Fukubukuro: The Art of the Lucky Bag in Japanese Consumer Culture

The New Year in Japan brings with it a fascinating commercial tradition that perfectly encapsulates the Japanese approach to retail psychology, consumer behaviour, and cultural values: the fukubukuro (福袋), or “lucky bag.” This distinctive practice, which sees retailers across Japan offering sealed bags filled with mystery merchandise at significantly reduced … Fukubukuro: The Art of the Lucky Bag in Japanese Consumer Culture