Enrollment of Children Decreases Annually but Prices Continue to Rise
Parents and Grandparents Spend Generously... Preparing a Year in Advance
In Japan, the so-called "Rankatsu" season for purchasing new school year backpacks called "Randoseru" has arrived. Rankatsu, a combination of Randoseru and the Japanese word "katsu (活)" meaning activity, reflects the reality of Japan's ultra-low birthrate society. Despite the declining number of new students, the trend of investing generously has caused backpack prices to continue soaring.
On the 29th, Nihon Keizai Shimbun (Nikkei) reported that despite the low birthrate trend, the products of the famous Randoseru company Seiban have doubled compared to five years ago. This year, the department store franchise Takashiyama will showcase 200 types of Randoseru in stores and 700 types online. Nikkei stated, "Japan is an ultra-low birthrate country, but the amount spent on Randoseru is increasing, and the market is actually growing."
A parent is looking at a randoseru ahead of their child's school entrance. (Photo by Tsujiya Randoseru)
The magazine Kodansha conducted a survey targeting people who plan to purchase or have already purchased Randoseru this year, revealing that the average spending on Randoseru is between 60,000 and 70,000 yen (530,000 to 620,000 KRW). Seven percent of respondents said they spent over 90,000 yen (790,000 KRW) on custom-made products from leather workshops or suit brands.
In fact, many prepare for Rankatsu as early as one year before their child enters elementary school. New models are usually announced in January or February, and famous brands begin distributing catalogs and holding offline exhibitions. Reservations for popular brands surge in April and May, and most reservations close around June. Custom-made Randoseru orders are almost closed by July. Some places sell out within a day of opening reservations, requiring customers to line up early.
The reason the market is booming despite declining demand is that in the context of a low birthrate, parents, grandparents, and relatives lavishly spend on a single child. There is also a strong tendency to buy good-quality backpacks because it is believed that the backpack purchased at enrollment will be used throughout the six years of elementary school. Nikkei explained, "Since there are fewer children, Rankatsu, which happens once a year, is a truly rare event. Because everyone's attention is focused, it is inevitable that high-priced items attract interest."
However, companies are also seeking various ways to cope with potential market contraction in the future. Tsuchiya Bag Factory originally offered free warranty only for the six years while the child attends elementary school after purchase, but considering cases where the high-priced backpack is handed down to younger siblings, they started a repair service that allows backpacks to be fixed or refurbished at a relatively low cost after graduation. Companies like Seiban are targeting a broader consumer base by promoting not only Randoseru but also adult bag brands.
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