Family Mart 4EVA
A love letter to the bestest konbini. Rusty's Electric Dreams :: (Big in Japan)
Konnichiwa, it’s Rusty, I went to Japan in January and, believe it or not, I'm still aching to write about Japan. So, I will be sharing my observations on their quirky, cool, and kawaii culture as a gaijin (essentially a "gringo") in (Big in Japan), a sub-Substack of my main inbox zine, Rusty’s Electric Dreams. (Don’t worry, that’s not going anywhere.)
Dear FamilyMart,
Everyone talks about how great the 7-Elevens are in Japan. But I know who the greatest konbini is. Yes, it’s you, dear FamilyMart.
I didn’t know that when I booked my trip to Japan, a destination over 5,000 miles from home, that I’d end up spending so much time poring over every little thing in a convenience store.
Was it your perfectly soft, not-too-sweet fruit/whipped cream sandos? Yes, but that’s only part of the story.
It was the catchy door chime**. The way your strawberry-stuffed mochi balls whispered, just one more bite. The tiny pancake stacks infused with “maple and margarine.” The little sit-on-your-mug coffee pockets. The ice cream novelties, especially that one you put in a toaster oven for 30 seconds. The little pouches of savory microwaveable sides that made our homes away from home feel more homey.
SJ was far more adventurous than me. Her favorites included your vitamin gel squeeze pouches (“future food,” she says), soft-boiled eggs with glaze on top, and the surprisingly good milk tea protein drinks.
Not shown: lots of snack-sized protein hits and loads of pickled veggies.
But it wasn’t just your food. It was your Convenience Wear. Your stationery (still mourning that I never found the washi tape). Your elusive, worth-the-hunt Lucky Bags.
You were always there for us. Early mornings. Late nights. All the snacky moments in between.
I came for a cultural adventure. I stayed because I fell in love (with your snacks).
With deep appreciation despite the language barrier,
—Rusty Blazenhoff
P.S. I’ll be back as soon as humanly possible. Don’t you worry.
This takes me back
**Behold, “Melody Chime No. 1 – Daiseikyou.” (IG)
Have you read Convenience Store Woman by Sayaka Murata? If not, I think you will love it.