Lucky Bags – 2025

A lucky bag of surprise...

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Fukubukuro (lucky bags) are sold in Japan at the start of the new year in a range of different shops from high-end fashion boutiques to toy stores. The retailer puts together a selection of items in a sealed bag and the customers take their chance on what products will be contained inside. The unwritten rule is that the selection of products in the bag is are discounted, so it is common to see queues outside shops when the bags go on sale. The word fukubukuro is comprised of two Japanese words: fuku, meaning good fortune or luck; and fukuro (pronounced as bukuro), meaning bag.

In addition to the discounted items inside, hidden in one fukubukuro is a £100 gift voucher.

All orders containing fukubukuro will be shipped on or after 6 January.

Please note the items inside the Lucky Bags may vary from bag to bag. The bags are non-refundable and non-exchangeable.

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Fukubukuro (Lucky Bags)
Department

Fukubukuro (Lucky Bags)

福袋

Take a chance and choose from our collection of fukubukuro (lucky bags) containing a selection of mystery products. Fukubukuro are sold in Japan at the start of the new year in various shops, from high-end fashion boutiques to toy stores. The retailer puts together a selection of items in a sealed bag and the customers take their chance on what products will be contained inside.

 More items

The story...

Fukubukuro: How ‘lucky bags’ help bring in the New Year in Japan

New Year (oshōgatsu) is one of Japan’s most important festivals, and with it comes the sound of people ringing bells across the country as they mark the end of the old year and the beginning of the new with their first visit (hatsumōde) to a Buddhist temple or Shinto shrine.

Read the full story
Fukubukuro: How ‘lucky bags’ help bring in the New Year in Japan