Japan: Lawson Launches "Overloaded Sweets Challenge" for Up to 4 Weeks Starting June 3

6月2日より先行販売中の「Uchi Café 盛りすぎ!プレミアムロールケーキ」税込み227円 — Now on early sale from June 2, the “Uchi Café Overloaded! Premium Roll Cake” is priced at 227 yen (tax included). The photo shows the actual item unveiled at Lawson’s “Neighborhood Happiness Operation” commemorative event.

Starting June 3, Lawson will roll out its “Overloaded Challenge” campaign across approximately 14,000 stores nationwide in Japan. Over the course of four weeks, 41 products—including rice balls, prepared breads, in-store cooked bento boxes, bakery items, desserts, and snacks—will feature about 50% more filling or weight at no extra cost. This article highlights selected items, focusing mainly on sweets.

Lawson will celebrate its 50th anniversary on June 14, 2025, marking five decades since the opening of its first store, Lawson Sakurazuka in Toyonaka, Osaka Prefecture. To commemorate this milestone, the company is launching its longest-ever “Overloaded Challenge” campaign, running for four full weeks. Ahead of the official start, Lawson began early sales on June 2 of two items: “Uchi Café Overloaded! Premium Roll Cake” and “Overloaded! Sauce Yakisoba.”

「Uchi Café 盛りすぎ！プレミアムロールケーキ」イメージ — Image of “Uchi Café Overloaded! Premium Roll Cake”

The “Uchi Café Overloaded! Premium Roll Cake” features approximately 50% more total weight compared to the standard “Premium Roll Cake.” Made with 100% Hokkaido fresh cream, it offers a light, melt-in-your-mouth texture. The price is 227 yen including tax.

「Uchi Café 盛りすぎ!大きなチョコシュー（チョコクリーム&ホイップ）」イメージ — Image of “Uchi Café Overloaded! Large Chocolate Cream Puff (Chocolate Cream & Whipped Cream)”

On June 9, Lawson will release the “Uchi Café Overloaded! Large Chocolate Cream Puff (Chocolate Cream & Whipped Cream).” This two-layer cream puff is filled with aromatic chocolate cream made with Ghanaian cacao mass and smooth whipped cream. With approximately 50% more volume, it will be priced at 181 yen including tax.

「Uchi Café 盛りすぎ!くちどけショコラクレープ」イメージ — Image of “Uchi Café Overloaded! Melty Chocolate Crêpe”

Scheduled to go on sale from June 10, the “Uchi Café Overloaded! Melty Chocolate Crêpe” features a rich combination of Hokkaido fresh cream and chocolate whipped cream, along with a chocolate sauce made from 72% cacao chocolate, all wrapped in a soft crêpe. It is priced at 248 yen including tax. Not available in Okinawa Prefecture.

「Uchi Café 盛りすぎ！ふわもち生シフォン」イメージ — Image of “Uchi Café Overloaded! Fluffy & Chewy Fresh Chiffon Cake”

The “Uchi Café Overloaded! Fluffy & Chewy Fresh Chiffon Cake,” available from June 16, is a chiffon cake topped with smooth whipped cream made with Hokkaido fresh cream, placed on a soft and chewy sponge base. It will not be sold at Natural Lawson stores. The price is 257 yen including tax.

「Uchi Café 盛りすぎ!泡ショコラ」イメージ — Image of “Uchi Café Overloaded! Airy Chocolate Mousse”

The “Uchi Café Overloaded! Airy Chocolate Mousse,” available from June 23, is made with 70% cacao chocolate and meringue, offering a rich chocolate flavor with a light, melt-in-your-mouth texture. It is priced at 275 yen including tax. Note: Prices may vary in Okinawa Prefecture.

ローソンの商品本部・統括部長（デイリー担当）の友永伸宏さん — Nobuhiro Tomonaga, General Manager of Lawson’s Daily Products Division

At the “Neighborhood Happiness Operation” commemorative event held in Tokyo on June 3, Nobuhiro Tomonaga, General Manager of Lawson’s Daily Products Division, highlighted the strong public awareness of the campaign, stating, “It’s quite impactful. We want people to feel excited at first glance—something that lifts their spirits and brings a bit of fun.”

Regarding the “Uchi Café Overloaded! Premium Roll Cake,” Tomonaga explained the inspiration behind its development, saying, “We thought that by piling it high into a shape unlike anything before, customers would feel really excited.”