Lucky Bags in Japan

Daiki YoshikuraTakahiko Yagashiwa

Genki Shirai

BT169 International Consumer Management

Fukubukuro (lucky bag)

Many goodsin a bag

On sale at beginningof the year

Cannot see what are in it→ judge lucky or not

Japanese do severe battlefor getting Fukubukuro ・・・

Why do they do that?

The first ○○ of the year is

a very big event for Japanese

First writing書初め

First praying初詣

First dream初夢

These are because・・・

　 New Year’s day isthe key of the new year

The logic behind these

Wish to pass the entrance exam

effort + luck = success

The luck’s unit is one yeare.x. There is yakudoshi (mean unlucky year)

So・・・

First shopping of the year→the beginning ○○ is most important

Cannot see what are in it →judge the luck of the year

Japanese buy Fukubukuro

Shibuya　109(2011)

Sales over 400mil for 4

yearsIncreased 10% compared to last year

64,000 customers

Still increasing their sales

What do they do?

Make lines

What do they do?

Exchange as soon as they buy

Skelton bags

http://blog.goo.ne.jp/meiten5/e/0dac3ae130eb6693154eefb6520b06ec

2008/12/17 Sankei

Fukubukuro that customer knows what it is in is being so popular.

Customer don’t want what they don’t need.Even its cheap.

Fukubukuro is changing

http://www.supotant.com/research/r101215.html

Takashimaya’s Fukubukuro

You can choose which product you want before buying it

Changes in FukubukuroBefore

-Have to go to the store to buy.-Going out as some kind of event.-Cheap and many items (some times not good).

New Trend

-Buy on Internet-Know what is inside before you buy-Product used for fukubukuro is not leftovers.-Reserved Fukubukuro

New way to buy Fukubukuro?

Internet related technologies being more evolved→ younger age people getting use to internet.

Customers prefer “certainty” than having the thrill of what they can get.

InternetReservedKnow what’s inside

Excitement

Saving

In the future…

People might need to wait for getting reservation for Fukubukuro…

Like taking the reservation for a seminar of a company.

How will the way of buying Fukubukuro will change? Young people have some

excitement for their shopping but on the other hand, many people prefer buying on internet.

More moving towards internet purchase in the future.

Thank you for listening