On the first days of January, long queues form outside department stores and fashion shops across Japan. People are waiting for fukubukuro (福袋), or "lucky bags": sealed bags filled with goods worth more than the price you pay. For many Japanese shoppers, it is as much a part of New Year as visiting a shrine.
If you are in Japan at the start of 2027, a lucky bag can be a fun souvenir and a good deal. This guide explains when the sales start, where visitors can buy, how reservations work and what the new tax-free system means.
1. What Is a Fukubukuro?
A fukubukuro is a bag or box sold at a fixed price, usually containing items whose combined regular price is higher. Traditionally the contents were a surprise. Today, many shops show some or all of the contents in advance, especially for clothing and electronics, while others keep the mystery.
Clothing brands often sell bags by size or style. A popular category, and often the first to sell out.
Department store food halls sell bags of sweets, tea, coffee and seasonal goods. Ideal as souvenirs.
Electronics shops, homeware stores and character shops sell themed bags or boxes.
2. When Are the 2027 New Year Sales?
The first sale of the year is called hatsuuri (初売り). In 2027, January 1 is a Friday and January 2 is a Saturday.
- January 1: Shopping malls, outlet malls and many chain stores now open on New Year's Day, often with lucky bags.
- January 2 or 3: Many department stores close on January 1 and hold their first sale on January 2. Some have experimented with moving it to January 3, so the day varies by store.
- January 3 onwards: Smaller shops reopen, and any remaining bags are sold off.
At the time of writing, most stores have not announced their exact New Year 2027 opening hours. Each store posts its schedule on its official website, usually in December. Do not rely on the previous year's times.
3. Reserve Online or Queue in Person?
Lucky bags are no longer sold only on the day. Many department stores and brands take advance reservations or lotteries online from autumn. For example, Mitsukoshi Isetan's online store began reservation sales for its 2027 New Year lucky bags on October 21, 2026, with more brands added in stages.
For visitors, though, online sales have a catch. Most of them require a Japanese membership account, a Japanese delivery address and sometimes a Japanese phone number, and goods are often delivered around New Year. Unless you are staying with friends in Japan, buying in store during your trip is the realistic option.
How queueing works
- Popular shops may have queues before opening. Staff usually manage them and may hand out numbered tickets.
- Some shops limit the number of bags per person.
- Lucky bags usually cannot be returned or exchanged, even if the size is wrong. Check the size label before paying.
- Department store food halls tend to have shorter queues than famous fashion brands.
4. Where Can Tourists Buy Lucky Bags?
| Type of shop | Why go |
|---|---|
| Department stores (Mitsukoshi, Isetan, Takashimaya, Daimaru and others) | Hundreds of brand bags in one building, including food and cosmetics. |
| Fashion buildings and malls | Youth fashion and character goods, often open on January 1. |
| Outlet malls | Big-name brands at a further discount. Expect traffic and crowds. |
| Electronics and variety stores | Gadget boxes, homeware and novelty bags. See our Don Quijote guide. |
| Cafés and food brands | Bags of coffee, tea, snacks and branded goods. Popular brands often sell through lotteries. |
In Tokyo, Ginza, Shinjuku and Ikebukuro have the biggest clusters of department stores. In Osaka, try Umeda and Namba. Our Japan shopping guide covers the main districts.
5. Tax-Free Shopping: The New Refund System
Japan changed its tax-free system for visitors on November 1, 2026. According to the Japan Tourism Agency, purchases from that date use a refund method:
- At a tax-free shop, you pay the full price including consumption tax.
- The purchase must be at least 5,000 yen (before tax) at the same store on the same day.
- When you leave Japan, within 90 days of purchase, customs checks that you are taking the goods out of the country.
- After that check, the tax is refunded by the shop or its refund agent.
Under the new rules, you cannot get a refund for food, drinks or cosmetics that you use up in Japan. You must have all the items on a receipt with you at the airport customs check, before checking in your bags. If one item from a receipt is missing, nothing on that receipt is refunded. Read our tax-free shopping guide for details.
Not every shop or every lucky bag is eligible, so ask before you pay: "Menzei dekimasu ka?" (免税できますか) means "Is this tax-free?"
6. Is a Lucky Bag Worth It?
It depends on what you want. If you love a particular brand and the bag shows its contents, it can be excellent value. If the contents are a mystery, think of it as entertainment: you may get one great item and several you would never choose. Food bags are the safest bet, since they make good gifts. Remember luggage space too. A clothing bag can be bulky, and you will need to carry everything with you through customs if you want a tax refund.
Frequently Asked Questions
In stores, mainly from January 1 (Friday) and January 2 (Saturday), 2027. Many department stores hold their first sale on January 2, but the day varies, so check each store. Online reservations started in autumn 2026.
It is difficult. Most online sales and lotteries need a Japanese account and a delivery address in Japan. Buying in store is easier for visitors.
Usually not. Most shops do not accept returns or exchanges on lucky bags, so check sizes and any listed contents before you pay.
Some are, if the shop is a tax-free store and you spend at least 5,000 yen before tax there in one day. From November 1, 2026, you pay tax first and receive a refund after customs confirms export.
Conclusion
Fukubukuro are a fun way to join in Japanese New Year. Plan to shop on January 1 or 2, 2027, check each store's official hours in December, arrive early for popular brands, and keep receipts and goods together if you want a tax refund under the new system. Then wrap up warm: queues in January are cold. See our winter clothing guide and Japan in January.
Sources
- Japan Tourism Agency — New tax-free system from November 1, 2026 (Japanese): https://www.mlit.go.jp/kankocho/tax-free/page01_000001_00021.html
- Mitsukoshi Isetan Online Store — New Year lucky bags 2027 (Japanese): https://www.mistore.jp/shopping/feature/shops_f3/fukubukuro_sp
- Intojapan Waraku — The history of fukubukuro (Japanese): https://intojapanwaraku.com/rock/travel-rock/64066/
- Tobu Department Store — Fukubukuro and New Year customs (Japanese): https://www.tobu.co.jp/monthly/lifestyle/202601.html