Rakuten Ichiba

While costumes have been the main focus of Japan’s short Halloween history, a new and homier way to enjoy Halloween is gaining popularity.

Halloween at home a hit in Japan

Less than two decades ago, Halloween in Japan was merely a curiosity - a spooky celebration largely enjoyed by foreign transplants and international-minded you...
Rakuten’s resident Trend Hunter Jun Shimizu shares thoughts on what Japan's transition to the Reiwa era might mean for the world of e-commerce.

Japan preps for Reiwa: Consumer trends

Today, Crown Prince Naruhito ascends to the throne to become Japan's emperor, marking the start of a new era for the first time since the 1980s: the Reiwa Era....