Featured Collaborations
©NobekoLAWSON (mainland China) × AZUKISAN
In spring 2026, the popular character ”AZUKISAN” held a large-scale collaboration campaign titled “Delicious Convenience Store” at Lawson stores across China. In addition to a rollout covering more than 7,000 stores nationwide, 11 large themed stores designed to reflect the world of the original work were also opened. Across more than 2,850 stores in the Jiangsu–Zhejiang–Shanghai region, original boxed meals, light meals, beverages, and other products featuring limited-edition illustrations were widely sold.
On the marketing side, a digital stamp rally was introduced, along with a participatory program that allowed customers to redeem a collaboration pet face comb based on points earned through purchases. Limited claw-machine prizes, purchase bonuses, and social media tie-in promotions also performed well and generated a strong response from local fans. This project became a representative case demonstrating the IP’s high potential for real-world rollout and its strong commercial value in major retail channels.