Christmas & New Year Japanese Traditions & Customs: Is Your Marketing Ready?
Across the UK and many other parts of the world, retailers anticipate a surge in Christmas sales, making it a peak time for consumer spending. Despite Christmas not being a public holiday in Japan, the country's intriguing year-end traditions shed light on distinctive business practices and consumer behaviors. By exploring these traditions, we can draw comparisons with the UK and identify opportunities for companies to boost sales in Japan.
Strategies for Understanding the Consumer Mindset During Japan's Year-End Season
In December 2022, Japan marked its first year-end without COVID-19 restrictions in three years. Many people aimed to curb expenses due to rising prices, intending to save during the festive season. However, the reality was different, with many ending up spending more than anticipated. It's a common trend, as the approach of Christmas sale days contributes to a relaxation of budget constraints..
Celebrating Japanese Christmas: Unveiling Unique Traditions and Gift-Giving Customs
Do Japanese people celebrate Christmas?
Unlike in the UK, Christmas is not a public holiday in Japan, yet it provides an opportunity for celebration and enjoyment. Festivities primarily unfold on Christmas Eve, where families and couples gather for festive dinners, engaging in gift-giving customs during the Christmas period. Young people typically allocate £50 to £100 to spend on a special person in their lives. Japanese workers share sweets at the office, fostering a sense of camaraderie, and many families indulge in a special dinner. Restaurants anticipate a surge in customers for Christmas Eve, prompting them to prepare special Christmas menus to meet the heightened demand. Christmas marketing campaigns also play a pivotal role in enhancing the festive atmosphere.
KFC for Christmas: The Ingenious Marketing Move that Became a Cherished Tradition
The tradition of consuming KFC on Christmas Day in Japan dates back to a successful marketing campaign in the 1970s. Motivated by the scarcity of turkey in Japan, the fast-food chain coined the catchy slogan "Kurisumasu ni wa Kentakkii" (Kentucky for Christmas), positioning its fried chicken as a festive meal for families to share. This strategic marketing move resonated with the Japanese public, establishing KFC as synonymous with the joy of Christmas. Over the years, this tradition has become deeply ingrained in Japanese culture, with families eagerly anticipating their KFC Party Packs, creating a unique and cherished aspect of their Christmas celebrations.
Embracing the Significance of New Year Traditions in Japan
In contrast to China, Japan adheres to the Western calendar for marking the New Year. Businesses typically close on December 31st and reopen on January 4th, signifying a more significant period than Christmas. The first three days of the year, known as Sanganichi, hold utmost importance in the Shinto calendar.
During Sanganichi, Japanese people embrace traditional customs, including visits to Shinto shrines or Buddhist temples to pray for good fortune, health, and happiness in the upcoming year. Many individuals participate in rituals like making New Year resolutions (hatsumode) and purchasing lucky charms and amulets for protection. Families unite to share special meals like osechi ryori, traditional Japanese New Year's cuisine consisting of numerous small dishes. This time is an opportunity to relish a sense of togetherness and renewal as they welcome the new year.
During this period, children traditionally receive Otoshidama, money given by relatives, akin to the Chinese New Year custom of giving hongbao. The blend of Japanese New Year customs and these shared practices enriches the festive season.
Fukubukuro Excitement: Exploring the Thrill of Japanese Lucky Bags in the Post-New Year Shopping Tradition
Another noteworthy Japanese New Year custom is the purchasing and giving of Fukubukuro. Often translated as lucky bags or mystery bags, Fukubukuro represents a highly popular New Year's tradition in Japan. Retailers, especially clothing stores, department stores, and electronics shops, curate sealed bags filled with assorted merchandise. The catch is that the bag's contents remain a surprise until opened. Fukubukuro is typically sold at a significantly lower price than the regular retail value of the items inside. The anticipation of a surprise coupled with the potential for great deals generates genuine excitement among Japanese shoppers. Fukubukuro sales commence on January 1st or 2nd, forming a significant part of the post-New Year shopping tradition in Japan. Families and friends eagerly engage in shopping for them after visiting the shrine, with people lining up outside stores or reserving bags online to secure a lucky bag and enjoy both the surprise and the savings.
Innovative Marketing Ideas for Japan’s Festive Season: Is Your Business Ready?
In Japan, businesses aim to capitalise on the festive season shopping peak with creative marketing campaigns. Here are three potential ideas to explore:
X campaigns and other social media engagement
Creating content for platforms like X (formerly known as Twitter) with engaging campaign ideas can tap into the Japanese audience’s penchant for social media. Interactive contests, polls, or giveaways themed around the New Year create buzz and attract attention. Encouraging consumers to share content also helps to spread your message.
Traditional meets modern: print media campaigns
Incorporating traditional elements like calligraphy and New Year symbols into modern designs on promotional materials can evoke a sense of cultural connection. These designs can be featured in flyers, posters or online visuals, appealing to both tradition-loving and contemporary customers.
.Personalised New Year greetings
Sending personalised New Year greetings to Japanese customers can increase brand loyalty and drive future purchases. These greetings can be in the form of emails, physical cards, or even small gifts. The personal touch during this festive period will leave a lasting impression on customers.
Discovering Profitable Opportunities in Japan's Rich Tapestry of Year-End Traditions
Understanding Japan's distinctive year-end customs and consumer habits is essential for businesses operating in the country. The relaxed approach to spending during this period presents a lucrative opportunity for innovative marketing campaigns that capture the spirit of the season. By embracing local traditions and crafting culturally resonant initiatives, businesses can create a memorable and impactful presence in Japan's vibrant market. So, whether it's celebrating Christmas with KFC or experiencing the thrill of Fukubukuro, discovering the opportunities of Japan's unique traditions can open doors to successful business ventures.
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This article was created in partnership with ChatGPT and humans from Pointblank