11.5 Trillion Yen Gift Market 'Shifts to Practical Goods' - MIGARU, the Fully Automatic Compression Bag You Remember on Every Trip, Proposed as an 'Anticipatory Gift' for Mother's/Father's Day, and In-Time for Summer/Autumn Travels

[Key Points of This Release]

- The domestic gift market has expanded to 11.565 trillion yen (Yano Research Institute, 2025). A 'shift to practical goods' is progressing, moving from traditional formal gifts to 'daily-use practical items'.

- Makuake pre-sales run until May 30, with reward delivery scheduled for August-September 2026. Proposed as an 'anticipatory gift' giving the 'promise of delivery' for Mother's Day (5/10) and Father's Day (6/21), and as a practical gift arriving in time for late-August homecomings, autumn holidays, and winter travels.

- 'MIGARU', a fully automatic compression bag with a built-in pump, is currently available for pre-sale on the support purchasing service Makuake (April 14 - May 30, target amount 10 million yen, reward delivery scheduled for August-September 2026).

onigiri LLC (Shibuya-ku, Tokyo, Representative: Mami Aoki) is currently conducting pre-sales for the fully automatic compression bag with a built-in pump, 'MIGARU', on the support purchasing service Makuake from April 14 to May 30 (target amount 10 million yen, reward delivery scheduled for August-September 2026). In this release, we propose 'MIGARU for Travel Lovers' in a two-stage gifting approach: as an 'anticipatory gift' giving the 'promise of delivery' for Mother's Day (5/10) and Father's Day (6/21), and as a 'practical gift that arrives in time' for late-August homecomings, autumn holidays, and winter travels.

▶ Project Page: https://www.makuake.com/project/migaru/

[Product Visual] Fully automatic compression bag with built-in pump 'MIGARU' (Makuake TOP key visual)

1. Gift Market of 11.5 Trillion Yen. 'Casual' x 'Practical' Drives the Market

According to a survey by Yano Research Institute, the domestic gift market is expected to reach 11.565 trillion yen in 2025 (103.4% compared to the previous year). While the market continues to expand, its contents are changing significantly.

While formal gifts, represented by summer and winter presents, are on a downward trend, casual gifts—"giving something truly useful for birthdays and anniversaries"—are increasing their presence. Items that can be used every day, such as kitchen appliances, beauty goods, and fashion accessories, are now being selected.

"Practical items you wouldn't buy yourself but are happy to receive"—this is the new standard for modern gift selection.

Source: Yano Research Institute "Survey on the Gift Market" (2025) https://www.yano.co.jp/press-release/show/press_id/4048

[Image 1] Transition of domestic gift market size (Yano Research Institute, 2025)

2. Presents for Travel Lovers: The Divide in Satisfaction is 'Do They Remember You Every Time They Use It?'

Looking at the rankings of presents for travel lovers on gift information sites, the following are listed in the top categories:

Source: Best Present / anny.gift / Giftpedia, Comprehensive 2026 Rankings

Gifts for Travel Lovers: Image Comparison of How Long They Continue to be Used (Luggage organization items rank highest)

What lines up at the top are "things used on every trip." Travel catalog gifts can give an "experience," but they end after one time. On the other hand, travel pouches and chargers are picked up every time they travel—that is, they are gifts where they "remember the giver every time they use it."

MIGARU belongs to this category of gifts that make them "remember every time they use it." Moreover, it comes with a "special experience" of about 40 seconds* on every trip. Every time they press the button, they remember, "Oh, that person gave me this"—that is the form of this gift.

*Varies depending on the type and amount of clothing

3. A Two-Stage Gift Proposal: A "Promise of Delivery" for Mother's/Father's Day, and "In Time" for Summer/Autumn Travels

The Makuake project runs until May 30, 2026, and reward delivery is scheduled for August to September 2026. Therefore, in this release, we propose a two-stage gifting method: Mother's Day on May 10 and Father's Day on June 21 are "anticipatory gifts" (sending a promise with a message card, and the product arrives in summer-autumn), and for late-August homecomings, autumn holidays, and winter travels, it serves as a "practical gift that arrives in time."

In recent years, department stores and EC sites have continued to feature practical Mother's Day presents, emphasizing "everyday usable items over flowers." Domestic travel reservations for the Golden Week in 2026 are strong at 109.2% compared to the previous year (according to HIS), and summer and autumn travel demand is expected to continue. The opportunity for "practical gifts for travel lovers" continues long after Mother's Day.

Source: HIS 2026 GW Reservation Trends https://www.his.co.jp/news/20382.html

"Repeat Gifts"—"Gifts that make travel comfortable" allow you to feel their effect every time you travel. Unlike a one-time bouquet or food, they bring joy long after they are given.

▼ Upon delivery