Department stores and retailers in Japan offer Fukubukuro as part of their New Year's sales, featuring a mystery assortment of goods within a single bag of undisclosed contents. The term "fukubukuro" comes from the large sack carried by Daikokuten, one of the Seven Gods of Good Fortune. It was believed that this fukubukuro contained happiness and good fortune, which Daikokuten would generously share with the people.

These grab bags hold an irresistible appeal for two reasons. First, they offer a remarkable value for your money. Typically, the fukubukuro’s contents surpass the bag's actual selling price in worth. You’ll usually find the estimated total price of the fukubukuro indicated at the time of purchase (such as “equal to sale price of 3,000 yen”), enticing buyers to snag these discount bags without hesitation. Some are even sold for less than half of their original price! On the first day of sales, customers queue up to grab these lucky bags, often sparking a competitive rush to claim them.

Second, there’s the element of surprise that comes with selecting and unveiling a bag without knowing what’s inside. In general, the contents of each fukubukuro vary from bag to bag, leaving the outcome entirely to chance. Imagining what treasures lie inside is just one of the things that make fukubukuro shopping so fun!

It's important to note that once a fukubukuro is opened, it cannot be returned or exchanged, regardless of its contents. If you find that the items inside are not quite what you expected, consider swapping with friends or family who bought their own bags and have also received items that don't match their tastes.

In the past, fukubukuro were primarily sold by clothing and general shops in department stores and commercial outlets. However, the genre has recently expanded to include a diverse array of new offerings.

These modern variations include the Car Fukubukuro, featuring multiple cars as potential prizes, the Hotel Fukubukuro, which includes Royal Suite accommodations and restaurant vouchers, and the Artwork Fukubukuro, including works of art by world-renowned artists.

There’s also a number of buzz-worthy grab bags being sold each year, including "experience grab bags,” offering visitors unique opportunities you wouldn’t usually find elsewhere. Examples range from stationmaster experiences and professional photoshoots, to private lessons with a professional soccer player.

Prices usually range from 1,000 to 20,000 yen. On the higher end, there are more luxurious options like jewelry, usually found in department stores, and trendy experience fukubukuro which can command prices in the range of hundreds of thousands to even millions of yen!

Here are some of the main outlets in Japan in which you can find fukubukuro every year. These are just a few examples, as in Japan, fukubukuro are sold at a variety of places throughout the country, from individual shops to large-scale outlets.

Traditionally, fukubukuro were exclusively sold during the initial sales following New Year's. But recent trends witness customers now able to make advance reservations online, opting for delivery by mail or in-store pickup. Popular fukubukuro are often limited in quantity, and are often only available through lottery drawings or on a first-come, first-served basis. Information regarding fukubukuro is typically released around November each year. So if you have your eyes on a fukubukuro from a particular store, we recommend checking their website for details as soon as they become available.

In addition, although one of the thrills of fukubukuro shopping is the mystery of its hidden contents, recent trends show an increasing number of fukubukuro that reveal their contents in advance.
And while this may lessen the element of surprise, we recommend these bags for seeking security in their purchases, ensuring they won't receive items they do not want.

If you're keen on buying a fukubukuro, it's advisable to visit department stores, shopping malls, and retailers as early as possible on the first day of sales (usually January 2). Popular items tend to sell out quickly, long queues forming out the door before the stores even open. However, most stores usually offer a selection of well-stocked grab bags, too. Before the pandemic, there were also dedicated grab bag sections catering to foreign tourists in Japan, offering fukubukuro in English containing Japanese leather goods, towels, umbrellas, and various other items.

Given that sales methods for popular brand fukubukuro vary across different brands, it's advisable to visit the official websites beforehand so you can confirm whether advanced reservations are required, if a lottery is being held, and how to receive your bag.

In general, unlike the traditional fukubukuro sold in stores on New Year's Day, popular ones often require advanced reservations online or in-store during November or December. For highly sought-after brands, purchases may be restricted to lottery winners only.

Be sure to note that reservation windows are often brief, and that these bags tend to sell out quickly.

Because most online sites cater primarily to residents within Japan, most are only available in Japanese and do not offer international shipping. If you don’t have any acquaintances in Japan to help you, opt for an online fukubukuro that allows in-store pickup during your visit, rather than relying solely on online purchases. As most websites lack multilingual support, you may need to rely on automatic translation tools before your visit to navigate them effectively.

Here is a list of fukubukuro from popular Japanese coffee chains like Tully's Coffee, and food establishments like McDonald's. Please note that many of these popular fukubukuro require advance reservations and tend to sell out quickly.

Overview
Cafe Lexcel, Doutor Coffee's specialty coffee brand, has partnered with the Scandinavian-designed lifestyle brand kippis® to present the 2024 Happy Bag. These bags feature kippis® products such as shop-exclusive boa tote bags, carry-on travel bags, travel packing pouches, and a variety of other items, depending on their respective prices. Other items include drip coffee, complimentary drink vouchers, and food share tickets.

Available in stores at four different price ranges: 1,000 yen, 3,000 yen, 5,900 yen, and 7,900 yen. Online you’ll find two options available at 5,900 yen and 7,900 yen (all tax included).


Purchasing, Lottery, and Reservations

In-store reservation period: November 9 - December 11, 2023.
Online reservation period: November 9, 2023 - January 4, 2024.
In-store sales only available at Cafe Lexcel starting December 21, 2023 (see link below for locations). Advanced reservations recommended as quantities are limited (reservations are currently open).

Overview
Cafe Veloce's fukubukuro features an assortment of black cat themed goods, including a quilted bag with different colors inside and out, a blanket, a pouch with a charm, five food vouchers, and a box of original drip bags (five servings).

The combined value of everything in the bag is 6,040 yen (tax incl.), making this a real bargain! The Fluffy Black Cat Blanket is a versatile 3-way blanket that can be used not only as a lap blanket, but wrapped around the waist or draped over the shoulders. The quilted bag is available in two colors.

Purchasing, Lottery, and Reservations　

Available in stores in limited quantities from December 4, 2023. While supplies last. Online sales note available.

Overview
Tully's Coffee's 2024 Happy Bag comes in three varieties. The 4,400 yen bag includes a light and convenient bucket-shaped tote bag, Brazilian beans with a balanced richness and apricot-like fruitiness, Single Serve Original Blend, five drink vouchers, Tully's Honey Candy, and a dragon-themed teddy bear symbolizing the zodiac sign for 2024.

The 7,000 yen bag (tax included) includes a milk frother, and the 10,000 yen bag (tax included) includes four types of beans and brewing equipment. On-line sales will include these bags plus a 15,000 yen set (tax included) for a total of four options.

Purchasing, Lottery, and Reservations　

In-store reservations start November 8, 2023. Pickup window from December 15-21, 2023. Regular in-store (non-reservation) sales start December 15, with a limit of five per person.
Online sales start December 15, with pre-orders for the 15,000 yen set starting at 11:00 a.m. on November 8.

Overview
The 2024 fukubukuro from nana's green tea's features an original glass, a pink Imabari towel handkerchief embroidered with a green tea roll cake design, two kinds of pound cake, Uji sencha and hojicha tea bags, and a gift card for 5,000 yen (tax incl.). The 8,500 yen (tax incl.) bag also includes two Hagi-yaki plates, perfect for serving sweets or fruit, and genmai-cha tea bags.

Purchasing, Lottery, and Reservations　
In-store reservations start on December 1, 2023. Conditions vary by location, with some accepting advanced in-store reservations, and others selling only on the day of release, so be sure to check at your individual store.
Also available through the nana's green tea official online shop.

Here are the fukubukuro sold by some of Japan's leading brands. Many of these lucky bags contain items that far exceed their selling price, making them incredible deals!

Outline
These original bags, featuring new designs every year, are stuffed with an assortment of teas, canisters, baked sweets, tea vouchers, and more, and are adorned with an adorable bear motif.

Available in two 5,000 yen (pictured left) and 10,000 yen (pictured right) limited-edition designs, both in-store and online. The 10,000 yen bag includes 9 popular teas (like Earl Grey, Darjeeling, and Strawberry) for a delightful home-tasting experience.

Purchasing, Lottery, and Reservations　

Advanced online reservations start November 30, 2023 via the In-Store Pickup Reservation Site for Afternoon Tea Tea Rooms, Afternoon Tea Bakeries, and Afternoon Tea locations throughout Japan. In-store pickups start December 18 at various locations, as well as regular in-store sales. Available online from November 24, while supplies last (limit of 3 per person).

Overview
Cosme Kitchen's Cosme Kitchen Happy Bag 2024 features a total of 14 items, including Moist Shampoo, Repair Treatment, Moisture Lotion, Sesame Oil, Shampoo & Conditioner, and an original eco bag. Valued at around 19,943 yen (tax included), the bag offers a discount of approximately 56%, making it an incredible deal! The eco-bag, crafted from 100% recycled plastic bottles, comes in soothing earth tones that ensure lasting usability without losing appeal.


Purchasing, Lottery, and Reservations　
Scheduled to go on sale at all Cosme Kitchen locations on January 1, 2024. For online sales, pre-orders start at 10:00 a.m. on November 14, 2023, and regular sales at 10:00 a.m. on January 1, 2024.

Department stores typically offer a wide array of fukubukuro during their New Year's sales events, encompassing fashion, cosmetics, food, household items, and more. Among them, there are some special deluxe fukubukuro that garner lots of attention every year.

Here's a list of some of the most discussed and distinct fukubukuro. However, please be aware that purchasing conditions may vary, such as limited quantities only available through lottery, advanced reservations, and shop-limited exclusives, so we recommend checking in advance.

Overview　
Several unique fukubukuro offerings are available, from a sashimi boatload and crab eating contest to a hearty dish of "Dragon Meat," representing the dragon, the Chinese zodiac sign for the year 2024. There’s even a baseball lesson experience by a former professional baseball player!

Others include a monthly subscription bag of seasonal fruits, and a special goodie bag containing 2,000 yen worth of food and drink vouchers for 45 dining establishments in the restaurant district, which was available through a lottery that saw nearly 375 times as many entries last year.

For an even more extravagant option, there’s the "Shofuku Kaiun Fukubukuro,” priced at 20,240,000 yen (tax incl.) and featuring traditional Japanese coins, known as ochoshi and oban, of pure gold.

Purchasing, Lottery, and Reservations

The above-mentioned project fukubukuro are exclusively available through a lottery system. To participate, either fill out the specified application form online on the Tobu Department Store website or complete and deposit it into the application box at the designated in-store application corner (located on B2F for Tobu Department Store Ikebukuro main branch). Winners will be notified by phone after January 4, 2024.

Overview
The Takashimaya Department Store will be offering an intriguing fukubukuro lineup. One is the "Only One in the World! Your Very Own Personal Moving Sauna" bag. Priced at 2,200,000 yen (tax included) and with just one unit available, this mobile sauna, capable of being installed on a vehicle for transport, will be sold via lottery. Their other unique offerings include one called “A One-of-a-Kind Portrait of You by Your Favorite Cartoonist!” (limited to 3 people, Shinjuku store only, sold by lottery) for 2,024 yen (tax incl.), amongst others.

Purchasing, Lottery, and Reservations
The "Only One in the World! Personal Moving Sauna" fukubukuro will be available through lottery at Takashima stores between January 2-3, 2024.
“A One-of-a-Kind Portrait of You by Your Favorite Cartoonist!” available at Takashimaya Shinjuku Store on the same day by lottery.

Overview
Sogo Seibu's lucky bags adopt a 'smile' theme this year. Amongst the unique offerings, there’s the “Illustration by Kin Shiotani Fukubukuro” for 20,240 yen (tax included, limited to 10 pieces by lottery), and the "Seibu Railways Fukubukuro Bag Full of Smiles" for 20,240 yen (tax included, limited to 12 sets by lottery), offering visitors the chance to experience being a stationmaster at Seibu Railway's Ikebukuro Station.

Purchasing, Lottery, and Reservations

Both the “Illustration by Kin Shiotani Fukubukuro” and the "Seibu Railways Fukubukuro Bag Full of Smiles" will be available for purchase at the Seibu Ikebukuro main branch from January 1-3, 2024 by lottery application.

Overview
The event’s theme is "Everyone's Favorite Fukubukuro”. For fans of Depa-chika (department store basement floors), we recommend the "Bento-Lovers’ Depa-chika Bento Conquest Fukubukuro!" This bag allows you to enjoy bento from nearly 40 shops in Hoppe Town, located on the basement floor of Daimaru Tokyo Store, at your convenience! (50,000 yen, tax included, only 5 available).

Other unique grab bags going on sale include the "Whiskey Lovers Karuizawa Komoro Distillery Special Whiskey Barrel Fukubukuro” for 7,770,000 yen (tax included, only 1 available), where you can enjoy the entire whiskey-making process, from cask filling to label design and bottling.

Purchasing, Lottery, and Reservations
Sales method still to be determined as of November 16, 2023. Details will be announced on the website once finalized.

Any lucky bag you grab is sure to be chock full of exciting surprises! While naturally there will be many items you can grab in stores on the first day of sales, others may require advance reservations or lottery participation. So if you're visiting Japan during the New Year, don't miss your chance to snag a fantastic deal with fukubukuro and experience the spirit of the Japanese New Year!

*Information in article as of November 2023. Please see official websites for the latest updates and information.


English translation by: Krys Suzuki