FamilyMart is fighting food waste with adorable, tear-eyed products

Sometimes, all it takes is a little emotion to change the way we shop. FamilyMart’s now-famous “namidame” (tear-eyed) stickers appear on rice balls, lunch boxes, and other foods that are approaching their sell-by date—each sticker features an adorable, teary-eyed character with this message: “Please help me.”

This is part of FamilyMart’s wider efforts to reduce food waste while making sustainability more personal. The stickers not only showcase discounts but also invite shoppers to “save” food before it is thrown away. This idea turns what was once a practical option into something heartwarming.

Pictures provided by FamilyMart

Japan falls in love with the ‘Namidamame’ effect

A small test in 2024 has become a national success story. Since their introduction in Japan earlier this year, stores using these stickers have seen a huge increase in purchases of discounted food.

Even more encouraging is the change in attitudes. Some shoppers said they used to feel embarrassed about buying discounted food but now see it as a way to do good. “I’ll do it if it helps,” one customer told FamilyMart.

A small shift in mindset makes a huge difference. The company estimates that if these stickers were used in all FamilyMart stores, it could help reduce approximately 3,000 tons of food waste each year. In Tokyo, participating stores have reduced waste by about 5%.

Free for all: share a tear, save food

Now, FamilyMart is taking it a step further. This month, the company is making all of its naminame sticker designs free to download from its website Official Sustainability Website.

The lineup includes four new characters: a piece of bread, a piece of meat, a fish, and a slice of strawberry cake, all in a panicked, teary-eyed state. Cafes, bakeries, small shops and even local authorities are encouraged to use them to help reduce waste in the community.

With open design, FamilyMart hopes to spread the message beyond its stores: saving food doesn’t have to be boring or guilt-ridden—it can be something cute, sentimental, and surprisingly effective.

After all, who can say no to a little rice ball crying for help?

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Updated on October 28, 2025