Same price, about 51% more food. That’s the simple, irresistible promise behind Lawson’s big June campaign. Lawson—one of Japan’s “big three” convenience store chains—kicked off its 51st-anniversary blowout, the “Super Happy-sugi Challenge” (超ハッピーすぎ！チャレンジ), on June 2, 2026. It runs for four weeks across roughly 14,000 stores nationwide (as of the end of April 2026; some stores excluded), with 50 items in all.
The headliner is Lawson’s much-loved “Morisugi Challenge” (盛りすぎチャレンジ, a playful term meaning “loaded with extra portions”): rice balls, sandwiches, and desserts that keep the same price tag but pack in about 51% more. If you’ve been curious about Japanese convenience store food, this is a great moment to dive in—bigger portions, same price.
Here’s how the campaign works, plus the items travelers should keep an eye out for.
What is the “Morisugi Challenge”?
Lawson has run the Morisugi Challenge since February 2023, and this is the eighth round.
The concept is simple: hold the price steady, but bump up the volume or the fillings. This year the magic number is 51%—a nod to the chain’s 51st anniversary.
Lawson says that during past campaigns the average number of customers per store rose about 5% year on year, so it has become a recurring Lawson event that regulars look forward to.
It’s not just “Morisugi” this time — a whole range of “sugi”
The 2026 edition adds a few new twists alongside the classic oversized items. (“Sugi,” すぎ, means “too much” — the playful theme running through the whole campaign.)
The Awase-sugi (“combined”) line mashes two products into one. The Awase-sugi Meat Sauce & Tomato Garlic Pasta (¥697 incl. tax), for example, combines two hearty pasta dishes in one package.
The Ko-sugi (“richer”) line makes the flavor about 51% richer—like the Ko-sugi Extra-Rich Orange (¥248), a 100% juice with noticeably deeper orange flavor than the standard version.
There are summery oddballs, too: a Suppa-sugi (extra-sour) Salt Lemonade (¥228) with double the lemon juice, and an Ama-sugi (extra-sweet) drinkable chilled zenzai (¥298) with twice the sweet red-bean paste.
What travelers should grab
A few picks that are easy to enjoy even if Japanese konbini food is new to you:
Morisugi De-Karaage-kun Dream MIX, 6 pieces (¥288)
Karaage-kun is Lawson’s wildly popular hot-snack fried chicken, and this special version bumps the usual five pieces up to six, mixing five flavors in one box—Regular, Red (spicy), Cheese, and Lemon, plus a mayo cube (available June 2–22).
Morisugi Premium Roll Cake (¥214)
Lawson’s signature dessert, made with Hokkaido fresh cream and now about 51% bigger. It goes on sale from the evening of Monday, June 1.
Morisugi “Baschee” Basque-Style Cheesecake (¥319)
Lawson’s popular Basque-style cheesecake, also about 51% bigger. It arrives from the evening of Monday, June 8—a good pick for anyone with a sweet tooth.
Morisugi Takana Chashu Onigiri (¥203)
A larger-than-usual rice ball with takana mustard greens and chashu pork—an easy, tasty way to experience Japan’s onigiri culture (on sale June 2).
Sauce Yakisoba with 63% More Noodles (¥559)
Released for “Lawson Day” on June 3, this is the biggest boost of the whole campaign. But it was sold only on June 2 and 3, so consider it a lucky find if you spot one.
New items drop every week for four weeks
Part of the fun is that fresh items arrive every week for four weeks, with launch dates split across Mondays and Tuesdays—roughly June 1–2, 8–9, 15–16, and 22–23.
The lineup rotates, so if you pop into Lawson a few times during your trip, you’ll keep running into different “Morisugi” goodies.
How to buy them, and a few tips
Look for the colorful “盛りすぎ / Morisugi” and “合わせすぎ / Awase-sugi” logos on the packaging—they make the deals easy to spot. You can pay with cash, transit IC cards like Suica or PASMO, credit cards, or QR-code payments.
Popular items are made in limited quantities and can sell out, especially later in the day, so if there’s something you really want, aim for a morning or early-afternoon visit. With around 14,000 stores nationwide—many right by stations and sightseeing spots—Lawson is an easy stop between sights.
Reading now
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▶ Lawson Official “Super Happy-sugi Challenge” News Release (Japanese)
This article was translated from the original Japanese with AI assistance and reviewed by our editorial team. The Japanese version is authoritative.
