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Sendai has great events year-round, but the real thrill of the New Year is far and away the Sendai Hatsu-uri! Of the New Year sales held around the country, the Sendai Hatsu-uri is so significant that the government has even recognized it as a special event - it is the largest of its kind in the country.

On the early morning of January 2nd, snaking long lines form. What have these people come for" They want special fukubukuro* and fuku-bako, lucky bags and boxes which contain surprise products that exceed the sticker price of the bag or box, as well as premium coupons and other bonuses.
*Fukubukuro: These are special bags the contents of which are unknown, but they always contain products worth more than the sticker price of the bag. A real deal, they contain special sets of merchandise truly unique to the Japanese New Year!

The Sendai Hatsu-uri in Sendai is a historic event that has continued for over 200 years.

Click here for details on "Sendai hatsu-uri" events!

Click here to book hotel rooms with special perks for "hatsu-uri"!

Enjoy a forest of light in the Sendai Pageant of Starlight

Jozenji-dori, a street that runs through the center of Sendai, is lined with zelkova trees...