Top Omiyage Selection Worry: 'Always Similar Items' at 52.8%. Most Desired Gift: 'Things I Wouldn't Buy Myself' at 51.8%

Alulu Mall (hereinafter 'Alulu'), operated by System Research Co., Ltd. (headquartered in Nagoya, Aichi Prefecture), conducted an online survey targeting women aged 30 to 60 across Japan regarding their experiences and preferences in selecting omiyage (souvenir gifts).

The survey results revealed that 82.0% of respondents bring omiyage when visiting family or friends during homecomings or social visits.

Among them, 87.5% reported having experienced difficulty in choosing appropriate gifts.

The top concerns in gift selection were 'ending up with similar items every time' (52.8%) and 'not knowing the recipient's preferences' (51.5%).

When asked what kind of omiyage they would be happy to receive, the most popular response was 'items I wouldn't buy for myself' (51.8%).

The survey yielded interesting insights into the mindset of both gift-givers who struggle with selection and gift-receivers who appreciate thoughtful presents.

Survey Results

82.0% Bring Omiyage When Visiting

When asked whether they bring omiyage during homecomings or visits to friends' homes:

Always bring: 40.3% Sometimes bring: 41.7%

Combined, 82.0% of respondents indicated they bring omiyage.

Those who do not bring omiyage totaled 18.0%,

indicating that bringing omiyage has become a well-established custom for most people during visits.

87.5% of Gift-Givers Have Experienced Difficulty in Selection

When asked whether they have ever struggled with choosing omiyage:

Frequently: 41.2% Occasionally: 46.3%

A significant 87.5% reported experiencing such difficulties.

While the practice of giving omiyage is widespread, many people find the selection process challenging.

What specific issues cause this difficulty?

Top Concern: 'Always Similar Items' (52.8%)

When asked about difficulties in selecting omiyage:

'Ending up with similar items every time': 52.8% 'Not knowing the recipient's preferences': 51.5%

These were the top responses.

Beyond price and convenience, many expressed concerns such as 'Will the recipient really be happy?' and 'Will I end up giving the same thing again?', showing a strong awareness of the recipient's feelings.

Due to the desire to avoid failure, some may end up repeatedly choosing safe, conventional items.

Top Priority in Selection: 'Taste and Deliciousness' (79.6%)

When asked what factors are most important in selecting omiyage:

Taste and deliciousness: 79.6% Suitability to the recipient's preferences: 62.5%

These were the top responses.

It is clear that while most prioritize 'deliciousness', they also consider whether the item matches the recipient's tastes.

Most Desired Omiyage: 'Items I Wouldn't Buy Myself' (51.8%)

When asked what kind of omiyage they would be happy to receive:

Items I wouldn't buy myself: 51.8% Locally unique products: 31.3% Items enjoyable by the whole family: 30.0%

These were the top responses.

While gift-givers tend to choose conventional items to 'avoid failure', recipients are more attracted to 'items they wouldn't normally buy' or 'things they don't usually encounter'.

There may be a slight gap between givers seeking reassurance and receivers hoping for new discoveries.

Omiyage Selection Balances 'Safe Choices' and 'Special Experiences'

This survey revealed that 82.0% bring omiyage during homecomings or visits, confirming that the omiyage culture remains deeply rooted in Japanese society.

At the same time, 87.5% of those who bring omiyage reported struggling with selection, with 'repeating similar gifts' and 'uncertainty about preferences' being the top concerns.

While many givers prioritize 'deliciousness' and 'suitability to preferences', recipients most value 'items they wouldn't buy themselves'.

There may be a slight gap between givers, who prefer safe, reliable choices to avoid mistakes, and receivers, who look forward to novelty and special experiences.

When selecting omiyage, it appears that a balance between reliable classics and the sense of discovery offered by something special is increasingly important.

For detailed survey results, visit:

https://alulu.com/media/tips_temiyage-choice/

※ Request for Data Citation and Reproduction

When using the survey results or images from this press release, please include a link to the official website of 'Alulu Mall' (https://alulu.com/) as the source.

【Survey Overview】

Target respondents: Women aged 30–60

Survey period: June 2, 2026

Survey organization: Crowdsourcing site

Method: Calculation of response ratios for each question

Valid responses: 400

※ Percentages are rounded to the nearest hundredth, so totals may not sum to exactly 100%

【About Alulu Mall】

Alulu values not only the appeal of products and services but also 'who you buy from'. The platform features extensive content introducing shop histories, producers' intentions, and artisans' personal stories. Visitors can discover products they love after understanding the stories behind them. Moving forward, Alulu aims to be a place where 'people (shops)' and 'people (customers)' gather and connect.

Alulu Mall

https://alulu.com/

Contact

https://alulu.com/contact/

【Company Overview】

Company name: System Research Co., Ltd.

Headquarters: 2-chome Iwatsukahondori, Nakamura-ku, Nagoya-shi, Aichi 453-0861, Japan

President and CEO: Hiroshi Hirayama

Company website: https://www.sr-net.co.jp/