What this is
Lawson convenience stores across Japan transform into Umamusume: Pretty Derby promotional hubs starting August 18, 2026, with in-store decorations, character announcements voiced by Epiphaneia and Logotype, and a first-come, first-served limited-edition clear file for customers who buy eligible products. Beyond the freebie, the campaign spans Meiji Kaju Gummy tie-in products, original gift merchandise, exclusive pre-order items via @Loppi terminals and HMV&BOOKS online, and Lawson Print collectibles. Select stores — concentrated in and around Tokyo — get the full treatment: promotional banners, advance merch sales, and limited-time exterior decorations.
Who should go
Umamusume fans who want campaign-exclusive merchandise without attending a dedicated event. Tokyo visitors can hit the decorated flagship stores; fans elsewhere in Japan can participate at standard Lawson locations nationwide.
Good to know
No ticket is needed — just visit a participating Lawson and purchase eligible products to qualify for the clear file giveaway, while stocks last. The @Loppi terminal, found inside every Lawson, is the access point for exclusive pre-order items; select your items on-screen and pay at the register. Lawson accepts IC cards (Suica, Pasmo) and major credit cards at most locations, though some smaller stores are cash-only. Tokyo-area stores with exterior decorations are worth seeking out for photos, but the campaign merchandise and @Loppi items are available at standard locations nationwide. Check the official Umamusume campaign page for a store locator and to confirm which promotions are running at your nearest branch.
This event was sourced and translated from Japanese by What's On Japan. Details may change — verify with the official source before attending.