FamilyMart enlists Lady Gaga for recruitment campaign in Japan

FamilyMart, a major Japanese convenience store chain, has launched a recruitment campaign featuring pop star Lady Gaga to address significant staffing shortages. The company reported that approximately 30 percent of its more than 16,000 stores across Japan are currently short-staffed.

In a black-and-white promotional video, Lady Gaga is depicted performing various retail duties, such as restocking tea, working behind the counter, and serving fried chicken. The campaign aims to convey the appeal and excitement of working at the franchise to attract new recruits in a competitive labor market.

To further support recruitment, FamilyMart has begun relaxing traditional, conservative dress codes regarding hair dye and jewelry to appeal to younger workers. The company is also offering shopping vouchers to individuals who inquire about positions or attend interviews.