#Japan #Shinjuku #Cross Marketing #Year-End Cleaning #Cleaning Preferences

Year-End Cleaning Habits: Insights from Cross Marketing's 2025 Survey

As the year-end approaches, a survey conducted by Cross Marketing, based in Shinjuku, Tokyo, has shed light on the cleaning habits of Japanese people aged 20 to 69. With less than a month left in 2025, the survey reveals that 71.3% of respondents engage in a thorough cleaning known as 'oseibo.' It’s a tradition that many embrace as a way to prepare for the New Year, and the survey collected insights into when, how, and why individuals partake in this extensive cleaning ritual.

Key Findings

The survey indicates that 34% of respondents schedule their year-end cleaning specifically for December, split between those who prefer early December and those who wait until the end. Conversely, 28.6% do not have a set time for their cleaning. Interestingly, younger respondents in their 20s and 30s are less likely to engage in this practice, pointing to generational shifts in cleaning behaviors.

Who Cleans?

When asked who takes on the responsibility of this thorough cleaning, an overwhelming 87.2% indicated that they perform it themselves. Only 36.4% mentioned sharing the task with a spouse or partner, with this percentage significantly lower among women. This trend reinforces the notion of individual responsibility when it comes to maintaining a clean living environment during the busy holiday period.

What Gets Cleaned?

The survey also explored the specific areas people focus on during their year-end cleaning. The following were highlighted as the most commonly cleaned areas:

• - Bathroom
• - Toilets
• - Windows and screens
• - Kitchen exhaust fans and hoods
• - Stovetops and surrounding areas

These findings suggest a strong emphasis on hygiene, particularly in spaces that experience high usage.

Attitudes Toward Cleaning

Participants expressed mixed feelings about year-end cleaning. While many feel rejuvenated and clearer in mind after cleaning, others find it burdensome and stressful due to the time and effort required. Statements like "cleaning makes me feel refreshed" contrasted with sentiments of exhaustion when striving for perfection.

Preferred and Least Favorite Cleaning Tasks

Interestingly, the tasks that people enjoy, such as tackling mold in the bathroom and cleaning exhaust fans, stand in stark contrast to those they dread, like dealing with stubborn grease and cleaning toilets. These dislikes predominantly involve the kitchen and bathroom, emphasizing the challenge of maintaining hygiene in these crucial areas. After finishing, many reported feeling calm and rejuvenated from a clean space.

Survey Methodology

This survey was conducted using an online research method through Cross Marketing's self-served questionnaire tool, QiQUMO. The data was collected from all 47 prefectures across Japan between November 28 and 29, 2025, with a total of 1,100 valid responses. It's worth noting that due to rounding, the stated percentages may not sum to 100%.

For further insights and data analysis, you can access Cross Marketing's report here.

About Cross Marketing

Cross Marketing was founded on April 1, 2003. Headquartered in the Tokyo Opera City Tower, the company specializes in marketing research and consulting services.
For press inquiries, please contact:
Phone: 03-6859-1192
Email: [email protected]

As Japan prepares for another New Year, understanding these cleaning habits not only reflects cultural traditions but also offers a glimpse into the evolving dynamics of household responsibilities.