Retailers lean into Year of the Horse

Major Japanese department stores will roll out New Year’s “fukubukuro” lucky bags next January themed on horses, reflecting both the 2026 zodiac animal and shoppers’ growing desire for experiences, the Japan Times reported on November 10. Lucky bags — sealed bundles sold at a discount on January 1 — have long been a way for retailers to clear stock and attract crowds. But for 2026, chains are preparing packages that include horse-riding sessions, visits to stables, equestrian photo shoots and horse-branded merchandise alongside the usual cosmetics, food and fashion. Retail strategists say consumers, especially younger families, are placing higher value on activities they can share and post, not only on physical goods. That is why stores are pairing tangible items with reservation-style experiences and why some bags will allow buyers to choose dates online. The approach also helps retailers differentiate in a highly competitive winter shopping season likely to be squeezed by higher living costs and a still-fragile recovery in domestic consumption.

A window into Japan’s shifting consumer mood

This year’s horse-themed bags also show how department stores are trying to stay culturally relevant. By tying offers to the zodiac, they can market the bags as auspicious, making it easier for shoppers to justify the spend. At the same time, the move from surprise-only bags toward more transparent, premium mixes reflects a broader shift in Japanese retail toward trust and predictability. Households burned by inflation want to know they are getting value. Experiences like riding lessons or stable tours give stores a way to lock in visits later in the year, extending the relationship beyond New Year’s week. For foreign visitors, who have been returning on the back of a weak yen, such themed bags are a ready-made souvenir with social-media appeal. If the horse series performs well, analysts expect similar experiential lines for the 2027 Year of the Sheep. For now, the message from Tokyo’s shopping districts is clear: Japan’s fukubukuro tradition is evolving from “mystery bargain” to “curated lifestyle bundle,” with the zodiac as the hook.