7. The logic behind these Wish to pass the entrance exam effort + luck = success The luck’s unit is one year e.x. There is yakudoshi (mean unlucky year)
8. So ・・・ First shopping of the year -> the beginning ○○ is most important Cannot see what are in it -> judge the luck of the year Japanese buy Fukubukuro
14. Fukubukuro is changing http://www.supotant.com/research/r101215.html Takashimaya’s Fukubukuro You can choose which product you want before buying it
15. Changes in Fukubukuro Before -Have to go to the store to buy. -Going out as some kind of event. -Cheap and many items (some times not good). New Trend -Buy on Internet -Know what is inside before you buy -Product used for fukubukuro is not leftovers. -Reserved Fukubukuro
16. New way to buy Fukubukuro? Internet related technologies being more evolved -> younger age people getting use to internet. Customers prefer “certainty” than having the thrill of what they can get. Internet Reserved Know what’s inside
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18. In the future… People might need to wait for getting reservation for Fukubukuro… Like taking the reservation for a seminar of a company.