THE JAPAN NEWS


 

TOKYO (Jiji Press) — Japanese department stores are planning to sell or offer free of charge commemorative items on May 1, when the nation’s new era, Reiwa, is set to start, in line with Crown Prince Naruhito’s accession to the throne on the day.

With the country going into an Imperial succession-related 10-day holiday on Saturday, they are busy trying to boost the celebratory mood.

Department stores are also aiming to expand sales during the holiday period, when a number of people are expected to go out for shopping.
On the first day of the Reiwa era, Matsuya Co.’s outlet in Tokyo’s Ginza district will welcome customers with a trumpet fanfare when it starts the day’s operations at 10 a.m.

The store will distribute special “anpan” sweet rolls and “masuzake,” or sake served in a square cup, each to the first 100 customers. In addition, a performance is slated in which a calligrapher will write the two kanji characters for Reiwa on a huge piece of “washi” traditional Japanese paper.

Daimaru Matsuzakaya Department Stores Co.’s Matsuzakaya store in Tokyo’s Ueno district will offer traditional sweets with Japanese characters reading “Hello, Reiwa” on them to the first 248 customers, as Reiwa will be the 248th era name since the first era name, Taika, was introduced in 645.

At Tobu Department Store Co.’s flagship store in Tokyo’s Ikebukuro district, a specially made rice omelet and a special version of “daifuku” confection sprinkled with powdered gold will be sold until May 8.
Meanwhile, Takashimaya Co. has no special plans. “It’s not good to carry out a project highlighting the era change too much,” a senior Takashimaya official said.

Reiwa will succeed the Heisei era, which is set to end on April 30, when the Emperor abdicates. The upcoming Imperial succession will be the first from a living Emperor in Japan in about 200 years.