In June 2025, Japan’s beloved convenience store chain Lawson launched its boldest promotional campaign yet: the “Morisugi Challenge,” a four-week extravaganza marking its 50th anniversary. For this milestone, Lawson introduced 41 oversized versions of its most popular items—from thick-cut katsu sandwiches to whipped cream-laden roll cakes—each enlarged by approximately 50% in volume, but offered at the original price. This marketing masterstroke blends nostalgia, spectacle, and economic savvy, capturing the imagination of a nation obsessed with both value and visuals. With hashtags like #ローソン盛りすぎチャレンジ trending across Japanese social platforms, the campaign taps into contemporary consumer desires in a way that few others have managed. But beneath the surface of the viral snack images and user-generated content lies a complex story about pricing psychology, social media influence, and the shifting expectations of food consumers in 2025.
Trend Snapshot / Factbox
| Aspect | Details |
|---|---|
| Trend name and brief definition | Morisugi (“excessive serving”) – a campaign by Lawson offering oversized convenience foods at regular prices |
| Main ingredients or key components | Katsu sandwiches, onigiri, whipped cream desserts, pasta bowls, fried items |
| Current distribution (where can you find this trend now?) | Lawson convenience stores across Japan, select limited-time products |
| Well-known restaurants or products currently embodying this trend | Lawson Morisugi Series (2023–2025 editions) |
| Relevant hashtags and social media presence | #盛りすぎチャレンジ, #ローソン, #MorisugiChallenge (Twitter, Instagram, TikTok) |
| Target demographics (who mainly consumes this trend?) | Young professionals, students, commuters, families, social media users |
| “Wow factor” or special feature of the trend | 50% increase in portion size without price change; photo-worthy presentation |
| Trend phase (emerging, peak, declining) | Peak (as of mid-2025) |
A Challenge Sized for the Times
The “Morisugi Challenge” didn’t start as a landmark campaign. Lawson began experimenting with upsized product lines in early 2023, offering a modest selection of oversized snacks with striking visual appeal. But the 2025 edition redefined the concept: with 41 distinct products rolled out simultaneously over four weeks, the initiative became the most ambitious volume-boosting promo in Lawson’s history. Triggered by its 50th anniversary, the campaign reflects a blend of celebratory branding and data-driven consumer targeting.
Japan’s post-pandemic economic climate—characterized by rising food costs and inflation-wary shoppers—has made consumers more sensitive to perceived value. In this context, the notion of “50% more for the same price” isn’t just a gimmick; it’s a proposition loaded with psychological appeal. Lawson has masterfully aligned this sense of added value with national sentiment, delivering a campaign that feels both generous and savvy.
From Shelf to Social Feed
One reason for the Morisugi Challenge’s viral reach lies in its aesthetic engineering. Each item is designed to be photogenic: multilayered sandwiches bursting at the seams, creamy desserts piled high with whipped toppings, and rice balls stuffed to comical proportions. In-store signage actively encourages consumers to share their finds, with stickers reading “SNS投稿歓迎” (Posting on social media encouraged) placed strategically near displays.
The results speak for themselves. Instagram and TikTok are filled with short-form videos featuring consumers unwrapping and dissecting the inflated portions. Influencers and casual users alike are contributing to the trend, creating a feedback loop where visibility drives desirability. Lawson’s official accounts regularly amplify user content, effectively turning customers into co-creators of the brand narrative.
Bigger Portions, Bigger Message
Beyond its celebratory facade, the Morisugi campaign taps into deeper consumer desires. In an age where food prices climb steadily and portions often shrink, getting visibly “more for less” feels revolutionary. The campaign builds on the psychology of value: customers are not just buying lunch, they are engaging in a perceived act of economic resistance.
Convenience stores (konbini) are cultural fixtures in Japan, particularly for urban workers, students, and busy families. The Morisugi promotion, therefore, doesn’t just offer novelty—it strengthens everyday rituals with a temporary upgrade. This strategy mirrors trends seen in other global markets, where brands like Taco Bell or Burger King periodically launch XXL meals to stimulate buzz and create feelings of abundance amid scarcity.
Size Matters: East vs. West
While Japan’s Morisugi trend relies on aesthetics, surprise, and shareability, U.S.-based food chains like Taco Bell and Burger King have long leaned into supersized meals as statements of indulgence. These Western XXL promotions often emphasize caloric power and bold flavors, whereas Morisugi items focus more on visual delight and subtle abundance. Both strategies, however, speak to a common consumer instinct: the craving for more.
Who’s Biting?
Lawson’s campaign has clearly resonated with its intended audience. The typical Morisugi shopper is digitally native, deal-conscious, and likely commuting or multitasking. Social media posts show a wide demographic: young couples posing with their finds, office workers unboxing giant egg sandwiches, and students enthusiastically reviewing desserts on YouTube.
In marketing analyses shared via note.com and hpplus.jp, Lawson reports modest but measurable increases in foot traffic and product sell-through rates during Morisugi launches. Engagement isn’t limited to Gen Z or influencers. Parents, homemakers, and older workers also participate—many drawn by the campaign’s promise of a better deal during tough economic times.
The Backlash Beneath the Buzz
Not everyone is pleased. The most pointed criticism targets product availability. On several platforms, users complain that Morisugi items sell out within minutes of store opening, leading some to accuse Lawson of bait advertising (おとり広告). These frustrated voices highlight a key risk of scarcity marketing: when hype overshoots supply, it breeds disillusionment.
Commentators on Chinablogs and Mimi-Money.com describe the campaign as a “frustrating lottery,” noting how social expectations are heightened by viral content only to be disappointed in-store. Others argue that Lawson should focus on lowering everyday prices rather than offering temporary excess. Despite these critiques, the campaign remains overwhelmingly popular in the media. The term “Morisugi” has become shorthand for indulgent convenience food that’s as amusing as it is abundant.
Cultural Cravings & Curiosity
The Morisugi trend also reveals something uniquely Japanese: a cultural delight in curated excess. Japan’s love of food presentation and playful exaggeration feeds directly into the appeal of upsized onigiri and surreal-looking desserts. It also connects with kawaii aesthetics and the nation’s broader curiosity for novelty experiences.
Yet, Morisugi isn’t just about cuteness or curiosity. It’s emblematic of global food marketing trends that lean into comfort, spectacle, and value. As the world grapples with rising living costs, campaigns like this demonstrate how even everyday meals can be transformed into moments of joy, debate, and social connection.