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What is fukubukuro?

 

Fukubukuro (福袋 lucky bag, mystery bag?) is a Japanese New Year’s Day custom where merchants make grab bags filled with unknown random contents and sell them for a substantial discount, usually 50% or more off the list price of the items contained within. The low prices are usually done to attract customers to shop at that store during the new year. The term is formed from Japanese fuku (福, good fortune/luck) and fukuro (袋, bag).

en.wikipedia.org

The value of the items in the bag is several times greater than the price that the bag is being sold for. To give you an example, our friends at Harajuku’s 6%DOKIDOKI are selling two different fukubukuro this year – large and small. The small 6%DOKIDOKI lucky bag costs 10,500 yen. The value of the items inside of the bag is guaranteed to be over 30,000 yen. So, if you spend approximately US$100, you’ll get at least US$300 worth of 6%DOKIDOKI goods.

tokyofashion.com

2014 Fukubukuro Examples

Brand: earth music & ecology (2 different sets, ¥5000 and ¥10000) )

 

Brand: snidel (6 pieces, ¥10500)

 

Brand: axes femme (6 pieces, ¥10000)

 

Brand: INGNI (13 pieces, ¥10500)

 

Brand: titty & co. (6 pieces, ¥10500)

 

Brand: gelato pique (5 items, ¥8400)

 

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