Haikyu!! and Lawson launch the "Minna de Gungun" campaign

Haikyu!! and Lawson campaign visual for the Minna de Gungun collaboration

On August 5, 2026, the official Haikyu!! portal and Lawson's campaign page confirmed a new collaboration that begins on August 11, 2026. The promotion uses a fresh illustrated visual and spreads across in-store giveaways, limited food items, original merchandise, online orders, and Lawson Print.

What Was Announced

The campaign is built around the playful idea of "gungun milk" and is clearly designed to move across several touchpoints at once. From August 11, buyers of eligible snacks can receive one of 8 clear files, while buyers of eligible ice cream can receive one of 8 coasters. Both bonuses are limited and available while supplies last.

Lawson will also sell original foods tied to the campaign, including gungun yogurt-flavored gummies, CoroCoro Hi-Chew branded with Haikyu!!, and "Tobidase" Haikyu!! cookies. On the merchandise side, the campaign rolls into store goods, with some regions starting a day later and Hokkaido starting on August 13.

For fans who prefer to order ahead, @Loppi and HMV&BOOKS online open on August 11 at 10:00 JST. The order window runs until August 30 at 23:30 JST, with delivery dates split between November 26 and December 28 depending on the allocation. Lawson Print also joins the promotion from August 11.

Why It Matters

My read is that this kind of collaboration works because it turns an ordinary convenience-store visit into a time-limited collectible hunt. For a franchise like Haikyu!!, that means the fandom can participate without needing a ticketed event or a long trip; a lunch break, a commuter stop, or a planned online order can be enough. In other words, the campaign lowers the barrier to entry while keeping the reward feeling scarce.

It also shows how anime marketing in Japan often lives in retail space, not just on streaming platforms or social media. The campaign is not trying to explain Haikyu!! from scratch. It assumes an audience that already recognizes the characters and wants a physical reminder of them, whether that means a clear file, a coaster, a print, or a small food item.

Context for International Fans

If you are outside Japan, the practical detail is that this is a Japan-only, region-sensitive promotion. Some store goods begin on August 12 depending on the area, and Hokkaido starts on August 13. The giveaway items also depend on in-store stock, so the exact result is shaped by when you arrive and what each branch still has on hand.

The timing matters too. Everything in the campaign is pegged to Japan Standard Time, which means the online order window opens and closes on JST, not local time elsewhere. If you want to follow the campaign as it happens, the official Lawson page is the clearest place to check for store rules and any later updates.

What Happens Next

The campaign goes live on August 11. From that point on, the giveaways, goods, and print items will be available only while stock lasts or while the order window remains open. If Lawson posts any follow-up notices, they are most likely to appear on the campaign page itself.

Sources

Information was checked on August 5, 2026 at 20:56 JST.

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