Japanese department stores launch trendy osechi boxes to appeal to younger shoppers

Japanese department stores started selling osechi boxes for 2027 in September 2024, with new designs to attract younger shoppers.

Osechi are traditional dishes eaten at New Year in Japan, usually arranged in layered lacquer boxes. Stores are changing the format because younger people often do not follow old customs, and rising prices have made shoppers more careful with money.

Tobu Department Store created a meat-heavy set with over 7,500 calories, aimed at young men who enjoy indulgent eating. Sogo and Seibu made a box themed around the Super Sentai TV characters, designed for families. Matsuya expanded home delivery and kept prices stable. Takashimaya used local ingredients from Kumamoto to support earthquake recovery there.