What's Needed for SNS-Worthy Paper Bags/Shoppers: About 32% Answer "Sophistication of Design/Graphics," and About 44% Expect "Increased Brand Awareness"

Can a Carried Paper Bag Become Another "Billboard"?

After shopping, paper bags and shoppers are what remain. Until now, they have served as the unsung heroes of shopping, existing to carry purchased items.

However, recently, stylishly designed bags are sometimes photographed on social media and spread in unexpected ways.

So, what is the actual perception of paper bags and shoppers among people?

Therefore, in collaboration with Kumabukuro, an original paper bag specialty store in Kumamoto, we conducted a survey on "Paper Bags/Shoppers and SNS" targeting 500 men and women nationwide.

*When quoting the content of this press release, please take the following actions:

- State that the source is "a survey by NEXER Group Inc. and Kumabukuro."

- Include a link to Kumabukuro (https://fukuro-mart.net/)

"Paper Bags/Shoppers and SNS Survey" Overview

Survey Method: Internet-based questionnaire

Survey Period: May 29, 2026 - June 5, 2026

Target Respondents: Men and women nationwide

Valid Responses: 500 samples

Questions:

Question 1: Have you ever posted or taken photos of paper bags or shoppers received from shopping on social media (Instagram, X, TikTok, etc.)?

Question 2: If so, what kind of paper bag/shopper was it? Please tell us about its memorable features.

Question 3: Have you ever seen posts of paper bags or shoppers on social media that made you think, "That's nice," or "I want one too"?

Question 4: What features did the paper bags/shoppers that caught your eye have? (Multiple selections allowed)

Question 5: What elements do you think are important for SNS-worthy paper bags/shoppers? (Multiple selections allowed)

Question 6: What kind of effects do you think the spread of paper bag/shopper photos on social media has on the brand/store?

Question 7: Regarding the spread of paper bag/shopper photos on social media, please provide specific episodes about the effects it has on the brand/store.

*In principle, values are rounded to the second decimal place, so the total may not be 100%.

93.6% Answered They Have "Never Posted or Photographed" Paper Bags/Shoppers on Social Media

First, we asked about the experience of posting or taking photos of paper bags or shoppers received from shopping on social media.

As a result, 93.6% answered "no." Those who "have taken photos but not posted" accounted for 3.2%, and those who "have done both" also accounted for 3.2%.

The act of photographing bags seems to remain a habit for only a small portion of people.

However, it is also evident that there are definitely bags that inspire people to take photos, even if only a few.

So, what kind of bags captured the hearts of those who took photos? We asked those who have experience photographing or posting about the memorable features.

What kind of paper bag/shopper was it? Please tell us about its memorable features.

- Stylish design. (20s, Female)

- A limited edition Christmas design from a famous brand. (20s, Female)

- A paper bag from Polo Ralph Lauren. It gave a feeling of receiving a slightly luxurious gift. (30s, Female)

- I think it was a Japanese-style bag with a flower illustration. It had a simple yet beautiful design. (30s, Female)

- A cool design from a shop only found in that region. (40s, Male)

- The pink paper bag from Victoria's Secret. (40s, Female)

Common themes in the responses were "design," "color," and "quality of construction."

Rather than flashiness, simple and carefully made bags caught their attention.

Regional exclusive designs and brand-specific color schemes also seem to be memorable.

Since those who photograph them are a minority, it seems there is a clear reason why a bag is chosen for that one shot.

75.6% Answered They Have "Never Seen" Posts of Nice Paper Bags/Shoppers on Social Media

Next, we asked if they had seen posts of paper bags or shoppers on social media that made them think, "That's nice," or "I want one too."

75.6% answered "not at all." "Rarely" was 16.4%, "a few times" was 5.8%, and "many times" was 2.2%.

Those who have seen them are still a minority. However, combining "a few times" and "many times" means that 8.0% of people have clearly encountered posts that moved them.

So, what features did the bags that caught their eye have?

We asked those who had seen such posts about their features.

The most common answer was "stylish design/illustration" at 75.0%.

This was followed by "beautiful coloring/color scheme" at 55.0%, and "luxurious texture/material" at 35.0%.

Furthermore, "impressive brand logo or text design" accounted for 27.5%, "seasonal/limited edition feel" and "unusual size or shape" both at 15.0%, and "elaborate handle design" at 7.5%.

What attracts viewers' eyes are, first and foremost, design, and then color. It seems the beauty on the screen moves people's hearts before they even hold it.

Following that was the sense of luxury in the texture. Even through the screen, the thickness of the paper and the matte feel seem to mysteriously convey themselves to the viewer.

32.2% Answered "Sophistication of Design/Graphics" is Important for SNS-Worthiness

Next, we asked what elements they thought were important for SNS-worthy paper bags/shoppers.

The most common answer was "sophistication of design/graphics" at 32.2%.

Closely following was "beauty of coloring/color scheme" at 30.6%. Further down, "easy-to-carry functionality" was 24.8%, and "presence of brand logo" and "luxury of material/texture" were both 20.8%.

"Limited edition/rarity" was 13.0%, "use of environmentally friendly materials" was 9.2%, and "other" was 17.0%.

Elements related to appearance occupied the top positions. Sophisticated design and beautiful color schemes seem to form the foundation of "SNS-worthiness."

On the other hand, what cannot be overlooked is "easy-to-carry functionality," which ranked third. Practical aspects, seemingly unrelated to SNS-worthiness, garnered support from a quarter of respondents.

Not just beautiful, but also comfortable to carry. Bags that satisfy both of these criteria are likely to be naturally picked up by people and remain in photos.

44.2% Answered "Increased Brand Awareness" as an Effect of Paper Bag/Shopper Spreading on Social Media

Finally, we asked what kind of effects people thought the spread of paper bag/shopper photos on social media had on brands/stores.

The most common answer was "increased brand awareness" at 44.2%.

This was followed by "improved brand image" at 30.8%, "leading to new customer visits/purchases" at 18.0%, "reduced advertising costs through word-of-mouth effect" at 17.2%, "deepened relationship with fans" at 10.6%, and "other" at 17.6%.

Many people associate the spread of bags with "increased brand awareness."

The perception that people carrying bags with logos are essentially walking billboards is strong, and this image seems to be widely shared.

So, why do they feel this way? We asked for specific reasons and episodes.

Please tell us specific effects and episodes for brands/stores.

- Because I feel the brand's value just from the shopper bag itself. (20s, Female)

- When I see people carrying them at events like Comiket, it makes them easier to recognize. (20s, Male)

- I've become interested in a store because of its good packaging, looked it up, and even visited it. (30s, Female)

- Cool or cute brand paper bags are one reason to want to visit the store. (30s, Male)

- Bags with stylish logos make me think it's a store with good taste. (30s, Female)

- Bags from Isetan or Takashimaya are so famous that you can tell which store they're from at a glance, and I think that alone serves as advertising. (40s, Male)

The responses revealed that paper bags are more than just packaging.

The statement "I looked up the store after seeing the bag" carries the persuasive power of someone who has actually experienced it.

They are perceived as carriers of the brand's very image, regardless of generation.

Conclusion

In this survey, the number of people who have experience posting or photographing paper bags/shoppers on social media remained a minority.

On the other hand, we also found that bags with stylish designs, beautiful color schemes, and ease of carrying indeed have the power to attract people.

And many people perceived the spread of bags as leading to "increased brand awareness." A single bag that remains in hand can unexpectedly bring in new customers.

For those who feel this potential, why not consider incorporating paper bags/shoppers that make people want to take photos into your daily shopping or store design?

<For Use in Articles, etc.>

- State that the source is "a survey by NEXER Group Inc. and Kumabukuro."

- Include a link to Kumabukuro (https://fukuro-mart.net/)

【About Kumabukuro】

Location: 1765 Shimo-rokka, Kashima-machi, Kamimashiki-gun, Kumamoto 861-3102

Representative: Tatsutaro Tokunaga

Tel: 096-368-8100

URL: https://fukuro-mart.net/

Business Activities: Printing, Bookbinding, Publishing, Manufacturing of paper bags and tote bags

【About NEXER Group Inc.】

Headquarters: Rise Arena Building 11F, 4-5-2 Higashi-Ikebukuro, Toshima-ku, Tokyo 170-0013

Representative Director: Yuya Miyata

URL: https://www.nexer.co.jp

Business Activities: SEO, Web Branding, Web Advertising, Site Production, Media