The Dawn of Hypebeast Konbini Culture

family mart nigo creative director — © FamilyMart

For years, FamilyMart has been the unsung hero of Japan’s urban sprawl, quietly fueling night owls, overworked salarymen, and tourists with its impossibly consistent fried chicken and eerily spotless aisles. But now, in a move that nobody saw coming yet somehow makes perfect sense, FamilyMart has officially tapped streetwear legend NIGO as its new Creative Director. Yes, that NIGO—the mastermind behind A Bathing Ape, Human Made, and the current helmsman of Kenzo. The man who turned a simple hoodie into a status symbol is now bringing his magic touch to your late-night snack run.

If the idea of a convenience store needing a creative director sounds absurd, you haven’t been paying attention. Konbini culture isn’t just about bentos and Boss Coffee anymore—it’s an aesthetic and a lifestyle. And who better to reimagine that experience than the man who single-handedly defined Japanese street fashion for the past three decades?

Rebranding the Everyday

According to FamilyMart president Kensuke Hosomi, this partnership isn’t just about slapping a logo on a canned coffee and calling it a day. NIGO will be overseeing the chain’s visual branding, strategic product lines, marketing direction, and even the design of next-generation stores. Imagine stepping into a FamilyMart where the neon glow feels just a little more intentional, the uniforms have that unmistakable NIGO touch, and the onigiri wrappers look like they belong in a MoMA exhibit.

"Convenience stores are the heart of Japan’s daily life," NIGO commented in his statement. "They represent our culture in a way few other things do. FamilyMart respects creativity and innovation, and I’m excited to explore how we can elevate that experience for everyone."

The first wave of NIGO-infused FamilyMart collaborations is set to drop in spring 2026, and if history has taught us anything, it’s that anything with his fingerprints on it will sell out instantly. Expect limited-edition releases, hyped-up snack crossovers, and—let’s be real—probably a collaborative collection with Pharrell somewhere down the line.

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Konbini Couture?

The question now isn’t whether FamilyMart can pull off a streetwear renaissance—it’s how deep this transformation will go. Will we see collectible capsule toys tucked between the steamed buns? Will your chicken katsu sando come with an NFT? Could we be on the verge of FamilyMart hoodies becoming the next grailed item on StockX?

One thing’s for sure: the next time you walk into a FamilyMart for a bottle of Pocari Sweat and a quick Wi-Fi fix, you might just be stepping into the future of retail. And if anyone can make grabbing a tuna mayo onigiri feel like an event, it’s NIGO.

Text by Gill Princen