# Value-Minded Convenience Store Promotions The Lawson Morisugi Challenge Has Extra-Large Products By Michael Hemsworth | Published 2024-02-08 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/lawson-morisugi-challenge References: [soranews24](https://soranews24.com/2024/02/08/japanese-convenience-store-lawson-brings-back-47-percent-product-sizes-increases-no-extra-charge/) & [lawson.co.jp](https://www.lawson.co.jp/company/news/detail/1480817_2504.html)  The [Lawson Morisugi](https://www.trendhunter.com/trends/too-sour-salted-lemonade) Challenge is a promotion being run by the [Japanese convenience store brand](https://www.trendhunter.com/trends/conveniencefocused-promotional-campaign) to provide shoppers with value-minded food products that are larger in size, but with no additional costs. The promotion will see different food items introduced each week in February that are 47% larger in size than their original version to provide shoppers with decidedly more [value for their money](https://www.trendhunter.com/trends/little-caesars-more-for-999). The includes the Morisugi! Juicy Ham Sandwich, Morisugi! Japanese Tuna Mayonnaise Onigiri, Morisugi! Arabiki Pork Frank Roll and much more. The Lawson Morisugi Challenge promotion is being run at participating locations in Japan for a limited time and comes as part of a larger shift towards brands tapping into increasing consumer demands for more value. Image Credit: [Lawson](https://www.lawson.co.jp/company/news/detail/1480817_2504.html) ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 52% | Activity: 21% | Freshness: 21% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Value-minded Convenience Store Promotions:** A trend in which convenience stores are offering value-minded promotions that provide shoppers with larger-sized products at no additional cost, in response to increasing consumer demands for more value. - **Larger-sized Food Products:** A trend of introducing food items in larger sizes to provide shoppers with more value for their money, as seen in the Lawson Morisugi Challenge promotion by a Japanese convenience store brand. - **Increasing Consumer Demands for More Value:** A trend of brands tapping into consumer demands for more value by offering promotions like the Lawson Morisugi Challenge, which provides shoppers with larger-sized food products without additional costs. ### Who This Affects Most - **Convenience Store:** The convenience store industry is embracing value-minded promotions like the Lawson Morisugi Challenge to meet the increasing consumer demand for more value. - **Food Retail:** The food retail industry can learn from the Lawson Morisugi Challenge and consider offering larger-sized food products as a way to provide customers with more value for their money. - **Brand Promotion and Marketing:** Brands across industries can take inspiration from the Lawson Morisugi Challenge and craft value-minded promotions that cater to consumer demands for more value, attracting new customers and enhancing brand loyalty. ## Related on Trend Hunter - [QSR Eating Contest Promotions](https://www.trendhunter.com/trends/one-pounder-challenge-2025.md) - [Increased-Size Seafood Bowls](https://www.trendhunter.com/trends/scott-jons.md) - [Anti-Shrinkflation QSR Initiatives](https://www.trendhunter.com/trends/jack-in-the-box-value-deals.md) - [Cost-Conscious Supersized Pizzas](https://www.trendhunter.com/trends/growflation-pizza.md) - [Post-Holiday Retail Promotions](https://www.trendhunter.com/trends/big-brands-low-prices-campaign.md) - [Supersized Red Bean Desserts](https://www.trendhunter.com/trends/extra-thick-dorayaki-burger.md) - [Low-Cost Prepackaged Sandwiches](https://www.trendhunter.com/trends/rustlers.md) - [Shopper Fatigue-Combating Deals](https://www.trendhunter.com/trends/nisa-freezer-deal.md) - [Gas Station Meal Partnerships](https://www.trendhunter.com/trends/chongdongwon-convenient-meal-series.md)