Foreign tourists visiting Japan are buying FamilyMart’s “Convenience Wear” socks in large quantities as distinctive souvenirs [1].

The trend highlights a shift in tourism consumption, where affordable, everyday retail items from convenience stores are replacing traditional gift shop merchandise. This movement reflects a growing interest in the unique aspects of Japanese daily life and functional design.

Visitors are particularly drawn to the blue-green striped “line socks” available at stores across the country, including high-traffic areas like Tokyo’s Asakusa district [1]. These items are praised for being colorful, durable, and inexpensive [1].

“I bought them because I needed them and I liked the design,” said a 20-year-old Spanish male tourist [1]. He said that the combination of white, blue, and green is beautiful and the price is low [1].

FamilyMart launched the “Convenience Wear” brand approximately five years ago, around 2021 [2]. While originally designed for the domestic market, the line has gained unexpected international traction, with some overseas media outlets featuring the products [1].

Takehiko Sugai, head of FamilyMart’s Lifestyle Division, said that more people are now visiting stores specifically to purchase these products [1]. He said that he recently witnessed foreign customers buying the socks in bulk, suggesting the brand's appeal is expanding beyond Japan [1].

The popularity of the apparel is not limited to tourists. A 60-year-old Japanese employee said the socks are colorful, durable, and easy to wear [1]. He said that he has purchased more than 20 pairs [1].

By positioning these items in accessible convenience store locations, FamilyMart has turned a basic necessity into a cultural export, one that appeals to the modern traveler's preference for authenticity and value [1].

“Foreign visitors are buying the convenience store's "Convenience Wear" socks in bulk.”

The rise of 'convenience store tourism' suggests that international visitors are increasingly seeking 'lifestyle' souvenirs that represent the efficiency and aesthetic of Japanese urban living. By transforming a low-cost utility item into a collectible, FamilyMart is capitalizing on the 'everyday Japan' trend, shifting the souvenir market from luxury goods toward accessible, functional retail.