Fashion mammoth, musician and entrepreneur Nigo (real name Tomoaki Nagao), known for being the mastermind behind the Bape hoodies, has taken on the role of creative director of FamilyMart. He’s set to put a spin on the beloved kombini (convenience store in Japanese) chain, which boasts over 16,000 in Japan and another 8,000 in parts of Asia. This includes marketing campaigns, collaborative projects, the creative direction of next-gen stores and strategic product development.
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The appointment signals yet another change in the business of convenience stores, which has been constantly evolving, transforming from pit stops for snacks and essentials into lifestyle destinations offering high-quality restaurant-grade meals. This shift reflects changing consumer preferences and lifestyles, particularly in East Asian markets where these stores have redefined convenience.
Here, we’ll take a look at the evolution pathway.
The Japanese standard-bearer: 7-Eleven
With 21,618 shops across the archipelago, Japan’s 7-Eleven stands as a prime example of premium convenience food development. Their food laboratory in Chiba Prefecture employs over 200 food scientists and culinary experts who work exclusively on creating and improving ready-to-eat meals.
Their signature onigiri (rice balls) undergoes 20 different quality checks before reaching store shelves, while their sandwiches feature bread baked fresh daily using carefully selected ingredients.
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7-Eleven Japan also offers premium bento boxes, priced 20 to 30 per cent higher than standard offerings and often feature ingredients like Wagyu beef, fresh-caught seafood and seasonal vegetables.
South Korea’s competitive edge: GS25 and CU
South Korean convenience stores have emerged as formidable players in the premium meal sector. In following the trend of high-quality convenience store lunch boxes, GS25 launched a premium line that features collaborations with actress Kim Hye-ja and food company Paldo to offer restaurant-quality meals. Despite relatively higher prices, they sold well.
Additionally, GS25 also introduced its premium bakery brand BREADIQUE in 2021, which was launched with four signature products made with 1A-grade milk and grade 1 flour. Two years after the brand’s debut, it surpassed 50 million cumulative sales.
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CU, which was formed after FamilyMart’s franchise license in South Korea expired, has positioned itself as a lifestyle destination through its premium food line. In May 2020, the chain launched Wando Abalone Gamtae Gimbap, the most expensive gimbap (seaweed rice rolls) in the 30-year history of convenience stores. With a price tag of KRW8,900, it’s more than four times the price of an average gimbap, which is averagely priced at KRW2,000 at convenience stores.
Their success stems from maintaining restaurant-quality standards while offering convenience store accessibility.
Success stories and notable examples
Low-calorie premium bento with plant-based ingredients (Photo: Instagram/@naturallawsonjp)
The creation of premium convenience store meals is no walk in the park as it involves extensive research and development ranging from market research and consumer insights to analysis of dining trends and restaurant menus, to strict quality control measures involving regular taste tests and quality assessments and improved atmosphere packaging technology for extended freshness.
Lawson (Japan)
Their premium “Natural Lawson” sub-brand, located in business districts of large cities to cater to the working crowd, focuses on organic and health-conscious meals. Their best-selling Premium Roll Sandwich series uses bread from award-winning bakeries and features ingredients like imported prosciutto and organic vegetables, while some of their low-calorie bento boxes use plant-based ingredients.
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7-Eleven Premium (Taiwan)
7-Eleven’s private brand, Seven Premium, offers premium products—developed using methods from 7-Eleven Japan—in Taiwan. The chain’s premium rice boxes featuring Taiwanese beef noodles and braised pork achieved cult status, with some locations selling out within hours of restocking. Additionally, some 7-Eleven Taiwan stores even own bars and pub counters where you can drink a freshly drafted pint of Sapporo beer from Japan or have a glass of wine.
FamilyMart (Japan)
Their “Famimaru KITCHEN PREMIUM” line includes premium sandwiches (soft bread stuffed with fresh fillings), premium coffee made with 100 per cent premium roasted Arabica beans, premium extra creamy soft serve ice cream and premium odeng (fishcakes) tom yam paste that can be used to make odeng soup or steamboat.
These concepts demonstrate how convenience stores have elevated their offerings through careful development, quality control and consumer understanding. As market demands continue to evolve, we can expect further advances in the dynamic convenience store sector.
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