FamilyMart taps Lady Gaga to tackle Japan's labour shortage
The convenience store chain has cast the singer in a recruitment ad to address roughly 30% of its stores being short-staffed
Lady Gaga has become the face of a new FamilyMart recruitment commercial released in Japan on September 25; a campaign marking the chain's 45th anniversary.
Set to her song ‘Killah’, the ad is shot in monochrome, with the singer in an outfit inspired by FamilyMart's new uniform and its iconic striped socks.
As the only person featured in the video, Gaga is seen dancing through the store, mopping the floor, handing out Famichiki fried chicken and restocking shelves. She ends by asking viewers in Japanese whether they want to work at FamilyMart.
The campaign also includes an exclusive interview in which Gaga talks about the shoot: "I was trying to find the seriousness of going to work with the humour and the fun of FamilyMart," she said.
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Filmed on a replica store built in Los Angeles, the ad responds to a labour shortage in Japan. According to The Straits Times, companies have been relying on foreign workers to counter the “persistent labour shortage”.
The Japan Times reports that roughly 30% of FamilyMart's more than 16,000 stores across the country are short-staffed. Around 13% of the chain's roughly 200,000 store employees are foreign nationals.
“By having Lady Gaga appear in the commercial, we thought we might be able to convey the appeal and excitement of working at FamilyMart,” a company spokesperson shared.
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In addition to calling in Gaga for support, on September 1 FamilyMart introduced new flexible dress code rules across its stores in Japan, where staff can choose their hair colour, wear hijabs and layer their own clothing under the uniform. FamilyMart says the changes are meant to create a more comfortable workplace and attract a more diverse workforce.
Back in July, the chain also opened its first flagship store, Famima Park Azabudai, directed by fashion designer Nigo®.
Inside, shoppers are able to purchase the Convenience Wear collection, developed in collaboration with Hiromichi Ochiai, founder of streetwear label FACETASM.
Amira Waworuntu is Mixmag Asia’s Managing Editor, follow her on Instagram.
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