In response to declining sales of traditional New Year’s cuisine, or osechi, major department stores and supermarkets in Japan are rebranding their offerings to attract younger audiences. After a boost in osechi sales during the COVID-19 pandemic, recent trends show a downturn.
Innovative Approaches to Osechi
AI-Enhanced Osechi
Retailer Aeon Co. is leading the charge with an innovative approach, utilizing generative artificial intelligence to develop its osechi offerings. By searching for keywords like “future osechi,” the AI has helped design dishes that include unique elements such as karaage fried chicken with gold powder. Despite this technological twist, human decision-makers still handle the seasoning.
Retro-Inspired Designs
Takashimaya Co., a prominent department store operator, is introducing a retro-themed osechi product in collaboration with a glass tableware maker. The new design features red and white flower patterns on jubako (traditional Japanese stacking boxes) and furoshiki (wrapping cloth). The osechi set includes classic items like datemaki (sweet rolled omelet) alongside modern sweets such as gateau chocolate and marron cake, aimed at appealing to younger tastes.
Influencer-Curated Osechi
Daimaru Matsuzakaya Department Stores Co. is also targeting a younger demographic with a new osechi product overseen by popular cooking influencers Gucci Fuufu, who have amassed over 700,000 Instagram followers. This product is designed to attract consumers in their 30s and 40s.
Adjustments for Budget-Conscious Consumers
In response to the economic challenges and rising prices, department stores are adjusting their strategies to cater to budget-conscious shoppers. Matsuya Co. has modified its ingredient choices to maintain quality while reducing costs. Meanwhile, Sogo & Seibu Co. will offer a discount program, including free shipping on select items for orders placed by the end of October.
Market Trends
Sales of jubako osechi products experienced a 10% year-on-year growth from 2021 to 2023. However, there was a 1.5% decline in 2024, and projections indicate further decreases in 2025, according to Tokyo-based research firm Fuji Keizai Co.