Asia-Pacific Power List 2025: Hikaru Adachi, FamilyMart

Hikaru Adachi

Chief marketing officer and chief creative officer
FamilyMart
Japan
Member since 2021

Overseeing the marketing division of Japan’s leading convenience store chain, FamilyMart, Hikaru Adachi has propelled the brand to new heights of commercial success and cultural relevance since joining in 2020. As of February 2025, FamilyMart’s daily sales at existing stores have exceeded the previous year’s figures for an impressive 42 consecutive months, while the company’s profit for the fiscal year 2024/2025 is forecasted to reach a record high.

Adachi has built upon a foundation of proven seasonal campaigns, refining and expanding popular events such as the ‘Strawberry Fair', 'Cat’s Fair', 'Black Thunder Fair', 'Green Tea Fair', and 'Black Friday', among others. Under his leadership, new seasonal campaigns like the 'Mint Chocolate Fair', 'Tasty Asian Fair', 'Hawaiian Fair', and 'Guilty-Pleasure Foods Fair' have also been successfully launched, keeping the brand fresh and engaging throughout the year.

A key driver of FamilyMart’s marketing success has been Adachi’s strategic collaborations with major intellectual properties. Notable partnerships include Pokemon, My Hero Academia, Monster Hunter, and Pikmin, as well as first-ever collaborations with iconic franchises such as Doraemon, Minions, and Nintendo’s Luigi. These initiatives have significantly boosted FamilyMart’s media exposure, tripling its media value from 2021 to 2024.

Beyond campaign innovation, Adachi has been a vocal advocate for elevating the marketing industry in Japan and the wider APAC region. As a council member of Marketing Agenda, the country’s largest marketing conference, he has played an active role in shaping the event’s direction. He regularly appears as a keynote speaker at major industry forums, including Marketing Leaders’ Camp, Digiday, AdTech, and Leaders’ Summit. In 2024, he was the sole Japanese advertiser to present at Taiwan’s Inside Future Day, sharing insights on retail media and marketing innovation.

Adachi also leads FamilyMart’s Sustainability Committee, which operates within the marketing division. He has championed the integration of sustainable development goals into the company’s core activities, spearheading initiatives such as the 'Food Drive' campaign and the innovative 'Crying Face Sticker' to reduce food waste. These efforts have dramatically increased FamilyMart’s sustainability media presence, with coverage in 2024 reaching five times the volume of 2022.

Under Adachi’s leadership, FamilyMart has delivered strong financial performance while making steady progress in enhancing its reputation as a brand committed to innovation and social responsibility. His balanced approach to driving business growth alongside social impact and active industry engagement continues to be a distinguishing aspect of his tenure.