Have you ever been to Japan at the start of a new year? If so, you might have seen people lining up outside their favourite stores to get their hands on a fukubukuro – a lucky bag.
Filled with mystery items from the store, which would normally cost more than twice the price, these ridiculously popular bags combine the chance to snap up premium stock with the excitement of not knowing what’s inside.
In Japan, the craze for fukubukuro is an annual pop cultural phenomenon -a little like our boxing day sales but cuter… There are bags for makeup brands, toy brands, streetwear, snacks, pet-themed bags, even high cost brands like apple give shoppers a chance to snap up a mysterious – but hugely reduced- selection of stock.
It’s amazing value, it’s great fun, and this year the maker has a lucky bag of its own.