As the new year approaches, you may notice rows of red paper bags printed with two bold kanji characters displayed in various stores and shopping malls. These eye-catching bags often spark curiosity among shoppers. If you’re wondering what they are, read on to discover more.
The word fukubukuro is made up of the kanji fuku, meaning good fortune, and bukuro, meaning bag. Originally, fukubukuro began as a way for retailers to clear excess inventory at the start of the year. Today, they have become a beloved New Year tradition in Japan.
Fukubukuro, often referred to as lucky bags or happy bags, are sold at the beginning of the year and contain a selection of random items at a discounted price. In most cases, the total value of the items inside is worth more than the selling price, giving you more bang for your buck.
Another appeal of fukubukuro is the element of surprise. The bags are sealed so buyers are clueless what’s inside. However, many retailers now reveal them in advance to avoid customer dissatisfaction. In the end, it’s up to you whether you want to take a risk or play it safe.
If you live in Japan or are planning to visit during the holiday season, fukubukuro hunting is definitely a fun activity you should try. It’s a unique shopping experience and a perfect way to reward yourself as you welcome the new year.
Lucky bags are believed to have originated during the Edo period, when kimono merchants like Echigoya (now known as Mitsukoshi) sold bags of fabric scraps to clear stock. Some sources also credit Matsuya Ginza with popularizing mystery bags during the Meiji Period. Over time, the tradition spread across the country and became an established part of Japan’s New Year celebrations. Today, lucky bags can be found almost everywhere—from major shopping malls to small local retailers.
I first learned about lucky bags when I was still living in the Philippines. I was fond of reading articles about Japan, and one day I came across a blog post describing the writer’s experience of buying a lucky bag. She shared her visit to Shibuya, where she purchased a lucky bag filled with hair accessories. She was thrilled to discover that she had received cute items at a very low price.
When I moved to Japan, I made sure to buy these highly coveted bags myself—out of thrill and curiosity. Three years ago, I bought two lucky bags: one from a popular bakery called Heart Bread Antique, and another from a 300-yen shop called 3COINS.
The Heart Bread Antique fukubukuro, which cost 1,080 yen, included a cheese ring, a choco ring, a calendar, and discount coupons (worth 2,400 yen). Since the store revealed the contents in advance, I didn’t hesitate to make a purchase as it offered good value for money.
The other one was actually a lucky box (yes, it came in a cardboard box), and its contents were a surprise. Inside, I found a black belt, a checkered drawstring bag, a pair of mustard yellow socks, and a gray cap. Not bad for the price of 550 yen. I was satisfied with what I got, especially the gray cap, since I had been planning to buy one anyway.
If you’re in for great surprises and amazing deals, check out major department stores such as Takashimaya, Daimaru, and Ito-Yokado, as well as popular shopping malls like AEON LakeTown, LaLaport, Shibuya 109, and Tokyo Plaza Harajuku.
If you’re interested in gadgets, stop by well-known electronics store like Bic Camera, Yodabashi Camera, Yamada Denki, and Nojima for excellent tech bargains.
For the food lovers out there, head to major coffee chains like Starbucks, Tully’s, and Doutor for discounted coffee goods. Additionally, happy bags from Mister Donut, KALDI, and Lupicia (a top-tier specialty tea store in Japan) are also worth considering.
Let’s Go on a Fukubukuro Hunt
For this article, I looked around some malls and stores in my area and here’s what I found:
Most cafes are offering enticing bags, but I think Tully’s has the most appealing one. Their budget-friendly 2026 Happy Bag is priced at 5,500 yen and comes with a tote bag, a random Chinese zodiac mini teddy bear (Year of the Horse), two café au lait bases, two royal milk tea bases, a drawstring pouch, six drink tickets, and a pack of gummy bears. If you want to get more coffee-related items and extra drink tickets, you can opt for their 10,000 yen Happy Bag.
I was looking forward to Mister Donut’s fukubukuro this year because of their usual Pokemon collaborations, but I discovered that they teamed up with Osamu Harada instead. Despite that, I think their lucky bags are still adorable and packed with good stuff. There are two options: 3,800 yen and 6,500 yen. The 3,800 yen bag includes a donut decoration kit, a mini tote bag with Pon de Lion embroidery, two hand towels, and 20 donut exchange cards. Buyers also have a chance to win a Duskin Museum experience in Osaka, which includes accommodation, or a 5,000 yen voucher through a raffle draw.
The 6,500 yen bag comes with a tote bag, three varieties of drip coffee, a hand towel, a planner, and 35 donut exchange cards, along with a chance to win an Osamu Harada mug or a Mister Donut voucher.
With over 90 branches across Japan, Ito-Yokado is a familiar name for many locals, so it’s no surprise that the department store chain is offering fukubukuro this holiday season. While browsing the clothing section, I spotted lucky bags filled with cozy pajama sets—perfect for staying warm at home. There were also options for kids, featuring assorted items such as notebooks, letter sets, and stickers.
What really caught my attention, though, was the cosmetics section. I found happy bags from popular brands such as Canmake, Clio, rom&nd, Cezanne, Missha, K-palette, and Chifure neatly lined up on a shelf. Unlike the other brands, which showed exactly what you’d be getting, rom&nd kept things a bit of a mystery. They did list the possible items, but since the contents were randomly selected, it felt riskier—and honestly, that little element of surprise made it more exciting.
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