Apple’s Lucky Bags Draw Crowds in Japan

In Japan, Apple Stores have upheld the fukubukuro tradition, also known as “mystery bag,” where customers can purchase sealed bags filled with unknown products at a significant discount on New Year’s Day.

This practice has been a part of Apple’s promotional strategy in Japan since 2005.

This year, each bag was priced at 33,000 yen, which is approximately US$428, according to MacNN reports.

The contents of these bags have varied over the years, typically including items such as:

  • Headphones

  • Cases

  • An 8 GB iPod touch

  • Various premium accessories

  • Speakers

  • A unique 2012 New Year’s t-shirt

Some fortunate customers have even found high-value products like a MacBook Air or an iPad 2 in their bags.


Mary is a dedicated writer for TUAW, your go-to source for all things Apple. With a deep love for technology, Mary brings insightful and engaging content to the blog. She has a knack for breaking down the latest updates on the iPhone, iPad, and MacBook, making them accessible to all readers. Mary’s expertise and enthusiasm for Apple products shine through in every article, helping readers stay informed and excited about the tech world.