TOKYO -- Japan discovered on April 1 the new era beginning on May 1 will be called Reiwa, and businesses wasted no time in responding.
Unlike the somber national mood that prevailed during the transition to the present Heisei era after the death of the Emperor Showa (Hirohito), the new era is being welcomed with a celebratory atmosphere. Businesses are launching new products and sales campaigns to commemorate the occasion.
