- Lady Gaga has been named the official campaign ambassador for Japanese convenience-store giant FamilyMart to celebrate the chain’s 45th anniversary.
- Gaga stars in a nationwide recruitment commercial playing a store employee, performing everyday tasks with theatrical stage choreography in high heels and a blonde bob.
- The commercial features her song "Killah" from her 2025 album MAYHEM and airs across roughly 11,600 digital screens on FamilyMart TV nationwide.
- This marks Gaga's first partnership with FamilyMart, expanding a commercial roster that already features major 2026 campaigns in fintech and biotech.
Japanese convenience store operator FamilyMart has appointed global pop superstar Lady Gaga as its new campaign ambassador. The partnership celebrates the company’s 45th anniversary and powers a nationwide recruitment drive launched on September 25, 2026.
In the television commercial, Gaga steps into the role of a store clerk inside a stylized, monochrome convenience store. Sporting a blonde bob wig, tall white platform heels, and a custom uniform inspired by the chain’s colors and striped socks, she turns regular store chores into a runway routine. Gaga operates the cash register, restocks shelves, and mops the floor with dramatic flair.
The commercial is set to her track “Killah” from her 2025 album MAYHEM and wraps with Gaga speaking Japanese to ask viewers, “Want to work at FamilyMart?”
Alongside the television spot, FamilyMart TV will broadcast exclusive video interviews with the singer across approximately 11,600 stores nationwide.
This campaign marks Gaga’s first brand partnership with FamilyMart. The retail chain has a track record of enlisting major stars for national promotions, including baseball icon Shohei Ohtani as its rice ball ambassador and K-pop group TWICE for holiday campaigns.
The ambassadorship adds to an active commercial run for Lady Gaga in 2026. Earlier this year, the superstar headlined Rocket Companies’ Super Bowl commercial and expanded her entrepreneurial portfolio by launching skin health brand Yuna alongside biotech firm Outer Biosciences.
The moves build on an established roster of blue-chip endorsements, including high-profile tie-ins with Pfizer and Dom Pérignon.
Takeaways
Seeing an international stadium headliner scrub floors in six-inch heels might feel surreal, but it is a sharp marketing move for FamilyMart. Facing stiff competition and retail labor shortages across Japan, standard help-wanted posters no longer cut through the noise.
By bringing in Lady Gaga, an artist synonymous with self-expression and fearless reinvention, FamilyMart turns part-time convenience store work into a statement about personal identity.
For Gaga, the campaign deepens her long-standing relationship with Japanese pop culture, showing that world-class artists can engage in playful, hyper-local retail marketing without losing their high-fashion edge.
Can a pop superstar’s endorsement genuinely make entry-level retail and service jobs more appealing to younger workers? How does turning routine store tasks into high-fashion theater help FamilyMart compete against rivals like 7-Eleven and Lawson?
