Marketing Calendar: Major Events in Japan

Yokohama Design Bureau
Marketing Calendar: Major Events in Japan

I have compiled a list of prominent events from January through December that could be used for planning and ideating marketing and promotional campaigns throughout the year in Japan.

Annual Marketing Calendar: Major Events in Japan

Plan your marketing campaigns by leveraging cultural and seasonal events in Japan! Below is a list of key events for each month.

January

  • New Year’s Day (January 1st) – Visiting shrines, sending New Year’s greetings, and setting new goals.
  • Coming of Age Day (2nd Monday of January) – Promotions targeting young adults.
  • Winter Sales – Capitalize on the high consumer demand during the New Year.

February

  • Setsubun (Around February 3rd) – Themed around fortune rolls (ehomaki) and driving away evil spirits.
  • Valentine’s Day (February 14th) – A peak season for chocolates and gifts.
  • Sapporo Snow Festival – Focus on winter tourism and related events.

March

  • Hinamatsuri (March 3rd) – Campaigns for children and family-oriented products.
  • Graduation and Farewell Season – High demand for gifts and flowers.
  • Cherry Blossom Forecast – Promotions tied to hanami (flower-viewing) events.

April

  • Entrance Ceremonies and New Beginnings – Marketing for stationery, electronics, and relocation services.
  • Cherry Blossom Viewing (Hanami) – Campaigns centered around sakura themes.
  • Showa Day (April 29th) – Focus on nostalgia and history.

May

  • Golden Week (Late April to Early May) – Promotions for travel and leisure activities.
  • Children’s Day (May 5th) – Marketing for children’s products.
  • Mother’s Day (2nd Sunday of May) – A peak time for gift sales.

June

  • Rainy Season – Promotions for umbrellas, rain gear, and indoor activities.
  • Father’s Day (3rd Sunday of June) – Focus on gifts for men.
  • Hydrangea Festivals – Campaigns with a seasonal touch.

July

  • Tanabata (July 7th) – Themes of wishes and romantic stories.
  • Sea Opening – Marketing for summer leisure products and travel.
  • Summer Festivals – Focus on yukata, fireworks, and traditional Japanese culture.

August

  • Obon (August 13th–16th) – Themes of family reunions and traditions.
  • Summer Festivals and Fireworks – Promotions targeting younger audiences.
  • Cold Drinks and Ice Cream – Highlight summer staples.

September

  • Respect for the Aged Day (3rd Monday of September) – Campaigns for senior-friendly gifts and services.
  • Mid-Autumn Festival (Moon Viewing) – Promotions for traditional sweets and evening events.
  • Autumn Equinox – Campaigns themed around gratitude and seasonal changes.

October

  • Halloween (October 31st) – Costumes, sweets, and party-related promotions.
  • Autumn Foliage Season – Travel and outdoor products are in demand.
  • Sports Day (2nd Monday of October) – Marketing for health and fitness-related products.

November

  • Shichi-Go-San (November 15th) – Promotions for photo services and rental outfits.
  • Autumn Foliage Viewing – Highlight seasonal tourism destinations.
  • Labor Thanksgiving Day (November 23rd) – Campaigns themed around gratitude.

December

  • Christmas (December 25th) – Peak season for gift, decoration, and sweets sales.
  • Year-End Parties – Focus on restaurants, alcohol, and party goods.
  • New Year’s Eve (December 31st) – Promotions for soba noodles and cleaning supplies.