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Japanese Marketing Calendar | 2026 Edition
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A well-designed Japanese marketing calendar can be a key to success. Having said so, creating a marketing strategy that works well throughout the year requires marketers to consider multiple factors. In this blog, we will discuss the most important events you need to include in your 2026 Winter Marketing Calendar in Japan.
Table of Contents
January 1st is one of the biggest holidays in Japan, celebrated with unique customs like visiting temples at midnight and eating osechi ryōri, a symbolic New Year’s meal. Preparations are made in advance for a peaceful start to the year.
Fukubukuro are lucky bags sold with a mystery mix of goods at a discount during the first week of January, popular across stores and online. This tradition helps businesses clear stock and prepare for new collections.
Seijinshiki, Coming of Age Day, is observed on the second Monday and celebrates young adults turning 20 with formal ceremonies and traditional attire. Additionally, winter sports and trips to places like Niseko are popular through January and February.
Valentine’s Day in Japan is celebrated with a twist—girls give chocolates to boys, who reciprocate on White Day in March. Popular chocolates include honmei, giri, tomo, and jibun choco. Chocolate sales peak significantly during this period.
February also features numerous strawberry fairs and buffets around Japan, with fresh fruits and desserts delighting many consumers.
March 3rd is Hinamatsuri, or Doll’s Day, dedicated to girls’ happiness with traditional dishes and hina doll decorations. White Day on March 14th follows Valentine’s, when gifts are returned, often including sweets and ‘white’ themed accessories.
Spring marks shinseikatsu, the ‘new life’ cycle—people prepare for new jobs and university, buying furniture, appliances, and clothes. Businesses run “new life” campaigns with deals on essentials.
March 21st starts spring and hanami (flower viewing), as sakura cherry blossoms bloom nationwide. This season inspires sakura-themed marketing campaigns and social media engagement but also the beginning of hay fever season.
Are you planning marketing campaigns for the Japanese market? Our 2026 Japanese Marketing Calendar is a free resource where you can find 12 monthly spreads full of important information, as well as unique cultural deep dives. 
April starts the new fiscal and school year in Japan, making it a prime time for promoting new products, educational supplies, and services. Showa Day, on April 29th, honours the former Emperor and prompts related sales and campaigns.
The sakura phenomenon is central in April, as cherry blossoms bring people outdoors and create event opportunities like viewing parties and photography contests.
Marketers often launch sakura-themed campaigns and social media contests, but must respect the cultural significance of these blossoms.
May is dominated by Golden Week, a succession of four national holidays where many Japanese travel. This period is a major opportunity for companies to promote tourism-related deals including travel gadgets, outdoor gear, and entertainment.
Despite crowded destinations, the large potential market makes Golden Week a valuable season for marketing campaigns.
June introduces tsuyu, the rainy season, leading people to prefer indoor activities. This is a good time to promote products like board games, home workout gear, and streaming services.
June is also a popular wedding month inspired by western culture, bringing business for bridal products and honeymoon packages.
With less travel due to weather, hotels and venues offer availability and discounts. The blooming flowers also provide beautiful settings for wedding photos.
Are you planning marketing campaigns for the Japanese market? Our 2026 Japanese Marketing Calendar is a free resource where you can find 12 monthly spreads full of important information, as well as unique cultural deep dives.
July in Japan is packed with vibrant festivals like Gion Matsuri in Kyoto, one of Japan’s most historic and colorful celebrations, featuring grand processions of traditional floats and lively street events.
Major fireworks festivals, such as Sumidagawa in Tokyo and Nagaoka Fireworks in Niigata, attract over a million spectators with spectacular pyrotechnic displays. Marketers can leverage these events with themed campaigns, exclusive merchandise, and social media engagement around festival themes.
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August features lively dance festivals like Awa Odori in Tokushima and Yosakoi in Sapporo, where traditional and modern dance performances energize the streets. The Okinawa Eisa Festival combines colorful drumming and dance, while summer fireworks shows, such as Lake Suwa and Omagari, light up the night sky.
Brand activations with festival-themed promotions, merchandise, and interactive social media campaigns are ideal during this energetic period.
The Obon holiday also occurs in August, a key time for family reunions and traditional rituals, offering additional opportunities for cultural engagement.
September signals the transition to autumn with the Silver Week holidays, offering a chance to promote fall fashion and travel deals.
LINE campaigns with influencer takeovers and seasonal promotions boost engagement, while Yahoo! JAPAN ads target Silver Week travelers with tailored offers. This month is ideal for highlighting early autumn collections and seasonal experiences as the weather cools and leaves begin to change.
October celebrates momiji (autumn foliage) with extensive leaf-viewing activities and festivals like the Momiji Festival, attracting tourists to scenic spots.
Sports Day on the second Monday encourages active lifestyles, boosting related product sales.
Halloween also gains popularity, with themed costumes, sweets, and decorations creating marketing opportunities for festive promotions targeted at a wide audience.
November marks the start of winter preparations with people shopping for warm clothing and humidifiers. The traditional Shichi Go San (7-5-3) festival celebrates children’s growth with shrine visits and kimono rentals.
This month also begins the gift-giving season with o-seibo, emphasizing gratitude through gift sets and special offers. End-of-year campaigns and festive promotions are key for engagement.
December is festive with Christmas and New Year. Christmas has become widely celebrated, featuring seasonal sales, decorations, and events like illuminations and markets.
Many families prepare osechi ryori for New Year, engaging in house cleaning and gift exchanges like o-seibo. The month ends with bonenkai (year-end parties), providing a perfect window for social and corporate promotions that capitalize on the holiday spirit.
There are several unique holidays and events in Japan that are not observed anywhere else in the world. To create a well-rounded marketing strategy, including these in the calendar is crucial. This will help your business to approach the correct audience at the perfect time. At DMFA, we can help you analyse the market and design a custom marketing plan according to your needs. Please get in touch to schedule a free consultation. Simply fill in the form and our team will get back to you as soon as possible → 
