Department stores adapt osechi New Year’s dishes to youth trends

Japanese department stores have introduced modern twists on traditional osechi dishes for the 2027 New Year, aiming to attract younger shoppers. These updates include incorporating popular trends like oshikatsu, or enthusiastic support for favorite characters and celebrities, and "guilty consumption," where indulgent foods are enjoyed regardless of health concerns.

Sogo & Seibu is marketing an osechi set inspired by the Super Sentai series, a beloved Japanese superhero TV franchise, for ¥26,460. The set features nerikiri confectionery styled after heroes from five different series, spanning back to the 1970s, to appeal to multiple generations within a family.

Despite the trend towards budget-conscious purchasing, Tobu Department Store has retained the price of its classic four-tier osechi box from the previous year at ¥23,220. This set is targeted at price-conscious consumers amid rising inflation. Conversely, Tobu's "Guilty Hors d’Oeuvres" single-tier set priced at ¥36,720 is designed for larger portions, providing about six servings and containing over 7,500 calories to satisfy the appetites of younger consumers.

Takashimaya has tailored its osechi offerings to support regions affected by recent natural disasters, including an earthquake in Kumamoto Prefecture in late July and a major earthquake in 2024 followed by heavy rains. The company's osechi boxes include ingredients from the region and allocate part of the proceeds to aid in recovery efforts.

Additionally, Matsuya has broadened its frozen osechi offerings, available for nationwide gift delivery, anticipating that individuals may not be able to return home for the holidays due to economic challenges. Fuji Keizai, a research firm, predicts a 1% increase in osechi box sales for 2027 compared to the previous year, reaching ¥86.7 billion, marking the third consecutive year of growth.