FamilyMart Malaysia celebrated its 10th anniversary yesterday by unveiling a redefined brand concept, Life is Good with FamilyMart, built on three pillars: Good Choices, Good Quality and Good Moments. The refreshed positioning sets the direction for FamilyMart’s second decade, transforming routine store visits into enjoyable daily experiences and reinforcing its standing as Malaysians’ preferred convenience store.
Elevating Everyday Routines
Life is Good with FamilyMart brings the brand’s retail vision to life through tangible customer experiences — widening product choices, upholding trust and confidence, and adding more uplifting touchpoints to every visit. The concept builds on FamilyMart’s established proposition of convenient, trustworthy and halal-certified fresh and quality ready-to-eat food.
The brand’s overarching Everyday Craft Coffee principle embodies all three pillars. Inspired by Japan’s takumi spirit of craftsmanship, care and attention to detail, the range features two new barista-approved blends — Sumiyaki and Kinu — each with a distinctive flavour profile to suit different preferences and moods. With introductory prices from as low as RM0.99 (and RM3.90 thereafter), Everyday Craft Coffee makes fine coffee an accessible everyday pleasure.
- Sumiyaki draws inspiration from traditional Japanese charcoal roasting, delivering a bold, robust and roasty flavour — ideal for those who enjoy aromatic black coffee.
- Kinu, meaning “silk” in Japanese, offers a smooth, balanced profile that pairs beautifully with milk, making it particularly suited to lattes.
Good Choices centres on fresh, flavourful and fulfilling food and beverages that cater to different tastes, daily visits, budgets and evolving dietary preferences. This pillar also continues to expand FamilyMart’s ready-to-eat range, including heat-and-eat and off-the-shelf items suited to all occasions, times of day and preferences. Customers can drop by for a satisfying onigiri or sandwich at breakfast, pick up a bento, pasta or oden for lunch or dinner, or enjoy a sweet treat at any time.
Oden FAMee now offers greater variety for a convenient, satisfying meal, pairing a choice of noodles and favourite oden items with five flavourful broths — Classic Fishball, Sukiyaki, Laksa Kahwin, Creamy Mala and the signature Tom Yum — allowing customers to enjoy a different broth every day of the working week.
Expanding its dessert offerings, FamilyMart Malaysia is introducing brown sugar boba as a sofuto (soft serve) flavour for the first time, alongside the return of its fan-favourite sea salt sofuto in response to customer demand.
Good Quality ensures that expanded variety is matched by uncompromising food quality, safety and consistency. Central to this standard is FamilyMart’s halal assurance. The brand works closely with the Department of Islamic Development Malaysia (JAKIM) across its central kitchens, logistics and in-store preparation counters, supported by ongoing staff training.
Completing the three pillars, Good Moments transforms routine store visits into a more engaging and enjoyable experience through rewards, surprises, community perks and opportunities for discovery. Anchoring this pillar this season are two major collections:
- FAMIMA by NIGO Collection — a major lifestyle highlight bringing the coveted Japanese flagship merchandise collection curated by famed streetwear designer NIGO to Malaysia for the first time.
- Faimbara line — an in-house collection created exclusively for Malaysian fans.
FamilyMart will continue to bring creative and exciting collaborations to make everyday life a little more fun.
More Rewards and Exclusive Perks for Our FAM
At the heart of FamilyMart’s Good Moments are its fans, affectionately known as FAM. To celebrate its 10th anniversary, FamilyMart Malaysia is putting members first with more rewards, exclusive perks and anniversary offers that make every visit more rewarding.
The celebrations include RM10 anniversary bundles featuring FamilyMart Collection chips and tea, among other value deals. New users who download the MY FamilyMart app will receive a welcome e-voucher pack valued at RM100, while existing members can look forward to exclusive promotions — including deals starting from just RM0.10 — during its super Member Day on 10 and 11 November 2026.
A Decade of Modern Convenience
FamilyMart first opened its doors in Malaysia on 11 November 2016, with an emphasis on quality ready-to-eat food catering to modern lifestyles. Since that first store, FamilyMart has changed expectations of what a convenience store can offer — bringing quality food prepared in-store and the meaning of true convenience to customers.
1. FamilyMart Malaysia Chief Executive Officer Chia Lik Khai
2. FamilyMart Malaysia Director Datuk Noor Azman Nordin
3. FamilyMart Malaysia Deputy Chief Executive Officer Chia Juak Sui
As FamilyMart enters its next phase, the brand remains committed to continuous product innovation in fulfilment of its three-pillar promise of Good Choices, Good Quality and Good Moments — ensuring that wherever Malaysians encounter FamilyMart, life is made better.
The refreshed concept was introduced at a week-long anniversary roadshow at Sunway Pyramid’s Orange Concourse, running from today until Monday, 9 November 2026. Visitors can sample the newly launched menu items and experience interactive zones firsthand. In addition, MY FamilyMart app members can preview the FAMIMA by NIGO Collection and Famibara collections at the on-site Mini Store ahead of their official launch in December 2026. Both collections are available for limited-quantity purchase, exclusively for app members.
