The dictionary definition of teichaku means to “take hold” or “become established”. This year, it has been pronounced, is when Halloween in Japan finally achieved that status.
For instance, in Tokyo’s southern neighbour Kawasaki City, on 25 October an estimated 120,000 spectators lined the streets to watch a procession of costumed zombies and ghouls.
And, anticipating an avalanche of litter by partygoers on 31 October, the Tokyo Metropolitan Government distributed 500,000 orange plastic bags to help keep the city clean.
The Nihon Kinenbi Kyokai (Japan Anniversary Association) has estimated total economic activity generated by Halloween in 2015 to be ¥122bn, double that of four years ago, and surpassing the gift-giving outlays for Valentine’s Day. This puts Halloween second only to Christmas—which, bringing in ¥650bn, is still far and away the biggest annual event—in terms of expenditure.
Yohei Harada, head of the brand design research group at advertising agency Hakuhodo Inc. told Nikkan Gendai (29 October) why Halloween is on a roll.
“It’s said that up to 70% of young people aren’t going steady with someone of the opposite sex. For that reason, the economic scale of St. Valentine’s Day and Christmas may likely decline”, he said. “Halloween activities, meanwhile, are not gender based, and it’s easy for businesses to come up with a variety of formulas to appeal to them”.
Another thing that works in Halloween’s favour is that related activities tend to extend over quite some time prior to 31 October.
“Since 15 years ago, Tokyo Disneyland has begun its Halloween-related events a month in advance, and now this is being extended to two months”, said Harada. “The driving force of the market are women in their twenties, who have become familiar with Halloween since they were in nursery school. For them, putting on costumes is natural.
“Through efforts by businesses to expand demand, the duration of the celebration, as well as the ages of adults who take part, have been expanding as well”, he added.