Family Mart has adjusted its "Friendly Time" schedule, moving the bento discount from the original evening 5 PM to 10 AM. This change has surprised customers, who are now able to purchase discounted bentos during lunchtime. The current "Friendly Time" for some bentos runs from 10 AM to 5 PM, and this initiative has been in effect for over a week, sparking discussions and shares among the public.

Users on social media have noted that the likelihood of seeing discounted bentos during this time has increased, greatly expanding their choices compared to when only rice balls were available. While some netizens mention that fewer discounted items are available at noon, the overall response has been enthusiastic, and the concept of "Friendly Heroes" has received praise.

Family Mart actively promotes the "Friendly Time" mechanism to reduce food waste, in line with the United Nations' Sustainable Development Goal SDG 12.3. According to staff, during peak hours, students and office workers often arrive early to pick their meals, referring to themselves as "Beggars Superheroes," waiting patiently to check out once their desired time arrives.