Lady Gaga works a shift at FamilyMart in a new commercial. She don’t speak Japanese, but she can if you like. OWWWWWWWWWW.
%20Lady%20Gaga%20x%20Family%20Mart%20%231.png "Lady Gaga works a shift at FamilyMart in a new commercial. She don’t speak Japanese, but she can if you like. OWWWWWWWWWW. | ๐ญ Random J Pop")
The timing of this FamilyMart campaign could not have been better, for several reasons which converge, intermingle, entangle, etc.
Reason 1. Lady Gaga was recently in the press for having recently become a mother, and a lot of the online discourse around it has been like a street of wheelie bins on fire. Since nobody had once seen a photo of Lady Gaga pregnant, people were playing the game of trying to look for signs that she was pregnant within the last 10 months. Which…fine. I get it. Me personally? I just assumed that she must have used a surrogate (which she did), as did many others. And there have been a wave of people who have been condemning her for it, which I do not understand. Therefore, Lady Gaga walking around mopping and restocking in a Family Mart is a nice distraction and a way to drown that BS out about her child and how they were born this way. So, here comes FamilyMart — slapping a popular RGB (255, 255, 255) lady in a commercial for recruitment.
Reason 2. FamilyMart recently opened a flagship store called Famima back in August. With it being a flagship, the biggest draw of Famima is that it sells an extended range of products which are exclusive to the store — including clothing beyond just T-shirts and socks, merch and special edition food items with the Famima branding. And it also has a service window accessible from outside the store which JUST sells Famichiki, so you don’t even need to go into the bitch to get your chicken fix. So, here comes FamilyMart — slapping a popular RGB (255, 255, 255) lady in a commercial for recruitment.
Reason 3. With Japan still being a popular topic online, content creators going all in on it and its tourism still bussin’ — konbini are mentioned and shown in just about every YouTube video about Japan. And FamilyMart is one of the biggest konbini chains. So, it’s getting a lot of free global press constantly and consistently. Lady Gaga is a celebrity. But, bitch — so is FamilyMart. So there is a high likelihood that Lady Gaga fans will already be familiar with FamilyMart in some capacity. So, here comes FamilyMart — slapping a popular RGB (255, 255, 255) lady in a commercial for recruitment.
%20Lady%20Gaga%20x%20Family%20Mart%20%232.png "Lady Gaga works a shift at FamilyMart in a new commercial. She don’t speak Japanese, but she can if you like. OWWWWWWWWWW. | ๐ญ Random J Pop") |
| Famima de Hataraku? Starring Lady Gaga | FamilyMart |
If you’ve been to Japan within the past few years and popped into a konbini, you’ve probably noticed that the employees are not always Japanese and how widespread and normal this is. I personally find it really cool. But with visa costs being hiked in conjunction with the rise of Sanseitล (which is basically the Japanese equivalent of MAGA), many non-Japanese folk residing in Japan are concerned about their futures in Japan. It’s really sad seeing racist and xenophobic rhetoric from the Japanese public become so loud and gain so much traction. The UK and Japan really saw MAGA walk America off a cliff and said ‘YES PLEASE’. People really be dumb and in favour of supporting things which negatively affect their own livelihoods, just to spite others — but that’s a whole other post. But back to the original point. Despite the percentage of foreign workers in Japan being small, it’s still a significant number and one which has risen to new records for the country. The already struggling Japanese economy would most certainly feel it if that number started to fall. So, here comes FamilyMart — slapping a popular RGB (255, 255, 255) lady in a commercial for recruitment.
Reason 5. Konbini are constantly in the spotlight globally, which comes with both the good and the bad. The bad being that the big three — FamilyMart, 7 Eleven and Lawson — have reputations for having awful working conditions, even within the context of Japan and its infamous work culture. And unsurprisingly — thanks to the spotlight powered by a thousand suns which continues to shine on Japan — this info is now no longer contained to Japan. On YouTube there are numerous videos in full English about the dire working conditions in konbini. So, here comes FamilyMart — slapping a popular RGB (255, 255, 255) lady in a commercial for recruitment.
Reason 6. Family Mart unveiled a new initiative in August — Family Mart Coordinate. This new initiative includes a more casual uniform for employees, a relaxed policy on hair styles and the option to wear a name badge which features a name of the employees’ choosing. The new name badge policy sounds like such a small thing, but will be a huge deal for some and is an incredibly progressive step for inclusivity — especially in a country like Japan. Some people have a weird relationship with their name for numerous reasons. Maybe they want to disassociate from their family, and going by a different name professionally is a means to do that. Maybe somebody is in the midst of a journey concerning their gender identity and would rather go by a name of their own choosing as opposed to the one they were given at birth. The outfit Lady Gaga is wearing in the commercial is of course some custom shit. But the Family Mart name badge she’s wearing says ‘Lady Gaga’ in Japanese, which I found cool and inadvertently ties into this new policy concerning badge names. So, here comes FamilyMart — slapping a popular RGB (255, 255, 255) lady in a commercial for recruitment.
%20Lady%20Gaga%20x%20Family%20Mart%20%233.png "Lady Gaga works a shift at FamilyMart in a new commercial. She don’t speak Japanese, but she can if you like. OWWWWWWWWWW. | ๐ญ Random J Pop") |
| Famima de Hataraku? Starring Lady Gaga | FamilyMart |
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