FamilyMart (operated by FamilyMart Co., Ltd.) will celebrate its 40th anniversary in September 2021. To encourage customers to visit FamilyMart stores, the Japanese convenience chain has created a list of "40 Good Things!" it intends to do this year, one for each year of its establishment.

One of these things is coming up later this month. In conjunction with Tokyo Rainbow Pride Pride Week, which will be held Saturday, April 24th and 25th, 2021, FamilyMart stores across Japan will start selling a limited number of FamiChiki friend chicken in rainbow-colored bags, as a message of support for sexual diversity and members of the LGBTQ community.

This is their usual Famichiki packaging:

And here is the special rainbow packaging:

The bags will be available in limited quantities at approximately 16,600 FamilyMart stores nationwide.

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Background of the initiative

Since 2019, FamilyMart has been deepening their understanding of the LGBTQ community through various activities and developing a work environment that accepts the diversity of their employees.

To coincide with Pride Week, which will be held from April 24th to May 5th, FamilyMart will design a limited number of bags of their flagship product, Famichiki, using rainbow colors. This is intended to be an expression of their commitment to expanding the circle of allies who understand and support the LGBTQ community and to creating a society in which all people can be themselves. The rainbow Famichiki bags will be available in limited quantities.

To see more information about this initiative, see their website here.

In November 2020, FamilyMart received the highest rating of "Gold" in the PRIDE Index 2020, an index of LGBT-related initiatives. For more information, see their website here.