Times Of TIU

Writer: Dinith F.

Editor: Hanae F. 

Translator: Himia T. 

Introduction

“In Japan, even KitKats have seasons”. It may sound strange at first, but after living in Japan for a while, it makes total sense. As the weather changes, so does everyday life. From seasonal menus at cafes to limited time snacks and drinks at convenience stores, everything changes. In spring, the streets turn pink with sakura-themed advertisements and decorations, while summer brings cooling products and festival posters everywhere you look. In Japan, the seasons don’t just change the weather, they change the way you eat, drink, buy, and feel. 

Spring

In Japan, spring symbolizes renewal and new beginnings. This is when schools and universities start the new academic year, businesses start their new fiscal year, and the streets turn pink as the sakura season arrives. There are many sakura-themed products such as Starbucks drinks, rice cakes, sakura-flavored KitKats, and many more. In fact, nearly every brand finds a way to wrap itself in pink for a few weeks. These products with limited-time sakura-themed wrappings create a sense of urgency and nostalgia in the minds of consumers to buy before the season ends. 

Summer

Summer is one of the most brutal time periods in Japan. During this extremely hot, intense, and humid summer, the focus shifts from appearance to comfort and survival mode. Advertising also shifts to blue color which represents freshness, with images of ice and water splashes. Products such as portable fans, cold noodles, sports drinks, and UV protection products take the spotlight in convenience stores. Summer festivals (夏祭り “nasty-matsuri”) are also widely celebrated during the summer and many advertisements may use the matsuri imagery, including lanterns, fireworks and yukata.

Autumn

Autumn follows the intensity of summer, bringing a sense of relaxation and relief, during which many festivals, from the traditional moon-viewing celebration (月見 “tsukimi”) to the more recent holiday events like Halloween take place. In recent years, Halloween has been largely commercialized, and most shops have orange and black shelves filled with Halloween-edition items. 

One of my favorite autumn-limited items is the McDonald’s Tsukimi burger which comes with a fried egg as a topping. Many other fast-food chains, such as MOS burger, Wendy’s and Mister Donut also release their own version of the moon-viewing themed items. Sweet potatoes and chestnut flavoured food are also popular during this time as those are naturally harvested during autumn. Roasted sweet potatoes are a common sight to see at supermarkets, while chestnut desserts like Mont blanc become a seasonal staple.

Winter

During winter the focus is mostly on Christmas and year-end shopping, followed by one of Japan’s most culturally significant events, New Year (お正月 “oshougatsu”). Since the temperature drops drastically, food items are mostly focused on hot food and drinks. Surprisingly, the most popular food item during the Christmas season in Japan is KFC. This tradition dates back to a smart marketing campaign in the 70s by KFC Japan that successfully positioned KFC as the ultimate Christmas meal. Advertisements are associated with the festive surroundings of warm lighting, romantic imagery and Christmas music. Christmas in Japan is more commercial and romantic than religious. As December comes to an end, the mood shifts towards New Year with Osechi (おせち, traditional New Year food boxes) and Toshikoshi soba (年越しそば, year-end noodles eaten on New Year’s Eve) stealing the spotlight at supermarkets. 

Conclusion

These seasonal, limited-time products create excitement and FOMO (FearOf-Missing-Out) leading to impulse purchasing. Even ordinary products such as KitKats and McDonald’s look more desirable with a uniqueness factor. Seasonal products keep consumers interested and encourage revisiting the stores to see what new products are available. 

This strategy works well in Japan because it was an idea that existed for a long time in Japanese culture. It is the concept of “Shun”(旬), the idea that ingredients and experiences have a peak season, and enjoying them at the right time is part of their value. What we see right now is the commercialization of that concept. Modern brands have mastered the art of associating their products with each season to make consumption feel like a cultural participation rather than regular spending. In Japan, advertising is not just about selling products, it reflects how people experience weather, time, and daily life. So next time you see a sakura-flavoured KitKat, you are not just looking at a snack, you are looking at a season.