Japan House London x JNTO 'fukubukuro' lucky bags © Photo courtesy of Japan House London
While, like a box of chocolates, we never quite know what the year ahead has in store for us; Japan embraces the thrill of the unknown with its long-standing New Year tradition of ‘fukubukuro’ bags. Regardless of the outcome, it’s a fun way to start the year by testing your luck! This month, we’ve partnered with Japan House London for a Facebook giveaway to bring this unique Japanese custom to the UK with not one, but three mystery bags up for grabs, the grand prize containing goodies worth £103!
So, what is ‘fukubukuro’?
While the UK has Boxing Day, the prime time to hit the shops in Japan starts as soon as the New Year does with ‘fukubukuro’ sales. Made up of the Japanese kanji characters for ‘fortune’ and ‘bag’, ‘fukubukuro’ (福袋) are literal shopping bags filled with random assortments of goods. Almost anything and everything can be sold in fukubukuro, from clothing and beauty products to electronics, kitchenware and even food!
Sennichimae Doguyasuji Shopping Street in Osaka © OSAKA CONVENTION & TOURISM BUREAU
What makes fukubukuro so attractive is that the contents are being sold at a fraction of their original prices. It therefore comes as no surprise that teems of eager shoppers can be found lining the streets of Japan come the New Year period, waiting for the doors to open on their favourite brands and shops. Because who doesn’t love a bargain?
While the thrill of fukubukuro is in the surprise of what’s inside, some merchants will even release sneak-peeks of potential prizes on offer in the run-up to the season, in order to stir up the excitement and entice customers into taking the gamble. However, whether you’re hoping to win a particular item or going in blind, one thing is for sure: you’ll be getting more than the value paid!
Where did fukubukuro come from?
The origins of the fukubukuro craze are ironically as mysterious as the bags themselves, with many stories – legends if you will – about where and when exactly the first fukubukuro emerged. The earliest stretches back to the Japanese Edo Period (1603-1867) at Echigoya, a kimono shop in Tokyo, where the idea of selling fabrics by the bag at lower prices spread amongst competitors, and consequently the nation, like wildfire! With merchants being able to sell off excess inventory in one fell swoop and customers nabbing unbelievable deals, it was an irresistible win-win situation!
Yukata fabric store in Kaike Onsen, Tottori prefecture
Capitalising on the idea of turning over a new chapter and praying for good fortune ahead, fukubukuro soon became synonymous with the New Year, evolving into one of the most highly-anticipated shopping events of the Japanese calendar.
Japan House London's fukubukuro lucky bags © Photo courtesy of Japan House London
Fukubukuro in the UK
This year, you don't have to be in Japan to join in on the fukubukuro fun. In celebration of 2023, we've teamed up with Japan House London this month to bring this unique Japanese tradition to the UK, in an exciting Facebook giveaway to start the New Year on a high. Running until midnight on Sunday 15 January, be in for the chance to win one of three fukubukuro lucky bags all filled with JNTO and Japan House goodies, the first and biggest prize being collectively worth up to £103. And while the fun may be in the mystery, you can be sure that with Japan House at the helm, whatever you receive will be fabulous!
The exterior of Japan House London © Photo courtesy of Japan House London, photography by Jeremie Souteyrat
Japan House London
Prefer to know exactly what you’re buying? Then why not browse The Shop at Japan House London? Not only have the products been carefully curated by the team, the shop space has been designed to enable guests the opportunity to learn about the various Japanese artists, designers, manufacturers and regions from where each item comes, making it a truly unique shopping/gallery experience.
But wait, there’s more! Dedicated to sharing Japan’s rich and diverse culture, Japan House also organises and hosts a wide range of events, workshops and seminars for guests to immerse themselves in Japanese art, craft, architecture, technology, travel and food and drink.
The exterior of Japan House London showing the window display for 'The Carpenters' Line' exhibition © Photo courtesy of Japan House London, photography by Jeremie Souteyrat
Central to this experience is Japan House’s seasonal exhibitions, found in the Gallery on the lower ground floor of the building and free to attend. ‘The Carpenters’ Line: Working Heritage in Hida Takayama’ is the latest in Japan House’s impressive history of exhibitions, which explores 1,300 years of the master carpentry and craftsmanship of the Hida region, Gifu. This particular virtual exhibition ends on the 29 January 2023 so be sure to check it out before it finishes!
The Carpenters' Line virtual exhibition © Photo courtesy of Japan House London, photography by Jeremie Souteyrat
If after all that, you’ve decided to make 2023 the year you finally travel to Japan, you can also visit the JNTO Travel Zone on the ground floor of Japan House where you can discover and further discuss ideas for your Japan adventure through walk-in consultations. Pssst…it’s run by employees of yours truly!
Make sure to check out our Facebook giveaway with Japan House London before it closes at midnight (BST) on Sunday 15 January 2023, and don’t forget to follow us on Instagram, Facebook and Twitter!
