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

Japan’s Reiwa frenzy picks up as businesses get ready for new era

Retailers are starting Reiwa-themed campaigns and introducing new projects

Fairycake Fair, a bakery in Tokyo Station, helps Japan usher in the coming Imperial era with a bit of celebratory icing on the cake.   © Kyodo

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.

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