What People Want to Do in Spring: 1st "Travel", 2nd "Cherry Blossom Viewing" - "Ichigo Daifuku" Tops This Spring's Desired Sweets

Cross Marketing Inc. (Headquarters: Shinjuku-ku, Tokyo; Representative Director and CEO: Miki Igarashi) conducted a "Survey on Expectations for Spring (2026)" targeting men and women aged 20-69 nationwide. Spring is a season of new beginnings and significant environmental changes, as well as a time when the mild climate fosters positive feelings. This survey asked about "things that make people happy in spring," "things they want to do in spring," "things they want to change or start new in spring," "spring sweets they want to eat this year," and "physical changes or discomforts felt in spring."

◆Download the cross-tabulation table here

https://www.cross-m.co.jp/report/trend-eye/20260402spring

Survey Results

Top reasons for feeling happy in spring are "warmer temperatures," "enjoying cherry blossoms and seasonal flowers," and "longer daylight hours."

"Travel/Outings" and "Cherry Blossom Viewing" are what 30% of people want to do in spring, indicating high interest in leisure activities. Among men and women in their 60s, "Travel/Outings" exceeds 40%, while among women in their 20s, "Cherry Blossom Viewing" exceeds 40%.

The top three things people want to change or start new are "fashion style," "lifestyle habits," and "hair style." Women show a higher awareness of improving their appearance, such as "fashion style," "hair style," and "fashion accessories."

"Ichigo Daifuku" (strawberry mochi) is the most desired sweet this spring at 32.0%. This is followed by "Sakuramochi/Domyoji," "Strawberry Shortcake," "Strawberry Parfait," and "Kusamochi (Yomogi Mochi)," all in the 20% range, with strawberry-based sweets ranking high. "Ichigo Daifuku" and "Strawberry Parfait" are popular among those in their 20s, while "Sakuramochi/Domyoji" and "Kusamochi (Yomogi Mochi)" are popular among those in their 60s.

The most common physical discomfort felt in spring is "hay fever" at 29.4%, followed by "discomfort due to temperature differences" at 19.0%. This is followed by "drowsiness/sleep disturbances," "itchy/red eyes," and "lethargy/fatigue." Women in their 40s-60s show higher rates of "discomfort due to temperature differences," "drowsiness/sleep disturbances," and "lethargy/fatigue," indicating a tendency to experience spring fatigue.

Survey Items

□Demographic questions

□Things that make people happy in spring

□Things people want to do because it's spring

□Things people want to start new or change in spring

□Sweets people want to eat this spring

□Physical changes or discomforts felt in spring

◆Download the cross-tabulation table here

https://www.cross-m.co.jp/report/trend-eye/20260402spring

Survey Overview

Survey method: Internet research (using Cross Marketing's self-service survey tool "QiQUMO")

Survey area: All 47 prefectures of Japan

Survey target: Men and women aged 20-69

Survey period: March 27 (Fri) - 29 (Sun), 2026

Valid responses: 1,100 samples for the main survey

*Due to rounding, the composition ratio may not always add up to 100%.

【Company Profile】

Company name: Cross Marketing Inc. https://www.cross-m.co.jp/

Location: Tokyo Opera City Tower 24F, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo

Established: April 1, 2003

Representative: Miki Igarashi, Representative Director and CEO

Business activities: Marketing research business, consultation related to marketing research

◆For inquiries regarding this matter from the press◆

Cross Marketing Inc. Public Relations, Marketing Department

TEL: 03-6859-1192 FAX: 03-6859-2275

E-mail: pr-cm@cross-m.co.jp

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