Just a few weeks before Fuji Rock 2024, Japan’s beloved convenience store chain, Family Mart, dropped a bombshell by releasing new goods in collaboration with the festival. Family Mart has always been a hit with their socks and towel designs flaunting the store’s iconic blue and green colors. These items have already been fan favorites, both in Japan and abroad. So, teaming up with Japan’s biggest music festival was a no-brainer.

When the new collab goods hit the shelves, I was among the many who rushed to the nearest Family Mart to snag a pair. But little did I know, the hype would skyrocket once we all arrived at Fuji Rock! Family Mart had its own booth near the entrance, packed with all the cool collab merch—from towels in various sizes to socks in black and white, all decked out in Fuji Rock’s signature colors.

The scene was wild. I lost count of how many people were sporting the goods within minutes of arriving. Seriously, it felt like one in three festival-goers had either the socks on their feet or a towel around their neck! This collab was undoubtedly one of the biggest hits of Fuji Rock 2024, adding a fun and memorable touch to the festival vibe.

The real question is, will this awesome partnership make a comeback next year? Only time will tell, but one thing’s for sure: Family Mart’s Fuji Rock collab was a major win in 2024.