Celebration of Japan's new imperial era means a big opportunity for business, HarukaNuga writes.
In this April 11, 2019, photo, Kenzo Watanabe, right, looks at his fiancee Chiharu Yanagihara trying on a wedding dress at a Japanese wedding company in Tokyo. Japan is getting ready for its biggest celebration in years with the advent of the Reiwa era of soon-to-be emperor Naruhito. That means big opportunities for businesses hoping consumers will splash out on long holidays and memorabilia.
Kenzo Watanabe and his fiancée Chiharu Yanagihara paid just 48,000 yen for an all-inclusive wedding ceremony that normally would cost nearly 70,000 yen . Many Japanese hope for better times in the Reiwa era: recent decades brought the bursting of the country’s bubble economy and long spells of recession. Many companies aim to make the most of the opportunity with “last of Heisei” tours, events and goods ranging from calendars and stamps to bean buns, T-shirts and candies.
Stamp company Kippodo has been getting 300-500 orders daily for new Reiwa era labeling stamps since the name for the new era was announced on April 1. Breweries are boosting output in anticipation of a spike in demand, and department stores have stockpiled commemorative items. A survey by the news agency Jiji Press found 40% of those interviewed were unhappy about the looming holiday, outnumbering the 36.5% who were glad.
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