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Rakuten Group Co., Ltd. (hereinafter referred to as Rakuten) announced today the "Rakuten Market" New Year's trends prediction for 2025, based on purchasing data and surveys of general consumers.

In "Rakuten Market", they handle approximately 0.017 million (Note 1) New Year's dishes. The total distribution amount of New Year's dishes on "Rakuten Market" during the 2024 New Year's commercial period increased by approximately 1.5 times compared to the same period in 2020 (Note 2). Recently, in addition to the traditional Japanese-style New Year's dishes, there has been a diversification and casualization trend with Western-style, Chinese-style, and character-themed New Year's dishes being offered.

The New Year's holidays from 2024 to 2025 are expected to have up to 9 consecutive holidays, increasing opportunities for people to return home and spend time with their families and relatives in large numbers. In order to propose ways to enjoy New Year's dishes, especially for the younger generation, and to stimulate continuous demand for New Year's dishes, "Rakuten Market" has jointly developed a popular store called "Hakata Hisamatsu" and a New Year's dish that even Generation Z can enjoy called "Oshiosechi", which will be sold in limited quantities starting today.

①オードブルおせち
重箱に定番の品目を詰め合わせた従来タイプのおせちに加えて、近年では洋食も含んだ多種多様な品目を好みに応じて自由に盛り合わせて楽しむことができるオードブルスタイルのおせちの需要が高まっており、カジュアルにおせちを楽しむスタイルが浸透している傾向にあります。「楽天市場」では、オードブルスタイルのおせちの流通総額が2020年から2023年で約1.8倍（注3）に伸びています。また、「楽天市場」でオードブルを販売する店舗は、盛り付けしやすいカップに入ったおせちの詰め合わせや、個包装タイプでユーザーのライフスタイルや好みに合わせて自由に選べるおせち商品を提案している傾向にあります。このようなニーズを受け、今年のおせち商戦では「オードブルおせち」に注目が集まることを予測しています。「楽天市場」では10月1日（火）に公開する「楽天市場 おせち2025」特集ページにおいて、「オードブルおせち」を紹介するコンテンツを初めて展開予定です。

商品名： 京都「しょうざん」カップインオードブル
店舗名： 美食サークル
URL:

②ハイブリッドおせち
楽天が運営するマイクロタスク型クラウドソーシングサービス「楽天超ミニバイト」のアンケート調査（注4）によると、全体の半数以上（54.9％）が、2025年におせちを「食べると思う」もしくは「食べたいと思う」と回答しました。また、購入予定のおせちについて複数回答で尋ねたところ、上位3回答に「和風と洋風の組み合わせおせち」「伝統的な和風おせち」「洋風と中華の組み合わせおせち」が並び、異なるジャンルを組み合わせたおせちの需要も高いことがわかりました。「楽天市場」では、組み合わせおせちの2023年の流通総額が2020年比で約3.2倍（注5）に拡大しています。さらに、手作りおせちと組み合わせて楽しめる「単品おせち」の2023年の流通総額も2020年比で約1.3倍（注6）に伸長していることから、味の組み合わせや手作りとの組み合わせといった「ハイブリッドおせち」の注目が高まることが予想されます。

Product Name: Authentic Osechi with a blend of Japanese and Western styles "Hakata".
Store Name: Hakata Hisamatsu
URL:

Product Name: Snack Osechi.
Store Name: Itamatsukon Osechi.
URL:

③ Local New Year's dishes
In the "Rakuten Ichiba" marketplace, the demand for local food products containing the keyword "local" in the food genre is increasing year by year, and the total circulation amount in 2023 has expanded to approximately 1.3 times (Note 7) compared to 2020. In this survey, when asked about the demand for local New Year's dishes, over 30% of people responded that they have never tried it but would like to. This suggests that there is also a certain level of interest in "local New Year's dishes" with regional characteristics. In the "Rakuten Ichiba" marketplace, local New Year's dish ingredients such as "ichigo simmered in Aomori Prefecture", "carp umani in Yamagata Prefecture", and "red konjac in Shiga Prefecture" are available. It is expected that the number of people interested in "local New Year's dishes", which can also be a communication catalyst for enjoying the year-end and New Year holidays with a large number of family and relatives, will increase.

Product Name: Soft-boiled Carp
Store Name: Carp Dishes and Wagyu Delicatessen Miyasakaya
URL:

In the "Rakuten Ichiba" marketplace, we have partnered with the popular store "Hakata Kumatsume", which has won the Rakuten Gourmet Award "New Year's dish set division" a total of 14 times, to develop a "推し" New Year's dish set that gathers only the ingredients that Generation Z (Z Generation) likes to enjoy with their family and relatives. In order to develop the "推し" New Year's dish set, we conducted a survey (Note 8) asking Generation Z about the ingredients they want to eat in their New Year's dishes. The top choices were "roast beef", "soy sauce marinated salmon roe", and "gateau chocolat", indicating a trend of a wide range of ingredients preferred regardless of Japanese or Western style. The "推し" New Year's dish set will contain the top 16 popular items and will be available in limited quantities. Through the "推し" New Year's dish set for Generation Z, we aim to continuously stimulate the demand for New Year's dishes.

Commodity Name: Pushi Osechi
Store Name: Hakata Hisamatsu
URL:

(Note 1) As of September 2, 2024 (Monday). The number of food products listed as"Osechi" on the Rakuten market.
(Note 2) Comparison of the total distribution amount of food products containing "Osechi" in the product name between August 18, 2020 (Tuesday) to December 29, 2020 (Tuesday) and August 18, 2023 (Friday) to December 29, 2023 (Friday).
(Note 3) Comparison of the total distribution amount of products containing the keywords "Hors d'oeuvres" and "Osechi" between January 1, 2020 (Wednesday) to December 31, 2020 (Thursday) and January 1, 2023 (Sunday) to December 31, 2023 (Sunday).
(Note 4) A survey conducted in August 2024 targeting 1,000 people aged 10 to 80, on "How to spend the end-of-year and New Year's holidays in 2025" (Survey agency: Rakuten Super Mini Byte).
(Note 5) Compare the total circulation of products containing keywords such as "和風" and "おせち", as well as "洋風", "フレンチ", "中華" between January 1, 2020 (Wednesday) - December 31, 2020 (Thursday) and January 1, 2023 (Sunday) - December 31, 2023 (Sunday).
(Note 6) Compare the total circulation of products containing keywords such as "栗きんとん", "数の子", "黒豆", "伊達巻", "かまぼこ" between January 1, 2020 (Wednesday) - December 31, 2020 (Thursday) and January 1, 2023 (Sunday) - December 31, 2023 (Sunday).
(Note 7) Compare the total circulation of food products containing the keyword "ご当地" in the product name between January 1, 2020 (Wednesday) - December 31, 2020 (Thursday) and January 1, 2023 (Sunday) - December 31, 2023 (Sunday).
(Note 8) Internet survey "Z Generation Osechi Questionnaire" conducted in July 2024 targeting 1,000 men and women aged 15 to 29 (Survey institution: Freeasy iBridge Inc.)

・"Rakuten Market Osechi Special Feature 2025"
URL:
Opening period: October 1, 2024 (Tuesday) 10:00 - December 29, 2024 (Sunday) 9:59
Overview: In addition to "Classic Osechi" and "Hybrid Osechi" for those who want to enjoy a luxurious feeling, we also offer "Premium Ingredient Osechi" and "Single Item Osechi" for those who want to choose their favorite ingredients or add one item to their homemade osechi. We also provide a detailed search function that allows you to narrow down the products based on factors such as the number of people, budget, taste of osechi, and whether it is "frozen," "refrigerated," or "room temperature.

Rakuten Market New Year Selection 2025 Early Booking and Early Benefits
URL:
Release Period: Until 9:59 on Tuesday, October 1, 2024
Overview: For those who want to choose osechi early for New Year's 2025 and make a cost-effective reservation, we will introduce osechi-related products that can be booked and purchased early, such as "Trial Osechi" set in small quantities, osechi with review ratings of 4.0 or higher from last year, and osechi supervised by famous ryotei and celebrities.

Early Discount Concurrent Campaign Overview: Entry & Early Purchase of Eligible Osechi, Receive a ¥3,000 Off Coupon Usable from Mid-January of the Following Year
URL:
Event Period: Until 9:59 on Monday, September 30, 2024
Overview: Upon entry to the campaign and purchase of eligible osechi, all users will receive a ¥3,000 off coupon for use on products on Rakuten Market.
*Coupon available period: January 16, 2025 (Thursday) to February 28, 2025 (Friday)

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