ABOUT
Brand Owner Session
The Powerful Impact of a Single Label
Solving Social Challenges Through the Hidden Function of Labels: Communicating Through Design
Deputy Manager, Marketing Division, Sustainability Promotion Department
FamilyMart Co., Ltd.
After joining Circle K Japan Co., Ltd. in 1997, he built extensive experience in human resources, employee training, franchise operations, and recruitment. Since 2019, he has been engaged in sustainability initiatives at FamilyMart. He was appointed Deputy General Manager of the Sustainability Promotion Department in 2023 and assumed his current position in 2025.
Today, he oversees the planning and implementation of sustainability initiatives, including food waste reduction and environmentally responsible programs. A key focus of his work is reducing food loss in ready-to-eat meal categories, where he has developed highly effective initiatives that combine store operations with consumer communication.
In 2021, FamilyMart introduced the “Famima Eco Discount” program, which utilizes barcode-enabled discount labels on products approaching their expiration date, such as rice balls and lunch boxes. The initiative has since expanded to more than 90% of FamilyMart stores nationwide and has become one of the company’s flagship food waste reduction programs.
He also led the development of the widely recognized “Tearful Eyes Sticker,” a communication-driven label featuring an appealing character design and the message “Please help me.” By transforming a simple discount label into an emotional communication tool, the initiative increased purchase rates by five percentage points compared with conventional labels during pilot testing in 2024 and was rolled out nationwide in March 2025.
From April to September 2025, these efforts contributed to a 5% year-on-year reduction in food waste from prepared foods. FamilyMart’s approach demonstrates how printed labels can serve not only as information carriers but also as powerful communication media that connect with consumers and inspire behavioral change. The initiative has attracted significant attention as a new model for addressing food loss through effective design and consumer engagement.