[GW Event Participation Intent Survey] Sustained Popularity of Gourmet Events, Over Half Among 40s and 50s

TSP Taiyo Inc. (Headquarters: Meguro-ku, Tokyo; President & CEO: Kago Ikezawa), an event consulting business, conducted a survey on event participation intent among people in their teens to 70s, following up on a survey from last autumn (valid responses: 1,023 people). The results show that the number of people who responded that they intend to participate in Golden Week (April 29 - May 6) events is nearly the same as last year. Among event genres, 'gourmet events' continue to be highly popular this year.

[Survey Outline]

Our company has been conducting internet research since fiscal year 2024 to gauge event participation intent during Golden Week. In 2025, we also conducted a survey on event participation intent during the autumn holidays to track trends. This year, the survey was conducted with the aim of gauging event participation intent during Golden Week and identifying which types of events are seeing increased demand.

Target: People aged 10-70 nationwide

Method: Internet research

1st round: April 5-10, 2024; Valid responses: 1,008 people

2nd round: April 14-16, 2025; Valid responses: 920 people

3rd round: August 18-25, 2025; Valid responses: 958 people

4th round: April 2-9, 2025; Valid responses: 1,023 people

Over half 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 surveys conducted in April 2024 and 2025, the response 'Yes, I have plans' was 25.4%, indicating a flat trend when comparing Golden Week alone.

By generation, 45.9% of people in their 20s responded '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 30 and older, the response 'No plans' accounted for more than half, and compared to the August 2025 survey, the trend of 'no plans' strengthened across all generations.

[Reference: Results from last August's survey]

While overall event participation intent is high across all generations, intent among teens decreased.

When asked, 'If you learned about an event you were interested in, would you want to participate in the future?', the percentage of people who responded 'Yes, I want to participate' or 'Somewhat want to participate' was 41.3% in April 2025 and 41.2% in April 2026, showing little change. The percentage of people who responded 'No, I will not participate' was 20.0% in April 2025 and 19.8% in April 2026, also showing no significant change.

By generation, 41.0% of teens, 42.0% of people in their 20s, 39.0% of people in their 30s, 42.3% of people in their 40s, 41.8% of people in their 50s, and 41.2% of people aged 60 and older responded 'Yes, I want to participate' or 'Somewhat want to participate,' indicating high event participation intent across all generations. In the August 2025 survey, the percentage of teens who responded 'Yes, I want to participate' or 'Somewhat want to participate' was exceptionally high at 64.4%, so there was not much significant change otherwise.

[Reference: Results from last August's survey]

Pronounced 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 chose 'gourmet events,' indicating it was the most popular, consistent with previous surveys. By generation, especially high results were seen among people in their 40s at 55.8% and 50s at 51.6%, suggesting high demand for gourmet events that can be enjoyed with family. 'Events held in large parks/green spaces,' a new question added this time, was chosen by 25.6% of respondents, making it the third most popular after 'music events.' By age group, people in their 30s and 40s showed particularly high participation intent, with over half wanting to participate.

Over half of people aged 20 and older wish to participate in events with 'family', while seniors...

When asked, 'With whom would you like to participate in the event you chose 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, 'friends' was the most common response among teens, with more than double the difference compared to other age groups. For all generations 20 and older, 'family' was the top response, indicating a desire to enjoy events with family. Also, 21.7% of all generations responded 'alone,' with people in their 50s showing the highest at 26.8%, followed by people aged 60 and older at 23.8%, suggesting that seniors are inclined to participate in events alone.