Convenience stores, often referred to as konbini in Japan and offering a wide range of foods, have increasingly become a must-visit for tourists – but the experience is now extending beyond snacks to fun with fashion.

Sales of its socks, now available in a variety of colours and styles, surpassed 20 million pairs by the end of May 2024, and revenue in the 2023-2024 financial year exceeded 10 billion yen (US$68 million), according to the company.

Takehiko Sugai, who oversees the Convenience Wear line-up at FamilyMart, said it was the Japanese konbini’s reputation around the world as trendy that inspired the design.

“Our corporate colours are perceived by international customers as very cool and sophisticated, even as fashion items. In fact, it’s common to see people wearing our socks in places like Paris,” said Sugai.