Understanding Autumn in Japan: Seasonal Preferences and Concerns in 2026

As the air turns crisp and the days grow shorter, Japan welcomes another autumn season, underscoring the unique cultural connection the nation shares with this transitional period. Recently, Cross Marketing conducted a comprehensive survey with a sample of individuals aged 20 to 69 across the nation, aimed at exploring how people perceive and engage with autumn in 2026. This article delves deep into the survey findings, reflecting both the delights and worries associated with the season.

Awakening to the Autumn Spirit

About 40% of respondents indicated that the arrival of autumn is felt through the chilly morning and evening air, while the earlier sunset also signals the change of seasons. Other subtle indicators include the moderation of daytime heat and the resonant sounds of autumn insects such as the bush cricket, noted by around 30% of those surveyed.

Culinary Faves of the Season

Participants were asked about their favorite autumn foods, and unsurprisingly, mackerel (sanma), pears, and chestnuts claimed the top three spots. The preference for these seasonal delights tended to increase alongside age; however, sweet potatoes garnered significant popularity among the younger demographic, particularly those in their 20s to 40s.

Autumn Activities to Embrace

When it comes to activities people wish to pursue in the fall, enjoying seasonal delicacies topped the list at 25.4%. This was closely followed by visits to see the autumn foliage and partaking in outdoor activities like walking or sports. Interestingly, food-related activities drew more interest from women, who particularly expressed a desire to cook with seasonal ingredients.

Growing Economic and Environmental Concerns

Despite the beauty of autumn, participants expressed concerns regarding rising costs and living expenses, as well as natural disasters. These issues ranked as the top two worries for many, especially among individuals in their 40s to 60s. In particular, those in their 60s highlighted apprehensions about unpredictable weather and agricultural impacts due to natural calamities that could lead to rising food prices.

Anticipated Autumn Events

While the season brings worries, it also offers joy through various cultural events. Many look forward to activities like foliage viewing (momijigari) and celebrating the mid-autumn festival (Tsukimi). Other popular anticipated events include Halloween and flower viewing events featuring seasonal blooms like cosmos. There's a noticeable difference in anticipations; for example, while older generations favor traditional events, younger respondents are particularly excited about Halloween festivities.

In summary, the survey reveals a complex interplay of enjoyment and concern as the Japanese populace navigates the autumn months of 2026. With cherished traditions and seasonal foods shaping the experience, it's a season defined not only by its bountiful harvest but also by the pressing realities of modern life. As autumn unfolds, it invites people to relish its beauty while remaining mindful of greater challenges.

Survey Methodology

Method: Internet research using Cross Marketing's self-administered questionnaire tool, QiQUMO.
Region: Nationwide across all 47 prefectures.
Participants: Males and females aged 20-69.
Period: September 4-6, 2026.
Sample Size: 1,100 valid responses.

Company Overview: Established in April 2003, Cross Marketing, located in Tokyo's Shinjuku district, specializes in marketing research, providing insights that assist businesses in making informed decisions.