2025 Fukubukuro Lucky Bags: Japan’s Must-Buy Deals from Top Stores

What are Fukubukuro?

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Fukubukuro, or lucky bags, are a New Year’s shopping tradition in Japan. Department stores and retailers fill bags with various products, concealing the contents, and sell them at attractive prices. The name originates from the large bag carried by Daikokuten, one of the Seven Lucky Gods, said to contain happiness and good fortune, inspiring the concept of sharing luck through these bags.

The appeal of fukubukuro lies in two key aspects. First, their value. Lucky bags often contain items worth more than the purchase price. Many retailers display an estimated total value, such as “items worth 3,000 yen,” making them irresistible for bargain hunters. Some bags are even sold for less than half their original value, leading to long lines and fierce competition during New Year’s sales.

Second, the thrill of surprise. Each bag contains different items, and choosing one feels like a game of chance. The excitement of imagining what’s inside and the joy of unwrapping the mystery make the experience uniquely enjoyable.

However, keep in mind that fukubukuro purchases are typically final—returns or exchanges are not allowed. If you end up with something you don’t need, consider trading with friends or family who may have purchased similar bags. It’s a great way to ensure everyone gets what they want!

Types of Fukubukuro

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In the past, fukubukuro were primarily sold by clothing and accessory stores in department stores and shopping centers. However, their range has diversified significantly in recent years. Reflecting Japan’s rising cost of living in 2025, many lucky bags now emphasize practical savings and everyday support.

Some of the most talked-about fukubukuro include extravagant offerings like “car lucky bags” containing multiple vehicles, “hotel lucky bags” with accommodation and dining vouchers, and “artwork lucky bags” featuring pieces from renowned artists.

“Experience lucky bags” are also gaining attention, offering unique opportunities such as train station master experiences, professional photography sessions, or private lessons with pro athletes.

Prices generally range from 1,000 to 20,000 yen, but specialty items like jewelry or exclusive experiences sold by department stores can cost hundreds of thousands—or even millions—of yen, making them headline-worthy each year.

Where to Buy Fukubukuro

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Here are some of the main outlets in Japan in which you can find fukubukuro every year. These are just a few examples, as in Japan, fukubukuro are sold at a variety of places throughout the country, from individual shops to large-scale outlets.

How they’re typically sold

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Traditionally sold during New Year’s first sales, fukubukuro can now often be reserved online in advance, with pickup options at stores or delivery to your home. For highly sought-after bags, limited quantities are sometimes sold via lottery, with winners granted the chance to purchase. Information is typically released around November, so it’s best to check store websites early if you have a specific bag in mind.

While the original excitement of fukubukuro lies in the mystery of their contents, more retailers are now revealing what’s inside beforehand. Although this removes the surprise element, it ensures buyers only get items they truly want—ideal for those seeking a more secure purchase.

Advice for buying Fukubukuro

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1. First Sale Day Strategy: Arrive Early for In-Store Purchases!

If you’re keen on buying a fukubukuro, it’s advisable to visit department stores, shopping malls, and retailers as early as possible on the first day of sales (usually January 2). Popular items tend to sell out quickly, long queues forming out the door before the stores even open. However, most stores usually offer a selection of well-stocked grab bags, too.

2. Check Ahead for Popular Brands: Online Reservations and Lotteries May Apply

The sales process for popular brand fukubukuro can vary by brand, so it’s important to check their official websites in advance. Look for details on whether pre-orders are required, if purchases are determined by lottery, and how to pick up your lucky bag.

Unlike traditional in-store sales on New Year’s Day, many popular fukubukuro are available for pre-order online or in stores as early as November or December. In most cases, only those who win a lottery can make a purchase. Pre-order periods are often short, and items sell out quickly, so be sure to act fast!

3. Most Online Shopping and Reservation Pages Are Only in Japanese

The majority of online shopping sites for fukubukuro cater to residents of Japan, so they are often only available in Japanese and usually do not offer international shipping. For visitors to Japan without local contacts, it’s best to choose fukubukuro that can be picked up in-store during your visit.

Since multilingual websites are rare, consider using translation tools in advance to navigate the process before your trip.

Popular Department Store Fukubukuro

Here’s an overview of the fukubukuro offerings from Japan’s top department stores.

Daimaru

Founded in Kyoto in 1717, Daimaru is a prestigious department store chain with over 300 years of history. With locations in major cities such as Tokyo, Osaka (Shinsaibashi and Umeda), Kobe, Sapporo, and Fukuoka, Daimaru offers a wide range of fukubukuro. These include food and sweets, home goods, clothing, and accessories, with unique selections available at each store.

In Tokyo, for instance, some fukubukuro include discount vouchers that can be used in-store, making them particularly appealing. Fukubukuro can be purchased both online and in-store, but the products and release dates differ by platform. Be sure to check the details in advance.

How to Purchase
・Online Store: Available until 10 AM on Wednesday, December 25, 2024
(Start and end dates vary by product)
・In-Store Sales: Dates and contents vary by location (some stores offer online pre-reservation options).
・2025 New Year’s Sales: Begin January 3, 2025
・Official website

Nihombashi Mitsukoshi Main Store

Part of the top-selling Mitsukoshi Isetan Group, the flagship Nihombashi Mitsukoshi Main Store is a must-visit destination. Its fukubukuro lineup features everything from fashion and gourmet foods to high-quality items and top-brand selections, all reflecting the department store’s renowned standards.

Fukubukuro can be reserved and purchased through the Mitsukoshi Isetan Group’s online store, with some products available for in-store pickup. Additionally, any unsold items from online pre-orders may become available for purchase starting January 2. Exclusive fukubukuro will also be sold in-store during the New Year’s sales period.

How to Purchase
・Online Store: Available until 10 AM on Monday, January 6, 2025
(Available in Japanese, English, Traditional Chinese, and Simplified Chinese)
(Start and end dates vary by product; some items require in-store pickup)
・In-Store Sales: Scheduled for New Year’s sales (limited quantities and stores)
・2025 New Year’s Sales: Begin January 2, 2025
・Official website

Matsuya Ginza

Located in the heart of Ginza, Matsuya Ginza is a premier department store known for its blend of history, tradition, and sophistication. True to its upscale Ginza roots, it offers a curated selection of luxury brands and fine jewelry.

Fukubukuro are available both in-store and on the Matsuya online store, with different products offered at each. Online shoppers can choose bags delivered before or after New Year’s or opt for in-store pickup, depending on availability.

In 2025, Matsuya Ginza celebrates its 100th anniversary with the concept of “En” (connections or ties) for its special “Lucky Bags of Prosperity.” Unique offerings include kabuki experiences paired with formal fashion, gourmet sets featuring auspicious foods traditionally served at celebrations, and the ever-popular “Gourmet Gacha” lucky bags. With a mix of tangible items and experience-based options, this lineup is as diverse as it is exciting. Note that all items are first-come, first-served, and quantities are limited.

How to Purchase
・Online Store: Available until Friday, December 27, 2024 (start dates vary by product)
・In-Store Sales: Begin January 3, 2025
・Official online store
・Official website

JR Kyoto Isetan

As the first Isetan store to open in Kansai, JR Kyoto Isetan enjoys a prime location in the Kyoto Station Building. With its renowned Isetan brand, wide selection of products, and excellent accessibility, the store is a favorite among both locals and tourists. In recent years, its global appeal has grown significantly, attracting more international visitors.

The fukubukuro lineup at JR Kyoto Isetan reflects the store’s prestige, featuring exclusive items such as limited-edition sweets from Fujiya (known for its mascot, Peko-chan), lucky bags from the iconic Japanese cosmetics brand Yojiya, luxury beauty products, branded goods, and store-exclusive items. These offerings are highly popular for their combination of value and exclusivity.

For 2025, fukubukuro will be available exclusively through online pre-order. There will be no in-store sales, and orders can be picked up at the store or delivered, depending on the product.

How to Purchase
・Online Store: Available until 10 AM on Wednesday, December 25, 2024 (Items are available for in-store pickup or delivery, depending on the product)
・In-Store Sales: Not available
・Official website

Hankyu Department Store Umeda Main Store

Opened in 1929 as the world’s first terminal department store directly connected to a train station, Hankyu Department Store is a landmark in Osaka. Its flagship Umeda Main Store boasts one of Japan’s largest retail spaces.

For 2025, the fukubukuro selection includes a rich variety of gourmet options such as meats, deli foods, sweets, and fruits. Sales are exclusively online, with no in-store purchases available.

How to Purchase
・Online Store: Reservations open from Wednesday, November 20 (while supplies last; in-store pickup or delivery starts January 3, 2025)
(Items are available for in-store pickup or delivery, depending on the product)
・In-Store Sales: Not available
・Official website

Hanshin Department Store Umeda Main Store

Known as “Hanshin, the Gourmet Department Store,” Hanshin offers an exceptional variety of food products, from Osaka specialties to gourmet selections from across Japan. It’s also home to a Hanshin Tigers shop, making it a beloved destination for locals.

For 2025, the fukubukuro lineup includes unique offerings such as sweet courses at renowned wagashi (Japanese confectionery) shops, parent-and-child experiences in traditional Japanese homes or cooking classes, relaxation packages, and exclusive fukubukuro for Hanshin Tigers fans. These one-of-a-kind selections reflect the store’s distinctive character.

How to Purchase
・Online Store: Available until Wednesday, December 25, 2024 (Items are available for in-store pickup or delivery, depending on the product)
・In-Store Sales: Details to be announced on December 18, 2024
・Official website

Kintetsu Department Store

As a department store fostering collaboration with the community, Kintetsu Department Store takes various initiatives, such as maintaining a dedicated section to showcase local products. The flagship store, Abeno Harukas Kintetsu Main Store, boasts one of the largest sales floors in Japan.

For 2025, the New Year’s fukubukuro lineup has doubled compared to last year, featuring over 20 special editions. With the theme “Full of Dreams, Full of Delights,” these special lucky bags offer memorable experiences that make dreams come true. Highlights include a photo wedding package at your favorite spot within Abeno Harukas and a unique cake-making experience for kids aspiring to be pastry chefs, working alongside professionals. Special lucky bags will be sold through a pre-lottery system (with some exceptions).

In addition, a wide variety of lucky bags are available, spanning fashion, miscellaneous goods, and food.

How to Purchase
Special Fukubukuro
・Via Kintetsu Department Store App: Applications open until November 27 (some available via the Kintetsu online store; application deadlines vary by item).
・In-store applications: Starting January 2.
・Official website

Regular Fukubukuro
・In-store reservations: Ongoing while supplies last.
・Advance reservations via the Kintetsu online store: Open until 6 PM on December 20.
・Same-day purchase in-store: Available January 2, while supplies last (no application required).
・Official website

Fukubukuro from Outlet Malls, Shopping Malls, and Discount Stores

Mitsui Outlet Park

Outlet malls offer the chance to purchase brand-name items at discounted prices year-round, but the New Year period is an especially great time to snag even bigger bargains. At Mitsui Outlet Park, one of the most popular events is their fukubukuro sale. It features two purchasing methods: advance online sales starting December 26, 2024, and in-store sales beginning January 1, 2025.

Each location’s in-store selection may vary, so be sure to check the respective facility’s website for details.

How to Purchase
・Online Sales (Advance): From December 26, 2024
・In-Store Sales: January 1–3, 2025 (Details will be available on facility websites from December 20)
・Official website

Take advantage of the special coupons included at the link below to enjoy extra savings when shopping!

Eligible Locations
All Mitsui Outlet Park locations, as well as the following Mitsui Shopping Park facilities: LaLaport TOKYO-BAY, Urban Dock LaLaport Toyosu, Lazona Kawasaki Plaza, LaLaport Kadoma, LaLaport EXPOCITY, LaLaport Fukuoka, DiverCity Tokyo Plaza, and COREDO Muromachi.

Don Quijote

Don Quijote, a comprehensive discount store offering everything from daily necessities and electronics to clothing, food, and branded goods, is also a popular shopping destination for international tourists. For 2025, Don Quijote will release a limited-edition Donpen Fukubukuro 2025, featuring their official mascot, Donpen.

Only 2,025 bags will be available, each priced at 10,000 yen (tax included). The bag includes original Donpen goods like a mug and mouse pad, a New Year’s edition Donpen figurine, and a majica gift card worth 10,000 yen. Given the incredible value, purchases are lottery-based, and only winners can buy one—be sure to enter!

How to Enter the Lottery
・Online Lottery Registration: Available until 11:59 PM on December 15, 2024 (Apply via the majica smartphone app)
・Official website

Take advantage of the special coupons included at the link below to enjoy extra savings when shopping!

AEON Mall

With locations across Japan, AEON Mall supports communities with stores and product lineups tailored to local needs. AEON’s fukubukuro are available for pre-order through the online store AEON Style Online, offering great deals on essentials like food and household goods.

Additionally, individual stores within AEON Mall also sell their own fukubukuro, allowing you to enjoy double the shopping excitement. Check the AEON Mall website and individual brands for details on product lineups and release dates.

How to Purchase
・AEON Shop (Pre-order): Until December 31, 2024
・AEON Style Online (Online Pre-order): Until 9:59 AM on Monday, January 6, 2025 (Some products have different order and delivery periods; sales end once stock is reserved)
・In-Store Sales: From January 1, 2025
・Official website
・Official website (AEON Style Online)

Take advantage of the special coupons included at the link below to enjoy extra savings when shopping!

Fukubukuro from Other Popular Stores

Lifestyle Goods and Clothing

LOFT: From Stationery to Luxury Watches

LOFT’s online store offers a wide range of fukubukuro, from affordable options filled with stationery or cosmetics starting at around 500 yen to premium bags featuring luxury brand watches priced over 100,000 yen. In addition, various fukubukuro are typically available in stores during each location’s New Year’s sales.

・Official website

MUJI: The “Fuku-Can” Lucky Bag

Since 2012, MUJI has offered its unique “Fuku-Can” lucky bag through a lottery system. Each can includes a handmade Japanese lucky charm and a gift card for shopping at MUJI. The lottery for the 2025 edition ran from November 14 to November 25 and has already closed. To secure one next year, be sure to reserve early!

・Official website

GELATO PIQUE: Annual Favorite “Happy Box”

Gelato Pique’s highly popular fukubukuro, HAPPY BOX 2025, was available through a lottery system, with the application period for 2025 running from November 1 to November 5, 2024. As the registration window is relatively short, be sure to check early to avoid missing out. Details are typically announced around the end of October each year.

・Official website

Akachan Honpo

Akachan Honpo, a store specializing in baby, children’s, and maternity products, offers a variety of fukubukuro. These include toy bundles and age-appropriate clothing sets, with prices starting at an affordable 2,000 yen range. Thanks to their great value, they sell out quickly every year. Fukubukuro are available for purchase online, and in-store sales are typically offered in limited quantities nationwide starting at the beginning of the year.

・Official website

Food

Mister Donut

For 2025, Mister Donut will release the Misdo Fukubukuro 2025, featuring original Pokémon-themed goods. Reservations begin on Wednesday, December 11, with limited quantities available in stores starting Thursday, December 26. Sales will continue until stock runs out.

・Official website

LUPICIA

LUPICIA, a popular Japanese tea brand, offers limited-quantity fukubukuro filled with tea worth double the purchase price. Reservations typically begin in October, and by December, many are already sold out. However, LUPICIA also releases summer fukubukuro, with reservations starting in April and sales beginning in June, giving you two chances a year to grab one.

・Official website

Fukujuen

Kyoto’s historic tea shop, Fukujuen, offers a New Year fukubukuro featuring a curated selection of Japanese teas. Reservations begin in November, with sales ending once stock is sold out.

・Official website

Online Liquor Store “Kurand”

Kurand, an online liquor store, offers its popular Sake Gacha Fukubukuro 2025, where customers receive a surprise assortment of alcohol. The fukubukuro includes handpicked selections from 500 varieties, along with exclusive items developed specifically for this campaign.

The basic plans—Ume, Take, Matsu, and Matsu Goku—are priced between 12,000 and 55,000 yen. Available for purchase from Thursday, November 14, 2024, to Wednesday, January 15, 2025, until 11:59 PM.

・Official website

Visiting Japan for New Year? Don’t Miss Out on Fukubukuro!

Fukubukuro offer an exciting variety of items to discover. While many require pre-orders or lottery entries, plenty are also available for purchase in stores on New Year’s sales days. If you’re visiting Japan during the New Year, be sure to grab a fukubukuro and enjoy the festive spirit of a Japanese New Year!

(Note: The information in this article is accurate as of December 2024. Please check official websites for the latest updates.)

Written by:

Miyu is a travel writer and tour conductor with over a decade of experience in developing educational content for working individuals. She has a passion for exploring new cultures and has visited more than 150 cities in around 50 countries. Her goal is to sample great food, experience nature, enjoy historical sites, and bathe in hot springs around the world. Miyu left her corporate job to pursue her passion for travel and now spends over 100 days a year abroad while working as a writer. She promotes the joy of travel, the beauty of Japan, and the diverse cultures of the world by traveling to different parts of Japan and collaborating with inbound tour operators and fellow travel writers.