Rainbow color limited edition products will be launched in Family mart again this year.

FamilyMart Corporation (Headquarters: Minato-ku, Tokyo; President and CEO: Kensuke Hosomi) will release “Short Socks Rainbow” priced at 390 yen (including tax: 429 yen) and “Imabari Towel Handkerchief Rainbow” priced at 546 yen (including tax: 600 yen), both featuring rainbow-colored designs symbolizing diversity and LGBTQ, as part of its ongoing commitment to the key concept of “Making You Happy” from April 16th, 2024 (Tuesday) at approximately 16,300 FamilyMart stores nationwide. Additionally, a portion of the sales will be donated to the certified NPO ReBit, which supports the LGBTQ community.

Furthermore, this year, the company will once again offer limited quantities of hot snack bags (hereinafter referred to as “Famichiki bags”) in rainbow colors, starting from April 19th, 2024 (Friday).

This year marks the introduction of the “Short Socks Rainbow” in its fourth year.
FamilyMart has been expanding the circle of ALLY (ally) supporters of LGBTQ and advocating for a society where everyone can thrive as themselves. The company has taken various steps, including allowing membership applications for de facto marriages and same-sex partners, collaborating with other companies, and endorsing the legalization of same-sex marriage, to promote understanding of diverse sexual orientations.

Since 2021, FamilyMart has been implementing its “Rainbow Action” in conjunction with the annual “Tokyo Rainbow Pride” in April and pride events held across the country. This year marks the fourth year of this initiative. We have received numerous voices from customers who have picked up our rainbow items, expressing that they have had conversations about gender equality and diversity and deepened their understanding.

This year, following the release of the “Imabari Towel Handkerchief Rainbow” last year, we are launching a new product, the “Short Socks Rainbow,” featuring rainbow colors symbolizing diversity and LGBTQ.

The short socks are designed with reinforced yarn at the toes and heels for durability, and they feature an odor-resistant antibacterial treatment. The Imabari towel handkerchief is designed with high water absorption, maintaining the quality of Imabari towels. Both products are meticulously balanced with a pitch width of rainbow colors (6 colors) and white.

Furthermore, this year, a portion of the sales of “Short Socks Rainbow” and “Imabari Towel Handkerchief Rainbow” will be donated to the specified nonprofit organization ReBit, which will be utilized for educational campaigns in schools and efforts to create a society where LGBTQ individuals can grow up as they are.

Source: Family Mart Press release  April 12th 2024