FamilyMart Good Gods
Taiwan’s Collectible Deity Figurines
Forgotten Collectibles · 2007–2010
Archived on
Region
Taiwan
Associated With
Taiwan FamilyMart and DEM Inc. - promotion and character development
Defining Feature
Rounded deity collectibles with stamp bases
Status
Discontinued - the continuous national point-redemption programme ended; a limited first-generation reproduction ran in 2023
Overview
全家好神公仔 (“Good Gods”) was Taiwan FamilyMart’s colourful deity-figure series, launched in July 2007.
Developed with DEM Inc., the first generation turned eight familiar Taiwanese deities into rounded, brightly coloured collectibles whose bases doubled as stamps. The original promotion reportedly recorded 4.1 million redemptions.
Three further generations followed from 2008 to 2010, ending with a rock-band-themed set. The continuous national points promotion was later discontinued, though FamilyMart brought the characters back for displays and a limited first-generation reproduction in 2023.
Why It Mattered
Good Gods gave FamilyMart a locally created alternative to imported licensed characters during Taiwan’s convenience-store collectibles boom. By recasting recognisable deities as cheerful figures, the campaign connected everyday retail collecting with familiar religious and cultural imagery.
Its scale made it more than a single giveaway: the wider series exceeded ten million redemptions, expanded across four generations and later returned in heritage displays and a limited reproduction.
The Original Eight
- The first lineup featured Guanyin, Mazu, Fude Zhengshen or Tudigong, Yue Lao, Zhong Kui, Guan Sheng Dijun, the God of Wealth and Wenchang Dijun.
- Their familiar attributes remained recognisable despite DEM’s rounded, expressive character treatment.
What the Redemption Totals Count
- Published totals refer to different campaign scopes: 4.1 million redemptions for the first wave, 7.7 million across two waves and more than ten million across the wider multi-generation series.
Four Generations and a Revival
- The second generation appeared in 2008, followed by the third in 2009.
- The fourth generation arrived in 2010 with a rock-band theme.
- FamilyMart’s limited first-generation reproduction ran from 23 August to 17 October 2023, with 6,000 sets reported.
Sources & Records
- DEM — designing FamilyMart’s Good Gods figures — Explains the designers’ use of Taiwanese deities and local cultural imagery for the collectible figures.
- FamilyMart brings Good Gods back for Qingshan Temple celebrations — Documents a later display of four generations and FamilyMart’s reported redemption milestone.
- FamilyMart Good Gods return — first-generation reissue — Confirms the first-generation reissue promotion running from 23 August to 17 October 2023.
- FamilyMart Good Gods — Calling on the Gods advertisement — Documents FamilyMart’s 2023 revival campaign and its good-luck themes, including examinations and career success.
Gallery
Credit
妞新聞
Licence
Historical Ephemera
Displayed for commentary, criticism, research and historical documentation where permitted by applicable law. No permission for reuse is granted.
Caption
FamilyMart revived the Good Gods in 2023, turning the original deity characters into a shelf-filling range of figurines, snacks and household novelties.
Credit
卡優新聞網
Licence
Historical Ephemera
Displayed for commentary, criticism, research and historical documentation where permitted by applicable law. No permission for reuse is granted.
Caption
A close-up shows the joke at the campaign’s centre: familiar folk deities reduced to cheerful convenience-store collectibles.
Credit
報時光 / 聯合新聞網
Licence
Historical Ephemera
Displayed for commentary, criticism, research and historical documentation where permitted by applicable law. No permission for reuse is granted.
Caption
The characters moved beyond checkout-counter collecting; by 2010, they were appearing as full-size mascots at a FamilyMart promotional event.