"There seems to be a special shopping experience that you can only enjoy during the New Year in Japan."
Perhaps many of you have heard such a story?
The name of that experience is "fukubukuro(lucky bag)." In short, it is like a "surprise set" where you don't know what is inside the bag. You purchase it trusting the brand or shop without seeing the contents, and you enjoy the thrill of opening the bag. That is the appeal of fukubukuro.
During the New Year period, fukubukuro appear everywhere—from department stores and fashion brands to electronics mass retailers, convenience stores, and even popular character shops. Above all, because of the great deals and sense of specialness, it has become such a popular event that many people line up early in the morning every year to shop for fukubukuro.
This article carefully explains questions such as "What exactly is a fukubukuro?", "How do I buy one?", and "Can foreigners enjoy it too?" For travelers, the fukubukuro experience, like a treasure hunt, is a valuable chance to feel close to Japanese New Year culture. Please use this guide as a reference and add a little "luck challenge" to your trip.
1. What is Fukubukuro?
Fukubukuro refers to a special set where multiple products are packed in a bag, and you can purchase them together at a discounted price. The main feature is that you don’t know the contents until you open the bag.
Prices vary widely, ranging from 1,000 yen to tens of thousands of yen, and the contents and styles differ depending on the store selling them. For example, apparel shops have clothing assortments, cosmetics brands have skincare sets, and food manufacturers include sweets or seasonings inside.
This culture is unique to Japan and is sold at commercial facilities and online shops across the country from January 1st to 3rd every year, becoming a traditional event at the start of the year. For many people, the image of "New Year's shopping = fukubukuro" is well established, and it is one of Japan’s symbolic New Year cultures rather than just a sale item.
2. Origins of Fukubukuro
The roots of fukubukuro surprisingly go back to the Meiji era (about 100 years ago). The first to sell fukubukuro are said to be long-established department stores like “Matsuya” and “Mitsukoshi” in Ginza, Tokyo. Back then, it started as packing leftover goods from the previous year into bags and selling them cheaply.
The character "fuku" carries positive meanings such as "good fortune," "prosperity," and "abundance." The name fukubukuro became established with the idea of bringing this "fortune" home in the New Year.
Originally, fukubukuro served as a means of inventory clearance, but gradually it has been enjoyed as a "luck challenge" at the beginning of the year and has now developed into a major New Year event that people all over Japan look forward to.
3. Types of Fukubukuro
Modern fukubukuro have become very diverse, with a wide range of genres and price options. Here are some representative types.
Fashion-related Fukubukuro: 3,000–20,000 yen
Sold by apparel brands and shoe stores, these sets include jackets, sweaters, skirts, shoes, etc. They are often far better deals than buying at regular prices and are especially popular among young people.
Cosmetics Fukubukuro: 2,000–10,000 yen
Packed with skincare products, makeup items, trial sizes, etc. Especially recommended for female tourists who want to try Japanese brands' quality at a good value.
- Food Fukubukuro: 1,000–3,000 yen
May include Japanese sweets, instant ramen, or regional specialties. Many purchase these as souvenirs. Electronics Fukubukuro: 10,000–100,000 yen
Contains items like earphones and beauty appliances; relatively high-priced fukubukuro. If lucky, the content value can be several times the retail price.
Luxury Fukubukuro (jewelry, travel coupons, etc.): 100,000 yen–1,000,000 yen
Includes luxury watches, jewelry, hotel vouchers, and experiential gifts, with very limited quantities.
- Customized Fukubukuro
Types where you can choose the contents in advance. For example, "choose 5 items for ○ yen" format, making it less likely to fail and safer to buy.
4. Modern Fukubukuro
In recent years, besides the traditional "unknown contents" style, fukubukuro with visible contents and selectable themes have increased in variety.
Especially in online sales, many publish photos of the contents beforehand, creating a system where customers can purchase with confidence. Also, the contents of fukubukuro nowadays often include not only "good deals" but also "limited" or "non-sale" items, offering special experiences and value.
Furthermore, for travelers interested in Japanese pop culture, fukubukuro from anime characters and game brands are very popular. Official shops of Studio Ghibli, Sanrio, Pokémon, etc., sometimes include fukubukuro limited goods and figures, attracting fans from all over the world.
5. Why Fukubukuro is Popular
So, why is fukubukuro so popular?
First, because you get "value greater than the price." For instance, buying a fukubukuro for 5,000 yen that contains products worth over 10,000 yen is not uncommon. This is purely a great deal.
Second, the excitement of "not knowing what's inside." The thrill that you don't know the result until you open it has a gambling-like charm, and many people look forward to this annual event.
Third, the "limited and special feeling." Since fukubukuro are sold in limited quantities and for a limited period, obtaining one itself becomes an achievement. Moreover, since the contents vary by bag, it feels like a treasure hunt.
"Whether it’s a hit or miss for me is the fun to discover after opening."
This feeling perfectly matches the Japanese spirit of "testing your luck" and "inviting good fortune," creating experiential value beyond mere shopping.
6. Points to Note When Buying Fukubukuro
While fukubukuro are fun, there are some points to be careful about when purchasing.
First is that "returns and exchanges are not possible." Most fukubukuro cannot be returned after purchase. Therefore, if the bag contains items in sizes or colors that don’t suit you, you often cannot exchange them.
Next, sometimes "you need to line up early in the morning." Especially popular brands or limited fukubukuro often form long lines from early morning, and sometimes numbered tickets are distributed beforehand. Be sure to check the sales start time and place.
Furthermore, it’s necessary to understand that "there is a possibility of being inventory clearance." Especially for inexpensive fukubukuro, the contents may mainly consist of leftover items or items with limited sizes. It is recommended to check past reviews and SNS information in advance.
Also, be aware that buying heavy and large fukubukuro may cause trouble during travel or when bringing them back on a plane.
7. Where to Buy Fukubukuro
So, where exactly can you buy fukubukuro?
Generally, fukubukuro are sold at the following places.
- Large shopping malls (Lalaport, Aeon Mall, etc.)
- Department stores (Mitsukoshi, Isetan, Takashimaya, etc.)
- Fashion buildings (Lumine, Parco, Marui, etc.)
- Electronics mass retailers (Bic Camera, Yodobashi Camera, Yamada Denki)
- Character shops (Pokémon Center, Sanrio Shop, etc.)
- Duty-free shops at airports and stores inside station buildings
- Variety shops like Don Quijote, Loft, Tokyu Hands, etc.
- Convenience stores (7-Eleven, Lawson, etc.)
- Online shops (Rakuten, Amazon, brand official EC sites, etc.)
Particularly, purchasing online often allows pre-reservations, making it easier to fit your travel schedule. At the end of the year, many brands announce "reservation fukubukuro" information, so it's good to check them in advance.
Also, in urban areas, "fukubukuro maps" and "fukubukuro calendars" are sometimes published, allowing you to plan and visit multiple stores efficiently.
In Conclusion
Fukubukuro is not just shopping. It is a kind of "luck challenge" that lets you experience a uniquely Japanese culture and becomes one of the special events marking the start of the year. The surprise and joy you feel the moment you open a bag with unseen contents remains an enjoyment that does not fade even in the digital age.
Not only can you get products at a great value, but fukubukuro also lets you touch upon the seasonal feelings and values unique to Japan. It is an event worth experiencing at least once for all visitors.
Next New Year, be sure to add "fukubukuro" to your shopping list. What’s packed inside the bag is surely not just things, but a little memory and the very essence of Japanese culture.
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