apply on X" button that appears on the score screen to post the designated post.
*You can play the game and share the score screen as many times as you like during the period, but only one campaign entry will be valid.
Strawberry Day Follow & Repost Campaign - Win a Mochi-Textured Strawberry Crepe-Shaped Cushion!
Special Site URL: https://www.family.co.jp/campaign/spot/2601_ichigofes_cushion_xcp.html
Campaign Prize: Mochi-Textured Strawberry Crepe-Shaped Cushion
Winners: 2 people
Campaign Period: January 15, 2026 (Thursday) 8:00 AM to January 19, 2026 (Monday) 11:59 PM
How to Enter: Follow FamilyMart's official X account (@famima_now) and repost the campaign post.
Product Details
Desserts
Product Name: Mochi-Textured Cream Roll (with Strawberry Sauce)
Price: ¥352 (¥380 including tax)
Release Area: Nationwide
Description: A cream roll with a double filling of strawberry cream and strawberry sauce.
Product Name: Strawberry Montblanc (with Meringue)
Price: ¥301 (¥325 including tax)
Release Area: Nationwide
Description: A montblanc where you can enjoy the harmony of white chocolate cream and sweet-sour strawberries. The crispy texture of meringue is also a highlight.
Product Name: Crunchy Texture Strawberry Cookie Cream Puff
Price: ¥213 (¥230 including tax)
Release Area: Nationwide
Description: A crunchy-textured cookie cream puff filled with strawberry cream containing strawberry pulp and strawberry sauce.
Product Name: Mochi-Textured Strawberry Crepe
Price: ¥369 (¥398 including tax)
Release Area: Nationwide
Description: A crepe with mochi-textured crepe skin filled with fluffy milk mousse and topped with strawberries.
Product Name: Hattendo Cold White Cream Bread Fukuoka Amaou Strawberry
Price: ¥276 (¥298 including tax)
Release Area: Nationwide
Description: A cream bread with melt-in-your-mouth texture filled with strawberry jam made from Fukuoka Prefecture's Amaou strawberries and milk cream.
Baked Goods
Product Name: Strawberry Baumkuchen
Price: ¥204 (¥220 including tax)
Release Area: Nationwide
Description: A strawberry-flavored baumkuchen made with strawberry puree and strawberry powder, coated with white chocolate and topped with strawberry flakes.
Product Name: Strawberry Financier
Price: ¥186 (¥200 including tax)
Release Area: Nationwide
Description: A financier where you can enjoy the almond richness typical of financiers and the sweet-sour taste of strawberries. The sweet-sour dough taste matches well with the gentle sweetness of white chocolate.
Breads
Product Name: Tsubutsubu Strawberry Milk Melon Bread
Price: ¥165 (¥178 including tax)
Release Area: Nationwide
Description: A melon bread topped with white biscuit dough mixed with strawberry-flavored chocolate chips, filled with milk whipped cream containing strawberry pulp.
*Different specifications and prices in Okinawa Prefecture.
Product Name: Strawberry Milk Whipped Donut
Price: ¥156 (¥168 including tax)
Release Area: Nationwide
Description: Pink donut dough filled with milk whipped cream containing strawberry pulp, topped with white chocolate coating and two types of crunch.
*Different specifications and prices in Okinawa Prefecture.
Drinks
Product Name: Milk-Enjoying Strawberry Milk
Price: ¥292 (¥315 including tax)
Release Area: Nationwide
Description: Strawberry milk where you can enjoy chunky strawberry pulp and rich milk flavor.
Ice Cream
Product Name: Taberu Bokujou Strawberry
Price: ¥258 (¥278 including tax)
Release Area: Nationwide
Description: Strawberry ice cream topped with strawberry pulp sauce, combined with rich milk ice cream made with milk and fresh cream from Hokkaido.
Snacks
Product Name: Strawberry Chocolate White
Price: ¥350 (¥378 including tax)
Release Area: Nationwide
Description: Strawberry chocolate where you can enjoy the sourness of freeze-dried strawberries and the richness of white chocolate.
Product Name: White Strawberry's Gentle Sweet and Sour Caramel Corn
Price: ¥128 (¥138 including tax)
Release Area: Nationwide
Description: Caramel corn where you can enjoy the sweet, sour, and refreshing taste of white strawberries.
*Limited quantity
Product Name: Chocolate Marshmallow-Style Gummy Strawberry Flavor
Price: ¥232 (¥250 including tax)
Release Area: Nationwide
Description: Fluffy strawberry-flavored gummies with marshmallow-like texture, coated with gently sweet white chocolate.
*Limited quantity
Product Name: Shimikomi Chocolat Strawberry
Price: ¥323 (¥348 including tax)
Release Area: Nationwide
Description: Fruit chocolat where white chocolate melts from crispy-textured strawberries.
Sandwiches
Product Name: Strawberry & Whipped Cream Sandwich
Price: ¥462 (¥498 including tax)
Release Area: Nationwide
Description: A simple sandwich that lets you savor the flavor of strawberries.
*Limited quantity
*Images are for illustration purposes.
*Prices shown include 8% consumption tax for reduced tax rate eligible products.
*Product prices, release dates, and specifications may vary by region.
*Some products may not be available in certain regions and stores.
FamilyMart aims to be an indispensable place that goes beyond convenience, under the motto "You and, Conveniently, FamilyMart," by staying close to communities and connecting with each customer like family.
