How Lawson's Anime Collaborations are Transforming Convenience Stores in China

Lawson's Expansion in Inland China

Japanese convenience store group Lawson is making waves in inland China by leveraging brand collaborations and innovative marketing strategies. The focus on small-format stores has proven effective in attracting customers.

Engaging Fans with Anime

Customers are particularly drawn to anime-themed goods, with many expressing interest in products related to the beloved series One Piece. One young customer in Chengdu eagerly mentioned, "I'm looking to buy One Piece and giant panda collab products," highlighting the trend of merging popular culture with retail offerings.

Customers are eager for items produced in collaboration with popular anime One Piece at a Lawson in China's Sichuan province. (Photo by Shunsuke Tabeta)