FamilyMart socks have redefined Japanese convenience stores, become souvenirs for tourists

Forget KitKats, ramen or Pocky sticks – the latest must-have souvenirs from Japan are own-brand socks from FamilyMart, 7-Eleven and Lawson

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A pair of FamilyMart socks in its signature colours. Japanese convenience stores are becoming must-visit tourist spots for their fashion lines. Photo: Instagram/@t.sugi23

Published: 5:15pm, 5 Sep 2024

Convenience stores, often referred to as konbini in Japan and offering a wide range of foods, have increasingly become a must-visit for tourists – but the experience is now extending beyond snacks to fun with fashion.

Since it launched its Convenience Wear clothing brand in 2021, FamilyMart has seen its “Famima socks” explode in popularity, with Japanese celebrities like actor and singer Takuya Kimura spotted donning the green-and-blue-striped fashion wear.

Sales of its socks, now available in a variety of colours and styles, surpassed 20 million pairs by the end of May 2024, and revenue in the 2023-2024 financial year exceeded 10 billion yen (US$68 million), according to the company.

Takehiko Sugai, who oversees the Convenience Wear line-up at FamilyMart, said it was the Japanese konbini’s reputation around the world as trendy that inspired the design.

“Our corporate colours are perceived by international customers as very cool and sophisticated, even as fashion items. In fact, it’s common to see people wearing our socks in places like Paris,” said Sugai.

Actor and singer Takuya Kimura has been spotted wearing Family Mart’s green-and-blue-striped socks. Photo: Instagram/@style_of_the_people

As part of efforts to capture the growing inbound market, FamilyMart has worked with the organisers of Fuji Rock Festival to release exclusive products such as socks and sweat towels at the event.