Contents
Introduction
The arrival of the New Year in Japan is marked by a rich tapestry of traditions, and one that stands out prominently is the practice of drawing Omikuji. This unique custom, deeply rooted in Japanese culture, involves the drawing of paper fortunes at Shinto shrines. Let’s delve into the history, cultural significance, and even explore its impact on businesses.
What is Omikuji?
Omikuji, translated as “sacred lottery” or “fortune-telling,” is a customary Japanese tradition where individuals seek divine guidance for the upcoming year. These fortunes are typically obtained at Shinto shrines, adding a spiritual dimension to the New Year festivities.
Omikuji is not merely a fortune-telling exercise; it is a symbolic act of connecting with the divine and embracing the uncertainties of the future with optimism. It plays a significant role in shaping the cultural identity of Japan.
The roots of Omikuji can be traced back centuries, evolving from ancient divination practices. Initially, it was exclusive to Shinto rituals but gradually became integrated into the broader New Year celebrations.
As the popularity of Omikuji grew, its influence expanded beyond religious contexts. Today, it’s an integral part of the Japanese New Year festivities, reflecting a blend of spiritual and cultural elements.
How Omikuji Works
Participating in the omikuji tradition is a straightforward yet enchanting process. Visitors to shrines and temples purchase omikuji, usually for a nominal fee, and draw a small, folded paper containing a written prophecy or fortune. These prophecies range from extremely auspicious (daikichi, or great luck) to moderate (kichi, or good luck) and even to less favorable predictions (shōkichi, or small luck) and outright bad fortunes (kyō, or curse).
The omikuji typically includes detailed predictions about various aspects of life, such as love, health, career, and finances. After receiving their omikuji, individuals have the option to tie the paper to designated racks or trees within the shrine or temple grounds. This act is believed to either solidify the fortune or dispel any potential misfortune.
How are businesses in Japan capitalizing on this tradition this year?
Exploring this aspect of Japanese culture during the New Year can be advantageous for fostering consumer engagement. Let’s examine how businesses in Japan leverage comparable surprise elements and engagement strategies in their promotions to capture consumer interest during this festive season.
Offering a chance to win using Omikuji!
- Rakuten: Offering a chance to increase points for shopping with their “New Year Fortune” campaign
- Horutanya: Holding a fortune dice event where you can get different discounts and freebies from the restaurant, including discounts and free servings of meat, depending what kind of luck you get from the “omikuji” equivalent to your dice roll. Suspenseful, just like getting your real omikuji!
- SHEIN: Coinciding their New Year Sale, they are offering New Year’s Omikuji (fortune lottery) where you can get coupon or a gift card
Surprise Omikuji inside the purchased item
- Ginza Cozy Corner: Offering New Year limited edition sweets gifts with omikuji inside. If you get bad fortune, at least you got sweets!
- Baskin Robbins: Offering limited products that contains omikuji. Have the cute characters on your ice cream tell your fortune? Why not!
Offering Omikuji Experience Online
- VTuber Komainu (Konryuu! Komainu AI Shrine): Komainu AI Shrine is a new type of shrine experience where popular Vtuber “Komainu” acts as a guide. In the experience, they offer 24-hour omikuji service using AI, and VTuber “Komainu” will tell you your fortune!
Extra! Cute idea for your business’ character: Omikuji GIF
To commemorate Japan’s New Year’s tradition, why won’t you make a GIF omikuji using your brand’s characters? Above are examples from popular Japanese characters that brands often collaborate with. They created an interactive tweet where you can pause the GIF and tells you your fortune just like an omikuji!
Read more about VTuber in Japan: The Rise of Vtubers in Japan in 2023: A Marketing Phenomenon
Wrap-up
Beyond its religious roots, Omikuji has seamlessly integrated into contemporary society, presenting unique opportunities for businesses to engage with consumers during the festive season. This convergence of tradition and commerce not only enhances the festive spirit but also provides opportunities for businesses to connect with consumers in a meaningful way during this special time of the year.
