FuRyu Survey Report on 'Jara-dzuke' Bags: Layering Charms Becomes a Trend! High School Girls Average 4.6 Items, Fandom Groups Average 3.8. Approx. 80% of Women Aged 16-25 Have Experience with 'Jara-dzuke'.
FuRyu conducted a survey on the 'Jara-dzuke' bag trend among 1,031 women aged 16-25. The results showed that about 80% have experience decorating their bags, with high school students attaching the most items at an average of 4.6, highlighting the high demand for self-expression through modular accessories.
📋 Article Processing Timeline
- 📰 Published: April 28, 2026 at 19:10
- 🔍 Collected: April 28, 2026 at 10:31
- 🤖 AI Analyzed: April 28, 2026 at 15:25 (4h 53m after Collected)
FuRyu Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President: Masahito Enomoto; hereinafter 'FuRyu') conducted a survey on the trending 'Jara-dzuke bags' among 1,031 women aged 16 to 25 through its internal research organization, FuRyu 'Girls Research Institute.'
'Jara-dzuke' refers to hanging numerous charms and keychains on a bag, a practice enjoyed mainly by young women across various generations and genders. This survey investigated the number of items attached, characters used, and specific preferences by category (School/Commuting vs. Oshi-katsu (fandom activities)).
In July 2025, FuRyu launched the 'FuRyu Kawaii Research Institute.' Centered on this institute, we deliver new 'Kawaii' experiences by utilizing the marketing power, sensitive antennae, and sensibilities cultivated in the girls' trend and world-view businesses. By leveraging the resources of the FuRyu 'Girls Research Institute' and its partners, we will produce and disseminate 'Kawaii,' contributing to the development of Kawaii culture.
Key Topics:
- Approximately 80% of women aged 16-25 responded that they attach at least one item to their bag.
- The average number of items attached is 4.6 for high school students, 2.1 for university students and older, and 3.8 for the fandom (Oshi-katsu) group.
- Preferences: High school students focus on 'Color Uniformity,' university students and older on 'Balance with Clothing,' and the fandom group on 'Member Color of their Favorite (Oshi).'
- Popular characters for Jara-dzuke: 1st Chiikawa, 2nd Hello Kitty, 3rd Minnie Mouse.
Survey on Bag 'Jara-dzuke':
Of the 1,031 surveyed, 823 (79.8%) responded that they attach at least one item to their bag, while 208 (20.2%) attach nothing. The survey also categorized responses by high school students, university students/older, and the fandom group (defined as those who attach items to their 'Oshi-katsu bags').
Regarding bag decoration habits, 81.8% of high school girls and 70.7% of university students/older reported attaching items. More than half enjoy decorating their bags.
Details on Number and Preferences:
For school bags, high school students attached an average of 4.6 items. 47.3% of them chose between 2 and 5 items, showing that about half prefer multiple attachments. The maximum number was 18. Their choices are often driven by color uniformity, balance, and character image.
In contrast, university students and older attached an average of 2.13 items, with 73.8% choosing 1 or 2 items. Specifically, more than half attached only one item. The maximum number for this group was 14. Their preferences included 'wanting to show individuality' or 'because I like it,' but also prioritized 'matching with outfits' (4th) and 'functionality/practicality' (5th), such as ease of opening zippers or storing lip balm. They tend to select items based on purpose rather than just sheer number.
For the 'fandom group' (those using bags for Oshi-katsu), the average number of items was 3.89...
'Jara-dzuke' refers to hanging numerous charms and keychains on a bag, a practice enjoyed mainly by young women across various generations and genders. This survey investigated the number of items attached, characters used, and specific preferences by category (School/Commuting vs. Oshi-katsu (fandom activities)).
In July 2025, FuRyu launched the 'FuRyu Kawaii Research Institute.' Centered on this institute, we deliver new 'Kawaii' experiences by utilizing the marketing power, sensitive antennae, and sensibilities cultivated in the girls' trend and world-view businesses. By leveraging the resources of the FuRyu 'Girls Research Institute' and its partners, we will produce and disseminate 'Kawaii,' contributing to the development of Kawaii culture.
Key Topics:
- Approximately 80% of women aged 16-25 responded that they attach at least one item to their bag.
- The average number of items attached is 4.6 for high school students, 2.1 for university students and older, and 3.8 for the fandom (Oshi-katsu) group.
- Preferences: High school students focus on 'Color Uniformity,' university students and older on 'Balance with Clothing,' and the fandom group on 'Member Color of their Favorite (Oshi).'
- Popular characters for Jara-dzuke: 1st Chiikawa, 2nd Hello Kitty, 3rd Minnie Mouse.
Survey on Bag 'Jara-dzuke':
Of the 1,031 surveyed, 823 (79.8%) responded that they attach at least one item to their bag, while 208 (20.2%) attach nothing. The survey also categorized responses by high school students, university students/older, and the fandom group (defined as those who attach items to their 'Oshi-katsu bags').
Regarding bag decoration habits, 81.8% of high school girls and 70.7% of university students/older reported attaching items. More than half enjoy decorating their bags.
Details on Number and Preferences:
For school bags, high school students attached an average of 4.6 items. 47.3% of them chose between 2 and 5 items, showing that about half prefer multiple attachments. The maximum number was 18. Their choices are often driven by color uniformity, balance, and character image.
In contrast, university students and older attached an average of 2.13 items, with 73.8% choosing 1 or 2 items. Specifically, more than half attached only one item. The maximum number for this group was 14. Their preferences included 'wanting to show individuality' or 'because I like it,' but also prioritized 'matching with outfits' (4th) and 'functionality/practicality' (5th), such as ease of opening zippers or storing lip balm. They tend to select items based on purpose rather than just sheer number.
For the 'fandom group' (those using bags for Oshi-katsu), the average number of items was 3.89...