In the cutthroat convenience store world, standing out isn’t optional—it’s survival. One strategy is currently winning: the themed store
Lawson, the Japanese #3 player (behind 7-Eleven and FamilyMart) is leaning hard into this in lovely Hiroshima
The signature Lawson blue is gone, replaced by the team’s signature red.
Let’s discover it 🪄
The brand has transformed 2 locations into hubs that mirror the team’s identity:
– At the base of the stadium
– On the main path from the station to stadium
The transformation starts at the curb. Japanese perfectionism is also on full display here, as even the concrete parking blocks are painted in that color
On the storefront, a large banner featuring the team mascot announces: “Official Goods Now on Sale!!” and “Go for it!! Hiroshima Toyo Carp.”
Welcome to the Hiroshima Toyo Carp world
The experience already starts with very nice Gashapon machines outside of the store
Inside, the immersion is immediate. Lawson makes a radical move here: this isn’t just a makeover; it’s a restructuring of its store DNA. They’ve scrapped the traditional first aisle of daily essentials and MUJI products. In its place? A Carp fan zone.
We’re talking a true fandom paradise packed with official gear, fun gadgets, and even cute plush toys featuring stars like Hello Kitty and Pokémon (Perfectly fitting, since Magikarp is the ultimate Pokémon symbol of a carp’s strength!)
The branding follows you through every square inch of the store, supporting the team with “Go! Hiroshima Toyo Carp!!” and “Let’s go Carp!!”. It also drives sales with “Official merchandise now on sale!!”. One banner even promotes where to buy tickets online
Yet, beyond the red banners, the store remains a powerhouse Japanese convenience store. You’ll still find the standard ready-to-eat meals, snacks, the lawson products
You’ll also find themed Carp drinks tucked among the shelves for fans to discover
The final detail waits at the checkout. Near the registers, you’ll find player autographs and authentic memorabilia
This is a perfect example of what we love at Wizarno: retailtainment
Retail doesn’t always need to rely on price wars. It can be about creativity and ideas that connect emotionally with the local community. We’ve seen this work with themed stores in Taiwan and Coles Local in Australia.
The mission is clear: build a store people want to visit, not just one they have to use. Any store near a stadium can do this – Imagine a 7 Eleven Yankees
Discover these two unique locations in the video below
Stadium one
Address: Lawson Hiroshima Minami-Kaniya 2-chome
2 Chome-4-11 Minamikaniya, Minami Ward, Hiroshima, 732-0803, Japan
Google Map Link
Station one
Address: Lawson Hiroshima Higashi-kojinmachi
1-3 Higashikojinmachi, Minami Ward, Hiroshima, 732-0805, Japan
Google Map Link
Thank you very much for your interest in these stores
We really hope you enjoyed this post and videos, and that it inspires you
Please feel free to share any feedback in the comments
Have a wonderful time 😁
Thank you
The WizArno Team
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