ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon Print
Japan's Reiwa era

Businesses cash in on Japan's Reiwa era changeover

Hotels, stores and landmarks scramble for celebration spending

The landmark Tokyo Skytree will extend its observatory hours so visitors can experience the transition from the Heisei era to the new Reiwa era on the evening of April 30 in the sky. (Photo by Akira Kodaka)

TOKYO -- Japan is at the dawn of a new era, and many businesses are hoping the accession of Crown Prince Naruhito to emperor will also mean a fresh start for the country's lackluster economy.

The Reiwa era begins with an unprecedented 10-day public holiday, which kicks off Saturday. The combination of the annual Golden Week holiday with additional public holidays commemorating the abdication of current Emperor Akihito on April 30 and the accession of the new emperor on May 1, has created an opportunity for businesses to penetrate. 

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Discover the all new Nikkei Asia app

  • Take your reading anywhere with offline reading functions
  • Never miss a story with breaking news alerts
  • Customize your reading experience

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more