Lawson instructional video helps foreign customers buy karaage-kun and enter product lotteries
Lawson launches instructional video to help foreign customers buy hot food and enter product lotteries using smartphone tags, AR and multilingual guidance.
Lawson on May 19, 2026 began rolling out an instructional video aimed at helping foreign customers purchase hot food items and participate in product lotteries at its convenience stores. The Lawson instructional video is accessible by tapping smartphones on in-store smart tags and is available in English, Chinese and Korean. The initiative targets shoppers who may be unfamiliar with the store’s hot food display procedures and promotional lotteries, and the company says it hopes the service will boost sales and customer confidence.
How customers access the video
Customers can view the Lawson instructional video by tapping their phones on smart tags placed near checkout counters, according to company information. The clips play directly on the user’s device and walk viewers through the steps to buy hot food items kept near cash registers. Lawson has emphasized that the system is designed to be simple and fast to accommodate the convenience store environment.
Languages and content covered in the guide
The video content is provided in English, Chinese and Korean to reflect the linguistic needs of many foreign visitors and residents. It explains both the purchase flow for ready-to-eat items and the etiquette expected when handling food, including sanitizing hands before removing products from display cases. The instructions also describe payment procedures and how to confirm purchases at the register.
Lottery mechanics and prize information
The Lawson instructional video details how customers can buy tickets to enter lotteries for anime-character merchandise and other promotional items, and it clarifies that every ticket guarantees a prize. The guide shows the physical location of lottery terminals or ticket dispensers and steps to complete a ticket purchase and collect prizes. The company developed the segment after identifying that some international customers were hesitant to participate due to uncertainty about the rules.
Augmented reality feature with karaage-kun characters
In addition to step-by-step purchasing instructions, the service includes an augmented reality game featuring Lawson’s karaage-kun mascot characters. The AR experience is integrated with the smart-tag access and is intended to create an engaging moment at the point of sale. Lawson hopes the interactive element will increase awareness of its hot food line and make the in-store experience more approachable for first-time visitors.
Trial rollout across three Tokyo stores through May 31, 2026
Lawson has begun a trial of the instructional video at three stores in Tokyo and will run the pilot through May 31, 2026. The limited rollout is intended to gather customer feedback and measure effects on purchase rates for hot food and promotional items. Company representatives said the trial will inform whether the program is expanded to additional locations and product categories.
Possible expansion to coffee and other products
If the pilot meets internal targets, Lawson may broaden the service to more stores and adapt the instructional format to other popular items, including coffee and seasonal promotions. The company indicated it will evaluate usage data, customer responses and operational impact before deciding on a larger deployment. Lawson’s approach reflects a growing focus among retailers on reducing friction for shoppers with diverse cultural and linguistic backgrounds.
Lawson’s instructional video initiative combines multilingual instruction, contactless smart-tag access and gamified elements to make hot food purchases and promotional lotteries more accessible to foreign customers. The trial in three Tokyo stores through May 31, 2026 will determine whether the service becomes a wider feature aimed at strengthening in-store sales and customer experience.
