Fuku no Hi (Japanese Sweets Day)
Food DaysWhat Is Fuku no Hi?
The 29th of every month is "Fuku no Hi" in Japan. It was established by Nippon Access, Inc., a general food trading company. The date is a pun: 2 and 9 can be read "fu (2) ku (9)," matching the word fuku, meaning happiness or good fortune. The aim is to convey the appeal of wagashi, traditional Japanese sweets, and support their sale at retail.
Sweets That Mirror the Seasons
Wagashi come in forms that draw on the ingredients and scenery of every season through the year. The day was built around the idea that eating them makes people feel fortunate.
- Established by: Nippon Access, Inc., a general food trading company
- Origin of the date: the pun "fu (2) ku (9)"
- Why monthly: so the seasonal varieties can be enjoyed all year
- Purpose: to convey the appeal of wagashi and drive retail promotion
December Into January Is Wagashi Season
The turn of the year brings more occasions to buy sweets -- boxed gifts for visitors, New Year calls. Wagashi range from dry sweets that keep well to fresh ones best eaten the same day, so they can be matched to the recipient and the occasion.
Tips for Marking This Day
- Stop into a wagashi shop and look at the seasonal fresh sweets
- Choose something that keeps well for New Year visits
- Brew tea and taste a sweet alongside it
- Look up the long-established wagashi shops in your area
Sweets as a Way to Share Good Fortune
Layering the sound "fuku" with the meaning of good fortune is a very Japanese move. The last 29th of the year is a fine excuse to send sweets to someone who helped you through it.