Japan Souvenir Socks: FamilyMart & Lawson Craze

In Japan, casual clothing with a comfortable and free atmosphere dominates the clothing market. Wearing convenience store socks has a similar energy to wearing a Supreme t-shirt or Bape hoodie. However, convenience store socks are different in that they are a product in a price range that makes it much easier to buy on impulse.

The popularity of line socks began during the coronavirus pandemic, when Japan restricted movement between countries. Those who paid attention to these socks at the time were foreigners living in Japan. Mikan Mandarin, J-fashion designer and founder of ‘Vina of the Valley’, also joined this trend, even though it was far from the cute style she usually pursued.

He said, “I think the appeal was that anyone could wear it,” and “It was nice to be able to feel a small sense of community in a situation where the world was closed.”

Line socks were introduced on the Internet by local bloggers and quickly rose to the top of the list of ‘things to buy in Japan’. Megan and Ben (aka ‘Hitobito’), an American vlogger couple working in Japan, also made the popularity of these socks a hot topic. They described purchasing Family Mart socks as a ‘rite of passage’ for most foreigners living in Japan, and even posted a video on social media showing them completing an entire outfit using only items purchased at Family Mart.

They said, “Just as people carry blue IKEA shopping bags like handbags, convenience store socks have also acquired their own symbolism.” “At convenience stores with a wide assortment of products, you can see various designs at a glance.”

Once Japan’s borders reopened in October 2022, visitor numbers quickly surpassed pre-pandemic levels. Convenience stores in Japan have long been a place for travelers to buy small souvenirs. Convenience store socks, like chopsticks, cotton, yukata, and plain products, had all the characteristics of Japanese souvenirs: inexpensive and everyday design.

Thanks to these conditions, convenience store socks have become another popular souvenir in Japan, where travelers flock to shopping spots such as Don Quijote and Bic Camera. Socks, in particular, were attractive in that one could own an icon symbolizing modern Japan at a relatively low price.

Reginald Hakijimana, founder of Enclose African Safaris, also bought several pairs of socks for himself and his friends during his trip to Japan.

He said, “The socks sold at Family Mart and Lawson remind me of Japan’s unique cultural elements,” and “They are a souvenir that condenses Japan’s warmth, meticulousness, and creativity.” “These socks are not only a product produced in Japan, but also an everyday item that can be easily found at convenience stores. They are small, light, cheap, and practical, and they remind me of my visit to Japan.”

As popularity grew, it was natural for line socks to be released in various versions one after another. Anyone who likes seasonal snacks will be well aware of how quickly Family Mart replaces limited-edition products. The same logic applied to socks.

Currently, Family Mart is introducing socks of different colors and lengths each season. Limited editions in collaboration with pop culture items such as ‘Stranger Things’, ‘The Simpsons’, and ‘Fuji Rock Festival’ will also be released. Japanese professional baseball teams Hiroshima Carp, Yomiuri Giants, and Fukuoka Softbank Hawks also participated in the launch of line socks that can only be purchased in certain regions.

Kaori Iori, public relations manager at Family Mart, said, “Line Socks collaborations are mainly focused on either ‘global brands’ or ‘local communities.’ These partnerships attract a lot of attention and serve as an opportunity to attract new users to convenience store fashion.”

Convenience store socks are a practical item among Japanese consumers. They are mainly purchased when you can’t bring extra socks or when a limited edition collaboration product is released. Nevertheless, cumulative sales of Family Mart socks exceeded 30 million pairs and gained fans around the world. Yuna Takeuchi, who grew up in England and has a deep love for Japanese language and culture, is one of them. He says that when he first visited Japan, he was reminded of the Japanese culture he had encountered in England through convenience store socks.

He said, “Convenience store socks capture the essence of Japanese design, practicality and elegance, in one product.” “So I buy a bundle every season and give it to friends who are interested in Japanese culture.”

As convenience store clothing expands collaboration in various ways, convenience store socks are expected to continue to stimulate the purchasing desire of travelers. What travelers look for is souvenirs that allow them to preserve the sense of life in the places they visit and small moments during their travels. So wouldn’t a simple pair of socks be the best souvenir to satisfy this desire?