Founded in 1973 and operating over 16,000 stores in Japan and 7,000 overseas, FamilyMart Co. Ltd., was one of Japan’s leading convenience store chains and a staple in Japanese retail. In 2017, FamilyMart embarked on a journey to integrate diversity, equity, and inclusion initiatives in its corporate strategy. One of the company’s key strategies was to create value for employees and customers through initiatives that supported LGBTQ+ issues. At the end of 2024, following the success of introducing occasional rainbow-themed products and implementing various internal measures for employees, Ray Adachi, the chief marketing officer of FamilyMart, was revisiting FamilyMart’s rainbow initiatives, evaluating their success and exploring options for advancing the company’s commitment to address social issues. Should FamilyMart continue to expand its product line or explore alternative strategies to further its commitment to social responsibility?