#1 Thing to Do in Spring is 'Travel', #2 is 'Cherry Blossom Viewing' - 'Strawberry Daifuku' Tops the Sweets People Want to Eat This Spring
Cross Marketing Inc. published its 2026 'Expectations for Spring' survey. 'Travel/Outings' ranked first for activities, while 'Strawberry Daifuku' was the most popular spring sweet.
🤖 AI Analyzed: April 21, 2026 at 06:17 (442h 41m after Collected)
Cross Marketing Inc. (Headquarters: Shinjuku-ku, Tokyo, President and CEO: Miki Igarashi) conducted a survey on 'Expectations for Spring (2026)' targeting men and women aged 20 to 69 nationwide. Spring is a season for starting a new life and facing major environmental changes; it is also a time when the mild climate fosters a positive mood. In this survey, we asked about 'What makes you happy in spring,' 'What you want to do in spring,' 'What you want to renew or change in spring,' 'Spring sweets you want to eat this year,' and 'Physical changes and ailments felt during spring.'
**◆ Click here to download the cross-tabulation table**
https://www.cross-m.co.jp/report/trend-eye/20260402spring
## Survey Results
**The top things people are happy about in spring are 'The weather gets warmer,' 'Enjoying cherry blossoms and seasonal flowers,' and 'The days get longer.'**
**Regarding things to do in spring, 'Travel/Outings' and 'Cherry blossom viewing' accounted for 30%, showing a high interest in leisure.**
Over 40% of men and women in their 60s answered 'Travel/Outings', and over 40% of women in their 20s answered 'Cherry blossom viewing'.
**The top 3 things people want to renew or change are 'Fashion style,' 'Lifestyle habits,' and 'Hairstyle.'**
Women showed a higher consciousness towards grooming their appearance, choosing 'Fashion style,' 'Hairstyle,' and 'Fashion accessories.'
**The sweet that people want to eat most this spring is 'Strawberry Daifuku', chosen by a maximum of 32.0%. This was followed by 'Sakuramochi/Domyoji' and 'Strawberry Shortcake'.**