Watch the Family Mart ad starring Lady Gaga one more time. What scene grabs your attention the most? For me, two stand out and underline the somewhat absurd nature of a mega-level popstar linking up with a convenience store. One is the sustained shot of her wearing Family Mart socks.
The other...is the second when time stops and she's holding a piece of Famichiki up at the camera.
It's the only food given any real shine in the short spot, and rightfully so. As this fried-chicken offering celebrates its 20th anniversary this fall, it has become the chain's biggest culinary hit, wowing locals and becoming a slightly greasy requirement of any tourist's trip to Japan. To see Lady Gaga holding one makes perfect sense.
Part of the appeal in Famichiki exists within the consistency. When you get one of these from the hot box, you are 99 percent aware of what is coming. This is a nice piece of fried, boneless chicken. Variants exist, but usually as short-term offerings.
No need to over complicate...except when an anniversary calls for it.
To celebrate two decades going, Family Mart is releasing three very special Famichiki flavors (pizza!?!? dear god) over the next few weeks, kicking off now with "smoky barbecue." There's always a risk of adding too much to these special Famichiki...for every "red," you get the one injected with tartar sauce...but the first of the trio delivers a taste worthy of a porcelain anniversary. The key is the balance between the two words here, with the tang of the latter given savory depth by the prior. Put simpler...picture a damn good BBQ chip, but with chicken inside. A taste worthy of a konbini icon.
