Japan Dept. Stores Adapt "Osechi" New Year's Dishes to Youth Trends
Tokyo, Sept. 10 (Jiji Press)--Japanese department stores have started offering "osechi" traditional New Year's dishes for 2027, pushing products that reflect current trends in an effort to attract young consumers. Department stores are rolling out products incorporating trends such as "Oshikatsu," or activities for enthusiastic support of "oshi," or favorite characters and celebrities, and ...
Tokyo, September 10 -- Japanese department stores are adapting traditional New Year's dishes, known as osechi, to appeal to younger consumers. The stores are incorporating current trends into their osechi offerings to attract a younger demographic.
Sogo & Seibu Co., for example, is selling an osechi product themed around the popular Japanese superhero television franchise Super Sentai. The product, priced at 26,460 yen, includes nerikiri confectionery inspired by heroes from five different works, some dating back to the 1970s. This move aims to bring three generations of a family together to enjoy their favorite characters.
Despite the new trend, Sogo & Seibu has maintained the price of its popular four-tier osechi box at 23,220 yen, similar to last year's price. This decision comes as consumers become more budget-conscious due to rising inflation. There is a growing divide among consumers, with some prioritizing price and quantity, while others seek the New Year's sense of being special and trendy.
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