Updated November 12, 2024

Japanese culture finds fun in the New Year’s period by placing a lot of emphasis on the “first of the year” activities.

Hatsuuri is the Japanese word for the first sales of the New Year. At this annual event, thousands of people line up outside stores waiting to buy a Fukubukuro. The bags are usually available from January 1st through January 3rd.

Often people will begin lining up to buy Fukuburo several days in advance, knowing that the bags will sell out within only a matter of minutes. Sales people will periodically make announcements to the people waiting in the lines to inform them of the rate at which the stock is declining, or if the bags have sold out! These sales people are easily recognizable since they usually speak into megaphones and wear Happi coats – lightweight cotton festival jackets with baggy sleeves and a sash around the waist.

Fukubukuro are meant to be tangible versions of the lucky bags that the Japanese gods are thought to carry around.

 By Nesnad (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0) or GFDL (http://www.gnu.org/copyleft/fdl.html)], via Wikimedia Commons

Fukubukuro are bags that sell for around 10,000 yen, which converts to approximately 100 USD. The contents of these bags are a mystery, but they often contain products that value THREE times as much as what the customers pay for the bag! Although the contents of the bags are often a mystery, the store will typically print out a sticker attached to the bag, reading the number and types of items included. The bags are known as lucky bags since the luckiest consumers will get the best deal for what they pay. If you get a really great deal (which, typically you will), you are thought to be blessed with a lucky year ahead!

By Solomon203 (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons

Serious Fukubukuro enthusiasts will post the contents of their mystery bags online and arrange trades to ensure they receive the Fukubukuro with the contents they most desire!

By Yosomono (IMG_2009) [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons

Some higher end stores will sell Fukubukuro for a much higher price, but will include in the metaphorical “bag” items such as electronics, recliner chairs, flights, or even houses. Last year, the Matsuzakaya Department Store sold a Fukubukuro for 100 million yen, (Approximately 830,000 USD) that contained a pure gold tea kettle. Other luxury department stores last year gave away precious-jewel rings and helicopter rides.

Chris 73 / Wikimedia Commons [GFDL 1.3 (www.gnu.org/licenses/fdl-1.3.html) or CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons

Since the Fukubukuro is a Japanese-originating tradition, it used to be only department stores that would sell them. However, larger international brands have recently begun joining the custom by offering Fukubukuro during the New Year’s period in their Japan store locations. The Apple store is amongst the few large international corporations to get involved with the Hatsuuri!

By Jnn (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html), CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0/) or CC BY-SA 2.5-2.0-1.0 (http://creativecommons.org/licenses/by-sa/2.5-2.0-1.0)], via Wikimedia Commons

The Fukubukuro was originally a mystery tradition, but modern stores will reveal the Fukubukuro contents to show customers what a bargain they are receiving.

By Nesnad (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0) or GFDL (http://www.gnu.org/copyleft/fdl.html)], via Wikimedia Commons

Fukubukuro is a very fun tradition - whether you are more of a mystery luck type person, or a “look before you leap” type person. Some brands require that you purchase a ticket in advance, so if you are planning on heading out to obtain a Fukubukuro, be sure to do some research on the store you want to purchase from and that store’s Hatsuuri process! Book your trip to Japan today for the New Year’s period to relish in this uniquely Japanese tradition.