Starbucks Japan has announced the sale of its annual “fukubukuro,” or lucky bags, for the 2027 season. Due to high demand, the company is using a pre-sale lottery system to distribute the items, which include branded merchandise, coffee, and vouchers.
November 4 to November 15, 2026
My Starbucks members can submit entry forms for the lottery during this period. The bags are priced at 9,500 yen. The company states that the bags feature a reusable tote design and contain several exclusive items, including a stainless steel drink bottle, three pieces of merchandise, two bags of coffee, a coffee bean ticket, and seven drink tickets.
November 25, 2026
Starbucks Japan will notify winners of the lottery via email on this date. Participants selected in the drawing will then be able to arrange payment for their items. The purchase price includes domestic shipping.
January 1 to January 7, 2027
Winners of the lottery can select their preferred delivery date during this first week of the new year. The items will be shipped to recipients within this window.
Current Status
The lottery process is the exclusive method for purchasing these bundles. The company has not disclosed the full design of the included drink bottle, maintaining that it remains a surprise for the recipients.
Why it matters: The “fukubukuro” tradition reflects a significant cultural practice in Japan where businesses offer surprise bundles at a value exceeding their retail cost to celebrate the new year. For global observers, this strategy illustrates how major retail chains leverage seasonal cultural traditions to drive engagement and manage high product demand through digital lottery systems.