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.