Pink Fever From Parks to Konbinis – Sakura Season in Japan and its Seasonal Products
With the last blossoms falling from the trees like snow, the temporarily pink wonderland finds its end after just a few days. Along with it the seasonal pink, products leave the shelves of konbinis and supermarkets again, making space for the next summer specials or the regular version of beloved products like snacks and drinks.
Nowhere else can you get struck with spring fever more kitschy and beautifully than in Japan during its sakura season. When the cherry blossom trees begin to bloom and turn Japanese cities into pink and white, many people are out on the streets photographing and enjoying the yearly natural phenomenon. Sakura forecasts predict the first and last blossoms in every city and region throughout Japan and the parks are crowded with people having outdoor parties to enjoy “hanami” [花見] the traditional Japanese flower viewing.
To bring everyone in the mood for the season and to provide the right beverages for the next hanami party, companies jump on the sakura theme every spring, introducing limited special versions of their beloved products. This sales strategy follows a calendar that splits the year into different seasons with some of the most popular ones being Matcha from May to June, sweet potatoes from October to November, and sakura from March to April. Often, these special products are displayed on a recommendation rack in supermarkets or konbinis. Another way to spot them is to look out for the words kisetsu gentei [季節限定] which translates to “limited seasonal product”.
The companies take use of the love of Japanese consumers for seasonal products and food. That means that depending on the season, shops offer fruits and vegetables, transient fish and seafood, or seasonal dishes, like cold ramen in summer. Therefore, seasonal products like the pink sakura Pepsi or the sakura flavored Kitkat make a lot of sense, especially as their exclusivity creates a certain buzz among fans that buy their favorite sweets, snacks, or drinks in bulk before they vanish for another year, or sometimes forever.
Peter Obradovic, Berlin, 2023