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Japanese Lucky Bags: Shopping Guidelines and Tutorials of 2024’s Fukubukuro (Updated Regularly)


2024 is coming, let’s get ready for the Fukubukuro, also known as Japanese New Year lucky bags of your beloved brands and categories!! This guide will gather information of 2024 lucky bags, past reviews, online shopping tips, and tutorials. – learn how to effortlessly purchase lucky bags from Japan yourself and save money and effort!


Fukubukuro/Lucky Bag

What is “Fukubukuro”:

Fukubukuro, also known as Lucky Bag or Happy Bag, is sold as sealed bags for a set price at different shops in Japan around the New Year. You can get Lucky Bags of different categories including men’s, women’s and children’s clothing, food and snacks, stationery, electrical appliances and more!

  • The contents of Lucky Bags typically exceed their purchase price. For example, a Lucky Bag may be priced at 5000 yen but contain items worth over 30,000 yen, making it more cost-effective than regular discounted purchases!
  • Since the contents of Lucky Bags are unknown, you will experience surprise and excitement from the mysterious bags.
  • Getting value-for-money goods in your purchases is believed to bring happiness and good fortune.

Important notes before buying a lucky bag: 

  • The content of the lucky bag will not be disclosed in advance (however some stores may disclose part of the items or let customers choose from product categories) 
  • You cannot choose the style and colour as it’s selected and shipped randomly – most of the times you’re only allowed to choose the size
  • Lucky bags are usually sold in limited quantities in a first come first served basis, while stocks last 
  • Order cannot be cancelled after confirmed 
  • Lucky bags cannot be returned or exchanged even if the products don’t fit (Most of the clothings are free size)

When is it available for purchase:

Online lucky bags are mostly pre-ordered. Usually, December is when lucky bags are available for pre-order, while some brands may start as early as the end of October. After your order is confirmed, it will be shipped around the end of the year or early to mid-January. If you’re looking for a branded lucky bag, make sure you check the pre-order time to avoid disappointment! 

2024 Lucky Bag’s Collection

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Amazon Japan

No.1:Amazon Japan

Amazon Japan is the most popular Japanese website among Buyandship members. You can pre-order lucky bags from different well-known brands including THE NORTH FACE, Lily Brown, SNIDEL and Nano Universe.

Product photos aren’t available for most lucky bags; it’s recommended to check the unboxing sharing from previous years. Amazon Japan offers Chinese and English language options for easy browsing.

💡Tips:Before shopping, please click “Deliver to” on the top left corner and enter zipcode of Buyandship’s Japan warehouse.

Rakuten Japan

No.2:Rakuten Japan

Rakuten is another Japanese website that is favoured by Buyandship members. It sells a wide variety of lucky bags, from clothes, shoes, skincare to pet supplies. Some stores may disclose the contents of the lucky bags!



Magaseek is a popular choice for buying a lucky bag, with choices from as many as 320 brands! There are all kinds of lucky bags, you’ll definitely find the lucky bag you want!



Mitsukoshi Isetan, a leading department store in Japan, also launched various 2023 New Year lucky bags from popular brands. You can get lucky bags of fashion, household, food, kimono art and more!

The website also has Chinese and English language options for easy browsing.

Pal Closet

No.5Pal Closet

The website features a collection of 57 popular Japanese women’s fashion brands, catering to different styles and tastes. They have previously offered over 20 lucky bags for the New Year, creating much anticipation for the upcoming 2024 lucky bags.

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  • Showcasing natural lifestyle fashion, predominantly featuring solid colors and simple lines.
  • Priced at JPY9,999, the lucky bag includes 7 stylish items. The contents will be revealed in advance, and you can personally choose from four lucky bag areas:
  • D Zone: Pick 1 outerwear / A Zone: Choose 3 warm clothing items or vests / B Zone: Select 2 jumpsuits or pants / C Zone: Pick 1 accessory, bag, or hat
  • Now available at a limited-time 20% off!
Furla bracelet & watch

► Furla bracelet & watch

  • Exquisite Italian leather craftsmanship from a premium brand!
  • Introducing a jewelry lucky bag priced at JPY27,500, containing two luxurious items—a stylish watch and an elegant bracelet! Normally, a brand watch alone costs over thirty thousand, but now you can own both at a fantastic value!
  • Expected to ship between January 10th and 20th.

►  Osharewalker

  • Popular affordable women’s fashion on Rakuten, featuring a minimalist style with a touch of Muji aesthetics!
  • The lucky bag is priced at JPY10,000 and includes a simple shirt dress, wide-leg pants, a limited edition turtleneck top, and a rib-knit cardigan—four pieces for creating stylish mix-and-match outfits!
W closet

► W closet

  • Affordable Japanese Fashion! Last year’s lucky bag was super cost-effective, and highly recommended by major influencers.
  • Priced at JPY10,000 ($520_, the lucky bag includes 7 items, with 4 specified items (brushed coat, open-front jacket, layered cake sleeveless dress, fuzzy phone charm) and 3 random items.
  • Expected to ship from mid-December to Christmas.
Earth Music & Ecology

►  Earth Music & Ecology

  • A classic Japanese lucky bag that members repurchase every year!
  • Introducing two styles: “Sweet Girl SET” and “Classical Lady SET,” both priced at JPY12,100($629)
  • Each lucky bag includes 5 items, featuring 1 specified tailored coat or long outerwear and 4 random outerwear, jumpsuits, and tops.
  • Expected to ship on January 1, 2024.


  • Renowned budget-friendly women’s handbag!
  • Introducing two lucky bags, priced at JPY26,000 ($1,352) with 1 bag and 1 wallet, and another at JPY36,000 ($1,872) with 2 bags and 1 wallet!
  • Expected to ship on January 1, 2024.

► &chouette

  • Sub-brand under Samantha Thavasa! Still cute and sweet as its parent brand, but with more affordable prices~
  • The lucky bag is priced at JPY11,000 ($572) and includes 3 items: a handbag, a shoulder bag, and a tote bag.
  • Expected to ship on January 1, 2024.
tutu anna

►  tutu anna

  • Japan’s favorite cute and stylish lingerie brand!
  • Introducing two lucky bags:
  • Luxurious 6-piece set, priced at JPY2,990 ($155): includes 2 bras, 2 panties, 1 camisole nightgown, and 1 thermal innerwear;
  • Luxurious 7-piece set, priced at JPY4,990 ($259): includes 3 bra and panty sets, 2 panties, 1 camisole nightgown, and 1 thermal pants.
Lily Brown

► Lily Brown

  • Designs are towards retro and vintage styles
  • The lucky bag of 2024 is priced at JPY11,000($625)and contains 4 pieces of clothing
RUNWAY Channel

► RUNWAY Channel

  • Releases 6 major Japanese streetwear lucky bags:MURUA (ムルーア)、EMODA(エモダ)、GYDA (ジェイダ)、RESEXXY (リゼクシー)、EATME(イートミー)、EVRIS (エヴリス)。
  • The lucky bag of 2024 is priced from JPY11,000 ($625) to JPY30,000 ($1710)
Nice claup

 Nice claup

  • A Japanese brand known for its cute, girly styles
  • 2 lucky bags in 2024:
  • Casual Style Lucky Bag, featuring 5 fashion items (long outerwear, knit cardigan, short skirt, top, tote bag), priced at ¥13,200 ($699);
  • Sweet Style Lucky Bag, including 5 fashion items (long coat, camisole jumpsuit, sheer inner layer, fuzzy open-front jacket, and tote bag), also priced at ¥13,200.

► Triumph

  • Famous lingerie brand that randomly offers over 60 different styles of lingerie
  • Launched lucky bags of lingerie and underwear in priced from JPY1500 ($79) and to JPY6800 ($238).

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gym master

gym master

  • Established in 1961 in Canada, this sportswear brand is renowned for its high-quality knitting techniques.
  • The lucky bag, priced at JPY16,500, includes 7 pieces of outdoor leisurewear, jackets, and bottoms, valued at around 40,000 yen! Available in both men’s and women’s sizes.
  • Shipping begins from January 5th.


  • A well-known traditional Japanese store that regained popularity in recent years with the resurgence of vintage fashion trends.
  • The brand launches two lucky bags, both priced at JPY15,000 . Each lucky bag contains 8 clothing items, available in different sizes.
he North Face White Label

►  The North Face White Label

  • Exclusive White Label from Korean TNF, with numerous items not available in Hong Kong!
  • Priced at JPY16,660 ($866), it includes 3 products: a lamb wool coat, a crossbody bag, and socks, with styles distributed randomly.
  • Expected to be shipped within 6 to 10 working days after placing the order.


  • Introducing two lucky bags priced at JPY11,000 ($572)
  • Style 1: Includes 4 clothing items (winter coat, autumn jacket, knitted sweater, top);
  • Style 2: Consists of 4 clothing items (winter coat, jacket with pants set, knit top).
  • Expected to be shipped on January 1, 2024.

► EVANGELION x Mac House

  • Hooded jacket, long-sleeve T-shirt, hoodie, jogging pants, coaster, calendar, tote bag, and more
  • Priced at ¥14,850 ($784)

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  • Japan’s trusted baby clothing and bedding specialty store known for adorable designs and high-quality products.
  • The lucky bag is priced at JPY11,000 with 8 items for newborns, including onesies, vests, undergarments, bibs, bath towels, and handkerchiefs.
  • Choose freely among various colors and patterns!


  • Popular kidswear brand which offers different lucky bags for boys and girls
  • Price of the lucky bag is JPY6600 ($343), which consists of 6-7 pieces of tops, outers, trousers and accessories for autumn and winter
  • Pre-order is open now, shipping starts in late December, 2023
Emergency Vehicles Fire Engine Happy Bag (with Key Chain) 2024

Emergency Vehicles Fire Engine Happy Bag (with Key Chain) 2024

  • Adorable ambulance and fire truck-themed kids’ clothing set
  • Priced at JPY3,300 ($172), includes 5 products.
  • Pre-order is open now, shipping starts in 24th December, 2023


  • Popular Japanese children’s clothing collective, featuring lucky bags that include 4-6 pieces of autumn/winter clothing, outerwear, pants, or accessories.
  • The lucky bags are available for both boys and girls, categorized into toddler and older children. They are priced between JPY5500 and JPY16500 ($286-858)。
  • Pre-orders are open now, shipping starts within this year or new year in 2024
nico hrat

nico hrat

  • Japan’s nationally recongnised kidswear brand known for its lively, cute designs
  • Price of the lucky bag is JPY6,930 ($393), with 4 dinosaur and camping-themed tops and coats
  • Pre-order is open now, shipping starts on late December, 2023
Baby Doll

►  Baby Doll

  • Affordable and high-quality Japanese children’s clothing
  • Priced at JPY6,490 ($337), the unisex kids’ lucky bag includes 5 items: a reversible jacket, a fluffy coat, a sporty sweater, a printed hoodie, and denim pants/skirt.
  • Expected to be shipped on January 1, 2024.


  • Perfect balance between a romantic, fresh touch and comfort.
  • Priced at JPY5,940 ($308), the unisex kids lucky bag includes 4 items: a down jacket, 2 long-sleeve tops, and a checkered skirt/pants.
  • Expected to be shipped on January 1, 2024.


  • A globally beloved Japanese kids’ clothing brand!
  • Introducing 5 kids’ clothing lucky bags, priced from JPY22,000 ($1,144) to JPY55,000 ($2,860).
  • Each bag includes 5-8 items, featuring limited-edition sweaters, sporty hoodies, and random outfits suitable for autumn, winter, and spring.

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►  Marimekko

  • Discover the bold and artistic world of Finland’s national brand, renowned for vibrant prints and expressive designs in fashion and home goods!
  • Grab one of the 8 uniquely styled lucky bags at JPY11,000 each, featuring iconic poppy-patterned items like aprons, cups, towels, or tote bags
  • Experience Finnish design without breaking the bank – a steal at just over a hundred bucks per piece!


  • Aeon releases a range of lucky bags featuring fashion, home goods, and cosmetics.
  • Check out the limited-edition Pokémon tableware set, available at just JPY3,300 with only 300 sets up for grabs.
Afternoon Tea Living

Afternoon Tea Living

  • Popular Japanese home goods brand
  • Launch threee different series of lucky bags exclusively on Rakuten, priced between JPY5500-11000 ($290-572). These lucky bags include kitchenware, baby essentials, and home appliances
  • Now available for purchase, shipping starts on 1/1/2024


  • Japan luxury bedding brand
  • Launched five lucky bags previously, priced from JPY29,900 to JPY49,000 ($572-2548) , contains down comforters, blankets, and more

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  • Calling all Sanrio fans!
  • Three options ranging from JPY1,100 to JPY3,960 , featuring a 4-piece character-themed home set, a 5-piece sock set, and a 7-piece character merchandise set!
  • these lucky bags are flying off the shelves with popular characters – grab yours before they’re gone!
Tom and Jerry

►  Tom and Jerry

  • Tom and Jerry’s limited edition lucky bags, each featuring an exclusive dragon-themed ornament!
  • Introducing two options with six items each:
  • ‘Bamboo’ Lucky Bag priced at JPY5,500 includes merchandise, tableware, and a canvas bag, valued at around JPY11,000.
  • ‘Plum’ Lucky Bag priced at JPY3,850 features everyday essentials like a cute bag and adorable ornaments, with contents valued at about JPY9,000
  • Pre-orders start on December 15th!


  • Dive into the quirky world of Japan’s eccentric bookstore, Village Vanguard! Their website is a treasure trove of whimsical, healing, and unique products!
  • Explore over 30 lucky bags starting from JPY3,850, featuring popular characters like Disney and Miffy, Japanese kimono-inspired fashion, gaming-themed apparel, spoof-style clothing, instant cameras, premium stationery, home goods, and much more.


  • Popular lucky bag from Craftholic, known for their huggable plush cushions designed by Japanese designer, Ikuko Yamamoto
  • The lucky bag is priced at JPY5,500 ($290), comes with 4 items including cushions, blankets, reusable bags and more
  • Available for purchase from 1st January to 31st January, 2024
Belle Maison

Belle Maison

  • Famous Japanese online shopping site specializing in men’s and women’s clothing, as well as home goods
  • Launch multiple lucky bags with prices ranging from JPY2,200 to JPY6,160 ($114-320).
  • The lucky bags offer different series to choose from, including casual wear, sleepwear, children’s clothing, and lingerie, with limited-time promotions!
  • Now available for purchase, lucky bag is expected to be shipped within 1-2 business days
► Disney JP

Disney JP

  • Two lucky bags are available, priced at JPY3500 ($185) and JPY10,000 ($582)
  • The lucky bag includes over 3 times the value of Disney items, featuring the Year of the Dragon plush, eco-friendly bag, stationery, backpack, etc.
  • Pre-orders of JPY10,000 bags will be open to the public starting on December 1st

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AEON - 美妝套裝

AEON – Beauty Lucky Bags

  • Aeon Mall’s lucky bags are available from 1st Jan including fashion, home goods, and beauty.
  • Notable is the JPY8,720 SKII lucky bag, featuring 5 star products: Facial Treatment Essence (75ml), Gentle Cleanser (20g), Moisturizing Skincare Mask, R.N.A. Power Radical New Age Cream (15g), and Clear Lotion (30ml)
  • Explore additional skincare options from Kose and Shiseido as well!
Perfect One

Perfect One

  • Japanese Medical Skincare~enjoy 44% Off with coupon!
  • Their JPY25,000 beauty lucky bag provides 8 skincare essentials.
  • Cushion foundation, brightening gel cream, facial cleanser, anti-aging serum, limited-edition shampoo, scalp care, winter-exclusive toner and moisturizer


  • Fusing Givenchy’s fashion philosophy, introducing an aristocratic and elegant makeup collection.
  • Priced at JPY11,000 ($572), the lucky bag includes 3 limited-edition products:
  • Teint Couture Cushion, No.37 Rouge Grainé of Rose Perfecto Lip Balm, and Le Rouge Sheer Velvet
  • Expected to be shipped on January 1, 2024.
► Sabon


  • In 2024, there are three lucky bag options, each with two price points:
  • Valued at JPY12,100 ($639), the lucky bag includes 5 items;
  • Valued at JPY12,650 ($669), the lucky bag includes 4 or 5 items.


  • Aeon Japan Department Store Lucky Bags are now available in various categories e.g. fashion, home goods, and cosmetics.
  • Popular Japanese drugstore makeup brand launches their online exclusive lucky bags!
  • 2023 lucky bag priced at JPY1,320 ($75), limited to 200 bags per day

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  • Perfect gifts! The Japanese specialty tea store, offers a wide range of black tea, oolong tea, and Japanese tea selected across the globe.
  • Three types of lucky bags: “Pine,” “Bamboo,” and “Plum” allows you to choose your preferred loose leaf tea or tea bags (green tea, black tea, oolong tea, Darjeeling, etc.).
  • “Pine” lucky bag priced at JPY10,800 ($561).
  • “Bamboo” lucky bag priced at JPY5,400 ($280).
  • “Plum” lucky bag priced at JPY3,240 ($168).
  • Pre-orders is open now, shipping starts on December 22, 2023.

► yucyulu agar coffee jelly

  • Perfect for your dieting journey! Taste the guilty-free agar coffee jelly in extra quantities with the limited lucky bag
  • Lucky bag priced at JPY1,880 ($106), Including 15 servings of agar coffee jelly
Tasogare Coffee

Tasogare Coffee

  • Must-buy lucky bag for all coffee lovers! High-quality coffee from all over the world is gathered and roasted carefully to bring a fragrant and delicious coffee
  • Apply coupon to get half price off for a limited time only! Priced at JPY3,490 ($181), comes with 100 bags of coffee in 9 different flavors


  • From the champion coffee brand in Karuizawa, presenting a unique coffee experience crafted through exclusive roasting techniques!
  • Introducing 6 value-packed mixed lucky bags, priced from JPY6,100 ($317) to JPY22,300 ($1,160)
  • The lucky bags offer different sets, each containing 6-8 packages of coffee beans, ground coffee, and drip bags with varying roasting levels.
  • Expected to be shipped on January 1, 2024.
Sarutahiko Coffee

Sarutahiko Coffee

  • Japan’s most popular coffee brand, acclaimed by the media as one of the representatives of Japan’s Third Wave Coffee.
  • For 2023, there are 3 lucky bag options. In addition to the usual contents like drip coffee bags, ceramic cups, or coffee beans, this year introduces a premium lucky bag featuring 6 varieties of award-winning coffee beans of the fineset quality. The lucky bags are set to be shipped on December 20.
  • Priced from JPY7,020 to JPY8,500 ($370-449).


  • Tea leafs lucky bag up to 50% off!
  • 2024 is priced at JPY1,426 to JPY4,666, with tea bags and tea powders of different flavours, some of them even has limited gifts!


  • Essential cooking kits for Japanese home cooks, made with fresh local ingredients without any chemical seasonings or preservatives, ensuring safe consumption for everyone
  • Lucky bag options for last year:
  • 5,400yen lucky bag ($307), includes 9 or more cooking kits, limited to 1,500 bags.
  • 10,800yen lucky bag ($614), offers over 20 different cooking kits, limited to 1,500 bags.
  • 21,600yen lucky bag ($1,227), features signature cooking kits and includes two ceramic bowls, limited to 100 bags.


  • Highly acclaimed collagen drink powder in Japan, made with domestically sourced pig skin for high purity. No artificial colors, flavors, sugar, or fat
  • In 2023, 7 lucky bags were introduced, each offering a combination of specific benefits. All priced at JPY4,970 ($281) with coupon, containing 3 to 4 packages of the product.


  • The well-known coffee brand introduces 2 lucky bags in 2024, all priced at JPY4,500
  • In addition to increased quantities of coffee beans and ground coffee, each bag has gifted a UCC coupon

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The Hottest Lucky Bag in 2024

1. Disney

1. Disney

Rakuten has launched a Disney Lucky Bag Column, featuring over 60 bags in various categories, including kids’ clothing, home goods, and snacks. Each bag showcases iconic characters such as Winnie the Pooh, Toy Story, princesses, and even Marvel heroes!

JP Price:$49.5(JPY999)起

2. Osewaya

2. Osewaya

The high-quality accessories unveil 3 sets of 10-piece earring lucky bags, praised by members for their trendy, cute, and practical styles.

As the year ends, enjoy numerous discount coupons, with varying discounts at different times. Plus, on January 5th, get an 20% off on orders over ¥3000!

Special Price:From $138(JPY2,500)
*Spend ¥3000 and get ¥500 off!

3. Maruyama Coffee

3. Maruyama Coffee

Champion coffee brand from Karuizawa! In 2024, they’re unveiling over 40 lucky bag gift sets, featuring various coffee products: drip coffee, seasonal limited flavors, roasted coffee beans, and even options like tree ring cakes and nut snacks, choose your taste preferences freely!

JP Price:From $88(JPY1,606)

4. Tiger Tumblers

4. Tiger Tumblers

Winter calls for a Tumbler upgrade! Tiger presents the perfect value-for-money lucky bag, featuring two lightweight flip-top stainless steel vacuum flasks with capacities of 480ml and 600ml.

JP Price:$275(JPY5,000)

5. LDK Chosen Skincare

5. LDK Chosen Skincare

A variety of limited edition lucky bags curated from renowned Japanese beauty magazine LDK’s recommendations! Choose from vitamin-rich serums, face masks, and even an award-winning Ems beauty device.

Additionally, explore the full-body care 5-piece set lucky bag – mix and match as you please!

Special Price:From $302(JPY5,500)

Step-by-Step Shopping Tutorial

Not sure how to buy lucky bags on the 2 major Japanese online shopping platforms? We’ve got you covered. Follow our step-by-step guide below to shop hassle-free!

Rakuten Japan
Amazon Japan

-Rakuten Japan Tutorial-

Step 1:Go to Buyandship website to log in or register as a member.

Step 2:Fill in your first and last name, email address and set your account password. Click “Sign Up” once details are completed.

Step 3:Go to Rakuten Fashion to pick your favourite lucky bag, add it into your cart.

rakuten japan lucky bags
rakuten japan lucky bags

Step 4:Go to your shopping cart, select “茨城県” as the shipping location from the upper right corner. Check and make sure correct items are added into cart, and proceed.

Step 5:Sign into your Rakuten account. If you’re not a Rakuten member, you can register as a member below.

rakuten japan lucky bags
rakuten japan lucky bags

Step 6:Fill in delivery address. Go to the “Overseas Warehouse Address” on your Buyandship member centre and select “Japan” to view the information of Buyandship’s Japanese warehouse.

In the name session, please enter your name and Buyandship membership number (e.g. BSXXXXXX). For the “フリガナ“, you need to convert your name into Japanese Katakana (click here to convert). Once it’s converted, copy and paste it onto the name bar.

Step 7:You can choose whether to register as a member on Rakuten. If you don’t want to register, you can click the second box “楽天会員に登録しない”.

It’s highly recommended to register as a member if you shop often on Rakuten as you can save payment and shipping details on your account for faster checkout next time, and earn points!

Set your password if you proceed with registration.

rakuten japan lucky bags
rakuten japan lucky bags

Step 8:Proceed onto payment page, fill in your credit card information to settle the payment, and then click “次へ”.

Step 9:Confirm your order information, and then click “OK” (the red box shown). You’ll receive email confirmation once order is submitted.

rakuten japan lucky bags
rakuten japan lucky bags

Step 10:In addition, you will receive a shipping notification email in a few days. Don’t forget to declare the shipment on Buyandship to receive your package as soon as possible!

-Amazon Japan Tutorial-

Step 1:Go to Buyandship website to log in or register as a member.

Step 2:Fill in your first and last name, email address and set your account password. Click “Sign Up” once details are completed.

Step 3:Visit Amazon Japan, click “Deliver to” on top left corner and fill in zipcode of Buyandship’s Japan warehouse.

Pick your favourite lucky bag and add it into cart.

amazon japan lucky bags
amazon japan lucky bags

Step 4:Sign in or create an account on Amazon Japan.

Step 5: Fill in delivery address. Go to the “Overseas Warehouse Address” on your Buyandship member centre and select “Japan” to view the information of Buyandship’s Japanese warehouse.

Don’t forget to include your Buyandship member ID (e.g. BSXXXXXX) AND your name.

amazon japan lucky bags
amazon japan lucky bags

Step 6:After entering the payment page, click “Add a credit or debit card” and fill in your credit card information to pay.

Step 7:Confirm the order information, and then click “Place your order” to submit the order.

Remember to declare your shipments once you’ve received the shipping confirmation email!

amazon japan lucky bags