The New Years Lycky Bags is a Japanese New Years custom where merchants make gift bags filled with unknown random brand contents and sell them for a substantial discount, usually 50% or more off the list price of the items contained within. Fukubukuro usually are snapped up quickly by eager customers, with some stores having long lines snake around city blocks hours before the store opens on New Years Day. Formerly, Fukubukuro were an easy way for stores to unload excess and unwanted merchandise from the previous year, due to a Japanese superstition that one must not start the New Year with unwanted trash from the previous year and start clean. Nowadays, Fukubukuro are pushed as a lavish New Year’s event rather than a way for stores to get rid of excess merchandise.
I personally see this as a way to the brands present their customers and say thank you for our buying our products. While I was in Japan I bought two Fukubukuro bags one from the Converse, and the other from Adidas, I must have saved over 200 dollars, it was great.
Japan Probe did a great post about Fukubukuro here – JAPAN probe
And, of course, Danny Choo – Danny Choo