FamilyMart Launches New Mystery Flavor Famichiki for Summer 2026

FamilyMart is celebrating its upcoming 45th anniversary with one of its most unusual food launches yet, introducing a brand-new mystery flavor that customers are encouraged to identify for themselves.

The convenience store chain will release three limited-edition products featuring the secret “Famima Flavor,” marking the first time in the company’s history that it has launched a flavor without revealing exactly what it is.

FamilyMart was founded in 1981 and has grown into one of Japan’s largest convenience store chains, with thousands of locations nationwide offering everything from hot foods and snacks to groceries and everyday essentials.

Created as part of the company’s “Most Delicious” initiative and developed alongside FamilyMart Creative Director NIGO® through the Next FamilyMart Project, the new flavor has been designed to keep changing as you eat, encouraging customers to guess its identity right through to the final bite.

Rather than centering on a single taste, the mystery seasoning delivers three distinct flavor stages, beginning with a sharp, aromatic kick, said to taste like yuzu and pepper, followed by a mellow middle layer reminiscent of mayonnaise before finishing with a mystery sweet and savory note, inspired by a well-known Japanese flavor, that FamilyMart is keeping a closely guarded secret.

FamilyMart says the recipe underwent more than 111 prototypes before the final version was approved, with particular attention paid to making every bite feel slightly different from the last.

The Famichiki (Famima Flavor), priced at ¥258 (approx. $1.75 USD / £1.30 GBP), gives both the crispy coating and juicy chicken different seasonings, allowing the taste to evolve from the first bite through to the aftertaste while still retaining the signature qualities that have made Famichiki one of the chain’s most popular hot foods.

The Famima Flavor Potato Chips, priced at ¥180 (approx. $1.20 USD / £0.90 GBP), combine the mystery seasoning with crispy potato chips, creating a layered flavor profile that blends naturally with the potato’s own taste while highlighting all three stages of the secret seasoning.

The Famima Flavor Rice Snack, priced at ¥172 (approx. $1.15 USD / £0.85 GBP), pairs the same mystery flavor with a light, airy rice snack, allowing the natural sweetness of the rice to complement the changing seasoning and create a completely different tasting experience from the potato chips and chicken.

Although all three products share the same secret flavor concept, FamilyMart says each has been individually developed to suit its own ingredients, encouraging customers to compare them while trying to work out the hidden recipe.

Actress Rikako Yagi was among the first to sample the new Famichiki during filming for the campaign and said she was surprised by how different it tasted from the original version, describing it as having a refined Japanese-style aroma while still delivering the bold, satisfying flavor fans expect from Famichiki.

She added that the mystery flavor reminded her of food served at an upscale restaurant while still maintaining the indulgent appeal of FamilyMart’s famous fried chicken, and encouraged customers to enjoy guessing the ingredients as they eat.

The limited-edition Famima Flavor range will be available at approximately 16,400 FamilyMart stores across Japan from July 14, 2026, while supplies last.