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Fukubukuro: Japan’s Exciting New Year Shopping Tradition

執筆者の写真: Narelle KatsumotoNarelle Katsumoto


As the year comes to an end, Japan kicks off one of its most exciting shopping events—fukubukuro! These 'lucky bags' are packed with surprise items, giving you the best bang for your buck. Whether you're hoping to snag something you've had your eye on or take a chance on a mystery deal, fukubukuro adds a fun twist to holiday shopping. If you love great bargains and a little excitement, don’t miss Japan’s end-of-the-year sales and lucky bags!


All About These Lucky Bags


Fukubukuro (福袋), or "fortune bags," are a fun and long-standing New Year’s tradition in Japan. Stores sell sealed mystery bags packed with random items at big discounts. The idea comes from Daikokuten, one of the Seven Lucky Gods, who is said to carry a bag of fortune—so in a way, you’re buying a little bit of luck!





The thrill of fukubukuro is in the mystery and value—the total worth of the items inside often adds up to way more than what you paid—sometimes even double! That’s why people rush to get them, with long lines forming outside stores as soon as the New Year starts. A quick word of caution, though:  since you can’t return or exchange anything, some people swap items with friends and family, making it a fun social tradition too. You can even reserve them as gifts for your friends for the year!





A Look Back at Fukubukuro’s History


Fukubukuro has been around for ages! It started back in the Edo Period (1603-1867) when kimono shops put together fabric bundles and sold them at a discount to clear out old stock. Then, in the early 1900s, Tokyo’s Matsuya Ginza department store took the idea and used it to sell extra goods—and it took off. Now, it’s a huge shopping event all over Japan, and even some stores in the US and UK have jumped on the trend.





What’s Inside a Fukubukuro?


Fukubukuro isn’t just for clothes—there’s something for everyone. Some of the most popular categories include:


  • Fashion & Beauty – High-end brands, trendy clothing, and luxury makeup sets.

  • Electronics & Gaming – Discounted gadgets, gaming consoles, and accessories from stores like Yodobashi Camera and Yamada Denki.

  • Food & Snacks – Gourmet sweets, premium coffee, and specialty treats.

  • Luxury & Experiences – "Hotel lucky bags" for high-end stays and "experience bags" offering unique activities like photography sessions or sports lessons.

  • Outlet Store Deals – Major outlets like Gotemba Premium Outlets (Kanto), Rinku & Sanda Premium Outlets (Kansai), and Mitsui Outlet Parks offer amazing discounts.


When and Where to Buy Fukubukuro


Fukubukuro sales usually start on January 2 and can last up to a week—if they don’t sell out first! Since you can’t see what’s inside, buying one is always a bit of a gamble, but that’s what makes it so exciting. Some people score amazing deals, while others might not be as lucky. To avoid the chaos, many stores let you pre-order online as early as November or December, and for really popular bags, you might even need to win a lottery just to buy one!


Best Places to Get Them





1. Pre-Order Online


If you don’t want to deal with the New Year’s shopping rush, good news—many stores let you reserve fukubukuro in advance! Pre-orders usually start in November or December, but they sell out fast. Some of the most popular bags even require a lottery to win a chance to buy one. If you’re hoping to snag a lucky bag, be sure to sign up early!





2. Outlet Malls


Love high-end brands or sports gear? Outlet malls are a great place to grab fukubukuro at bargain prices. Some of the best spots include:


  • Gotemba Premium Outlets (Kanto)

  • Rinku & Sanda Premium Outlets (Kansai) 

  • Mitsui Outlet Parks (various cities) – With locations across Japan, you might find one near you that’s less crowded!





3. Department Stores


If you want variety, department stores are the way to go. Shops inside offer fukubukuro filled with everything from beauty products to gourmet food. Some top department stores to check out include:


  • Mitsukoshi

  • Matsuya Ginza

  • Daimaru

  • Hankyu





4. Electronics Retailers


Tech lovers, this one’s for you! Stores like Yodobashi Camera and Yamada Denki offer fukubukuro packed with gaming consoles, accessories, and gadgets—often for way less than their usual price. Plus, you can earn extra points to use on future purchases!


5. Your Favorite Brands


Nothing beats your favorites. Many stores have their own fukubukuro sales, so if you have a favorite brand, keep an eye out! Follow their social media or sign up for their newsletters to stay in the loop and grab one before they sell out.


Tips for Shopping Fukubukuro





  • Plan Ahead: Do some research on the stores or brands you like so you know when and where to go. Some sell out fast!

  • Arrive Early: Popular stores have long lines before they even open, so getting there early gives you a better chance.

  • Check Online Reservations: Many stores let you pre-order or enter a lottery to avoid the crowds. It’s worth checking in advance!

  • Use Coin Lockers: If you plan to shop all day, stash your bags in a coin locker so you don’t have to carry them around. It makes things way easier!


Fukubukuro shopping is a fun and exciting way to kick off the New Year with great deals and surprises. Whether you’re in Japan or shopping online, it’s a tradition worth checking out—who knows, you might just get lucky!


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