#Japan #Tokyo #Cross Marketing #Summer Lucky Bags #Food Items

Summer Lucky Bags: Growing Popularity in Japan

In recent years, an intriguing trend has emerged in Japan's retail scene: summer lucky bags, also known as "happy bags." Traditionally associated with New Year sales, these bags filled with products at discounted prices are now becoming a summer staple. A recent survey conducted by Cross Marketing aimed to gauge public awareness, purchasing experience, and interest categories related to these summer lucky bags.

Survey Insights

According to the survey, only 28.1% of respondents claimed to be familiar with summer lucky bags, while a mere 6.9% had purchased one. Among those who have made a purchase, a notable observation was that over 10% of men in their twenties and women in their forties had already participated in this summer tradition. This indicates a growing yet still niche market that holds potential for further expansion.

Popular Categories

When it comes to consumer interest, several categories topped the list. The most favored items included:
1. Sweets and snacks
2. Coffee, tea, and other beverages
3. Mixed seasonal vegetables and fruits

These categories reflect a clear inclination towards food and drinks. Interestingly, men in their twenties also showed an interest in electronic accessories, while women aged 20 to 30 gravitated towards home goods and beauty products, highlighting differences in consumer preferences.

Shopping Venues

The survey also sought to understand where consumers would be most inclined to purchase summer lucky bags. An impressive 29% indicated that they would be interested if these bags were sold at supermarkets. Following closely were patisseries, department stores, coffee shops, cafes, and e-commerce platforms. Notably, women showed higher interest in purchasing from patisseries and cafes, while men favored electronics retailers.

Positive Perception

When participants were asked about their perception of summer lucky bags, the results revealed a predominantly positive sentiment. Aspects that positively influenced their perception included:

• - Sense of getting a good deal
• - Access to summer-themed items or limited-edition products
• - Treating oneself to something special

At least 20-30% of respondents resonated with these sentiments, further emphasizing the appeal of lucky bags during the summer season.

Research Methodology

This survey was conducted by Cross Marketing using internet research tools from June 13 to 15, 2025, with valid responses collected from 1,100 individuals aged 20 to 69 years across all 47 prefectures in Japan. The insights derived paint an insightful picture of the evolving preferences regarding lucky bags, suggesting that while interest exists, further marketing could enhance consumer engagement and sales.

For more detailed insights, you can view the survey report at Cross Marketing.

About Cross Marketing

Founded in April 2003, Cross Marketing Co., Ltd. is headquartered in Shinjuku, Tokyo. With a wide range of marketing research services, the company aims to provide data-driven insights to help businesses make informed decisions. The CEO, Mikio Igarashi, leads the charge towards innovation in the marketing research domain.

For media inquiries, reach out to the marketing department at Cross Marketing via email at pr-cm@cross-m.co.jp or call 03-6859-1192.