New Year's is Japan's biggest holiday. Customers in Japan wait all year to snag a sweet deal in fukubukuro, or lucky bags. Department and electronics stores hide a few valuable prizes among bags to draw attention. Some companies are expanding the lucky bag concept to include experiences.

進化する福袋 ｢貴重な体験｣で各社競う

東京都内の百貨店は早くも年明けの福袋の中身を公開した。 貴重な｢体験｣をウリに消費者のこころを惹き付けようと、各社はそれぞれの強みを生かした福袋を準備。