Japanese company hires Lady Gaga to address the issue of labor shortage in the country.

Lady Gaga has started working at a convenience store in Japan as part of a new recruitment campaign for FamilyMart, one of the country’s major convenience store chains experiencing a shortage of workers.

In the 30-second ad, Gaga is seen arranging products, tidying up, and handling a box while dressed in a uniform reminiscent of the network staff’s attire, complete with striped socks and white platform shoes. This transforms routine chores into a stylish and musical showcase.

The campaign celebrates FamilyMart’s 45th anniversary and will be launched nationwide in Japan on September 25.

The initiative is part of updated company policies aimed at increasing the appeal of the work environment, particularly for younger applicants. FamilyMart now permits various hair colors and provides employees with greater flexibility to customize their uniforms to align with their preferences and values.

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The company aims to enable employees of various ages and nationalities to work while maintaining their uniqueness.

The singer is featured not only in the commercial but also in exclusive content shown on FamilyMart TV, a digital screen system found in approximately 11,600 network stores across Japan. Gaga discusses her work and what she enjoys at FamilyMart in these videos.

Labor shortage

The campaign occurs during a period of labor scarcity in Japan, prompting companies to increase the recruitment of foreign workers.

In October 2025, the nation had 2.57 million foreign workers, marking an all-time high increase of 11.7% within a year. According to a study conducted by the Japanese government, 68.2% of businesses that employ foreigners stated that the primary motivation for hiring them is to address labor shortages.

Convenience stores in Japan, referred to as konbini, are one of the impacted industries. The OECD reports that 10% of 7-Eleven staff in the country are foreigners. The organization highlights that the diminishing young population has worsened the labor shortage in this sector, particularly in non-major urban areas.

In a survey done in July and August 2026, it was revealed that 60% of Japanese companies with foreign employees reported experiencing a shortage of staff. Nearly two-thirds mentioned that they would struggle to sustain their operations without being able to recruit more foreign workers.

FamilyMart is in competition with networks such as 7-Eleven and Lawson in the Japanese market.

Gaga featured in the advertisement

The ad was filmed in a specially designed FamilyMart store with a black and white theme. Gaga ends the video by asking in Japanese if viewers are interested in working at FamilyMart.

The singer joined the network a few months after the opening of a concept store in Azabudai Hills, Tokyo, managed by Japanese designer Nigo, who is renowned for his stylish creations and role as Kenzo’s artistic director.