BE:FIRST appointed as FamilyMart Christmas ambassador for second year

The dance and vocal group BE:FIRST has been appointed as the ambassador for FamilyMart’s Christmas campaign for the second consecutive year. Following the success of last year’s collaboration, which saw products sell out immediately upon reservation, the partnership is expanding for the 2026 season.

This year features two limited-edition collaboration cakes supervised by the group members: the ‘BE:FIRST BEST TEA Cake’ (black tea flavor) and the ‘BE:FIRST Zenryoku Beat Anthem Cake’ (matcha flavor). The members participated in the development process, contributing ideas and naming the products.

Reservation benefits include BE:FIRST design boxes and limited-edition cloths featuring characters based on illustrations drawn by the members. Additionally, customers who reserve online will have access to exclusive video content. Behind-the-scenes footage of the cake development process was released on the group’s official YouTube channel on September 14.