Yahoo Lifestyle Nigo is Out to Make Japanese Convenience Stores Even Cooler
AT YOUR CONVENIENCE: Nigo keeps putting his fingers in new pies – or shall we say steamed buns and soufflé pudding?
The Japanese designer behind Human Made and the creative director of Kenzo has signed on as creative director of FamilyMart, a chain of convenience stores in Japan prized for its boneless fried chicken, egg sandwiches, magazines, beauty products, basic clothing items like socks and underwear, and ATMs for international visitors.
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According to Nigo, convenience stores – known as konbini in Japan – “best embody Japan’s unique lifestyle and culture.”
In a statement, he lauded FamilyMart’s respect for creativity and a reputation for challenging itself “to pursue innovation.”
“Together, I hope to bring joy to the daily lives of people in Japan and across the globe,” he added.
Operating since 1978, FamilyMart operates more than 16,000 stores in Japan, and more than 8,000 overseas.
FamilyMart said Nigo would help envision “next-generation stores and strategic product categories” in addition to supervising marketing campaigns and in-store digital signage. His impact should be felt starting in spring 2026.
According to FamilyMart, convenience stores must cater to “changing social trends and customer needs. Their functions have garnered strong recognition from customers globally as a world-class Japanese industry segment and example of its culture for their high quality, safety, reliability, cleanliness, and other features.”
Kensuke Hosomi, president of FamilyMart, noted that Nigo “attracts global attention for his diverse creative activities.”
“Together with Nigo, we will strengthen Japan’s unique sense and spirit,” he said.
According to FamilyMart’s website, its most popular products include milk in cartons, panda-shaped cookies and rice balls topped with tuna mayonnaise and a slab of Spam.
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