Japan has been making waves in recent years as a haven for shopaholics, thanks in part to a favorable exchange rate. Many travelers flock to the country with empty suitcases and full wallets, eager to spend on everything from cult domestic fashion brands to kawaii mascot goods and high-tech toilet seats. But did you know that if you time your trip just right, you can score even bigger deals? There’s a specific period in Japan—much like Black Friday in the United States—when regular prices are thrown out the window and stores roll out massive discounts, lucky bags, and limited-time offers. This is Hatsu-uri, or the New Year sale.
What is Hatsu-uri?
Popular department stores in major shopping districts like Ginza kick off the New Year with huge sales.
Every year on January 2nd, stores across Japan—from major department chains to small local boutiques—kick off the New Year with massive sales that ignite a nationwide shopping frenzy. Shoppers line up early, braving the crowds for a chance to snag unbeatable deals, limited-edition items, and the thrill of making their first big purchase of the year.
At one of Nihombashi’s famous department stores, the ceremonial Hatsu-uri opening unfolds against a backdrop of striking seasonal décor. Photo courtesy of Isetan Mitsukoshi.
At Nihombashi Mitsukoshi Main Store, a grand noren curtain is draped over the iconic Main Entrance, where staff dressed in traditional kimono warmly welcome guests in a heartfelt gesture of thanks and hospitality. The store, which is Japan’s very first department store, also hosts a number of New Year’s events, including an in-store performance of an Edo-period firefighter ritual. Other historic department stores such as Isetan, Tokyu, Sogo and Seibu host traditional lion dances to welcome good fortune. It’s a unique opportunity to witness an enduring tradition from old Tokyo, brought to life with authentic costumes and historical flair.
What are the origins of Hatsu-uri?
Other New Year “firsts” observed in Japan include Hatsu-hinode—the tradition of watching the first sunrise of the year.
New Year is considered an especially sacred and auspicious time in Japan, and Hatsu-uri (meaning “first sale”) is just one of many cherished hatsu (“firsts”) that people take part in to welcome the year. From the first shrine visit to the first sunrise, these traditional “firsts” are all about starting the year afresh, with positivity and hopes for good fortune.
What are fuku-bukuro?
The thrill of fuku-bukuro lies in the element of surprise.
The highlight of Japan’s New Year sales is undoubtedly the fuku-bukuro, or “lucky bags”—mystery grab bags filled with surprise items worth far more than their purchase price. Offered by retailers including major department stores and boutique brands—both domestic and international—these bags typically range from ¥1,000 to ¥20,000 or more. Generally, the higher the price, the bigger the payoff.
Part of the appeal lies in the thrill of the unknown, turning every bag into a mini treasure hunt. And for many, the anticipation while waiting in line only adds to the excitement of the experience.
What can be found in fuku-bukuro?
Fuku-bukuro from popular apparel brands are often categorized by size, ensuring a perfect fit every time.
There’s no limit to the variety of fuku-bukuro on offer—everything from clothing and accessories to hotel stays, shopping vouchers, beauty products, experiences, and even practical everyday items. Some of the most coveted lucky bags come from places like the Pokémon Center, Mister Donut, Yodobashi Camera, and of course major department stores. Offerings also vary by region, with each area putting its own unique spin on the tradition.
Luxury fuku-bukuro offered by high-end brands can fetch prices in the millions of yen.
Some fuku-bukuro are so extravagant they make headlines—like luxury department store bags filled with high-end jewelry costing millions of yen, or gold-themed bags packed exclusively with gold items for an extra dose of good fortune. Whatever your passion, there’s likely a lucky bag made just for you—from otaku culture and anime goods to all things kawaii.
How to get a fuku-bukuro
Fuku-bukuro are often packaged in bright red bags, a color symbolizing good luck and fortune.
In the past, scoring a coveted fuku-bukuro often meant lining up in the early hours—sometimes even camping out overnight to secure one of the limited bundles available! While that thrill remains, many retailers now offer online reservations or hold advance lotteries, giving lucky winners the chance to purchase without the wait. The most popular brands sell out extremely quickly, so it pays to plan ahead. Details about upcoming fuku-bukuro are usually announced in the fall, giving shoppers plenty of time to strategize.
Modern twists on the traditional fuku-bukuro
Maximize your Japan haul with carefully chosen fuku-bukuro lucky bags.
The fuku-bukuro tradition has come a long way from its roots. While many shoppers still love the mystery, some stores now reveal exactly what’s inside—perfect for those who want the deal without the gamble. Others ramp up the suspense with “hit or miss” gamble bags that keep you guessing until the last moment. As lifestyles change, so do the bags: today, you’ll find everything from practical sets of baby clothes and pet goods to clever offerings like “food loss reduction” eco bags, packed with frozen foods at unbeatable prices.
Other savings to be made during Hatsu-uri
Enjoy the festive New Year vibe with streets lit up during the lively sales season.
While fuku-bukuro may take center stage, Hatsu-uri doesn’t end there. January 2nd also marks the start of massive New Year sales, with stores slashing prices on winter clothing, accessories, gadgets, and more—making it one of the best times of year to shop in Japan. Streets are often still aglow with illuminations, allowing shoppers to browse bargains while soaking in the special New Year atmosphere.
Some popular shopping districts include Shibuya, Ginza and Nihonbashi, as well as various locations in Osaka and Kyoto.
For more information on where to shop:
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