[GW Event Participation Intent Survey] Enduring Popularity of Gourmet Events, Over Half of 40s and 50s Express Interest
TSP Taiyo Co., Ltd. announced the results of its Golden Week event participation intent survey. Gourmet events continue to be highly popular, with over half of respondents in their 40s and 50s expressing interest, indicating a strong demand for family-oriented participation.
📋 Article Processing Timeline
- 📰 Published: May 1, 2026 at 00:00
- 🔍 Collected: April 30, 2026 at 15:32
- 🤖 AI Analyzed: April 30, 2026 at 16:26 (54 min after Collected)
TSP Taiyo Co., Ltd. (Headquarters: Meguro-ku, Tokyo; Representative Director and President: Kago Ikezawa), which operates an event consulting business, conducted a survey on event participation intent among people in their teens to 70s, following a similar survey last autumn (valid responses: 1,023 people). The survey results showed that the level of intent to participate in Golden Week (April 29 - May 6) events remained almost the same as last year. Among event genres, "gourmet events" continued to be highly popular this year.
[Outline of the Survey]
Our company has been conducting internet research since fiscal year 2024 to measure participation intent for Golden Week events. In 2025, we also conducted a survey on event participation intent during the autumn holidays to investigate trends. This year, we conducted the survey again with the aim of measuring participation intent for Golden Week events and identifying which types of events are in high demand.
Target: People aged 10 to 70 nationwide
Method: Internet research
1st Survey: April 5-10, 2024, Valid responses: 1,008 people
2nd Survey: April 14-16, 2025, Valid responses: 920 people
3rd Survey: August 18-25, 2025, Valid responses: 958 people
4th Survey: April 2-9, 2025, Valid responses: 1,023 people
■ Over half of respondents have "no plans" to participate in GW events
When asked, "Do you plan to participate in any events during this year's (2026) Golden Week?", 26.0% of all respondents answered "Yes, I have plans." In the surveys conducted in April 2024 and 2025, the response "Yes, I have plans" was 25.4%, indicating a flat trend when comparing only Golden Week periods.
By generation, 45.9% of people in their 20s answered "Yes, I have plans," showing the highest intent to participate in events. For those in their teens, 30s, and 40s, the results were all around 30%. For all generations aged 30 and above, the response "No plans" exceeded half, and compared to the survey in August 2025, the tendency to have "no plans" strengthened across all generations.
[Reference: Results from the survey in August last year]
■ While event participation intent is high across all generations, intent among teens has decreased
When asked, "If you learn about an event you're interested in, would you like to participate?", the percentage of people who answered "Yes, I'd like to participate" or "Yes, I'd somewhat like to participate" was 41.3% in April 2025 and 41.2% in April 2026, remaining largely flat. The percentage of people who answered "No, I will not participate" was 20.0% in April 2025 and 19.8% in April 2026, also showing no significant change.
By generation, the percentage of people who answered "Yes, I'd like to participate" or "Yes, I'd somewhat like to participate" was 41.0% for teens, 42.0% for people in their 20s, 39.0% for people in their 30s, 42.3% for people in their 40s, 41.8% for people in their 50s, and 41.2% for people aged 60 and above, indicating high event participation intent across all generations. In the August 2025 survey, the percentage of teens who answered "Yes, I'd like to participate" or "Yes, I'd somewhat like to participate" was exceptionally high at 64.4%, so there were no major changes otherwise.
[Reference: Results from the survey in August last year]
■ Prominent popularity of gourmet events among people in their 40s and 50s
When asked, "What genre of event would you like to participate in during Golden Week?", 46.2% of all respondents answered "gourmet events," making it the most popular choice again, consistent with previous surveys. By generation, the results were particularly high for people in their 40s at 55.8% and people in their 50s at 51.6%, indicating a high demand for gourmet events that can be enjoyed with family.
The third most popular choice, selected by 25.6% of respondents, was "events held in large parks/green spaces," a new question added this time. By age group, people in their 30s and 40s showed particularly high participation intent, with over half answering "Yes, I'd like to participate."
■ Over half of people aged 20 and above wish to participate in events with "family"; what about seniors?
When asked, "With whom would you like to participate in the event you selected in the previous question?", 47.3% of all respondents wished to participate with "family." This trend is largely similar to the results of the April 2025 survey.
By age group, the most common answer for teens was "friends," with more than double the difference compared to other age groups. For each generation aged 20 and above, "family" was the top answer, indicating an intention to enjoy events with family.
Additionally, 21.7% of all generations answered "alone," with people in their 50s showing the highest result at 26.8%. This was followed by people aged 60 and above at 23.8%, indicating that seniors are participating alone.
[Outline of the Survey]
Our company has been conducting internet research since fiscal year 2024 to measure participation intent for Golden Week events. In 2025, we also conducted a survey on event participation intent during the autumn holidays to investigate trends. This year, we conducted the survey again with the aim of measuring participation intent for Golden Week events and identifying which types of events are in high demand.
Target: People aged 10 to 70 nationwide
Method: Internet research
1st Survey: April 5-10, 2024, Valid responses: 1,008 people
2nd Survey: April 14-16, 2025, Valid responses: 920 people
3rd Survey: August 18-25, 2025, Valid responses: 958 people
4th Survey: April 2-9, 2025, Valid responses: 1,023 people
■ Over half of respondents have "no plans" to participate in GW events
When asked, "Do you plan to participate in any events during this year's (2026) Golden Week?", 26.0% of all respondents answered "Yes, I have plans." In the surveys conducted in April 2024 and 2025, the response "Yes, I have plans" was 25.4%, indicating a flat trend when comparing only Golden Week periods.
By generation, 45.9% of people in their 20s answered "Yes, I have plans," showing the highest intent to participate in events. For those in their teens, 30s, and 40s, the results were all around 30%. For all generations aged 30 and above, the response "No plans" exceeded half, and compared to the survey in August 2025, the tendency to have "no plans" strengthened across all generations.
[Reference: Results from the survey in August last year]
■ While event participation intent is high across all generations, intent among teens has decreased
When asked, "If you learn about an event you're interested in, would you like to participate?", the percentage of people who answered "Yes, I'd like to participate" or "Yes, I'd somewhat like to participate" was 41.3% in April 2025 and 41.2% in April 2026, remaining largely flat. The percentage of people who answered "No, I will not participate" was 20.0% in April 2025 and 19.8% in April 2026, also showing no significant change.
By generation, the percentage of people who answered "Yes, I'd like to participate" or "Yes, I'd somewhat like to participate" was 41.0% for teens, 42.0% for people in their 20s, 39.0% for people in their 30s, 42.3% for people in their 40s, 41.8% for people in their 50s, and 41.2% for people aged 60 and above, indicating high event participation intent across all generations. In the August 2025 survey, the percentage of teens who answered "Yes, I'd like to participate" or "Yes, I'd somewhat like to participate" was exceptionally high at 64.4%, so there were no major changes otherwise.
[Reference: Results from the survey in August last year]
■ Prominent popularity of gourmet events among people in their 40s and 50s
When asked, "What genre of event would you like to participate in during Golden Week?", 46.2% of all respondents answered "gourmet events," making it the most popular choice again, consistent with previous surveys. By generation, the results were particularly high for people in their 40s at 55.8% and people in their 50s at 51.6%, indicating a high demand for gourmet events that can be enjoyed with family.
The third most popular choice, selected by 25.6% of respondents, was "events held in large parks/green spaces," a new question added this time. By age group, people in their 30s and 40s showed particularly high participation intent, with over half answering "Yes, I'd like to participate."
■ Over half of people aged 20 and above wish to participate in events with "family"; what about seniors?
When asked, "With whom would you like to participate in the event you selected in the previous question?", 47.3% of all respondents wished to participate with "family." This trend is largely similar to the results of the April 2025 survey.
By age group, the most common answer for teens was "friends," with more than double the difference compared to other age groups. For each generation aged 20 and above, "family" was the top answer, indicating an intention to enjoy events with family.
Additionally, 21.7% of all generations answered "alone," with people in their 50s showing the highest result at 26.8%. This was followed by people aged 60 and above at 23.8%, indicating that seniors are participating alone.