DIY Companion Gifts (伴手礼) Trend: “Subtraction” in Packaging, “Addition” in Thoughtfulness
A significant shift is occurring in birthday and wedding companion gifts (伴手礼) in 2026, with young consumers abandoning elaborate pre-made gift boxes in favor of DIY-assembled gifts that prioritize substance over packaging.
Key Changes:
Reusable Packaging: Canvas tote bags and simple cloth bags replace hard gift boxes that are typically discarded
Self-Selected Contents: Consumers purchase snacks, small daily necessities, and practical items separately based on recipient preferences
Cost Efficiency: Per-unit costs are lower than pre-made boxes, with better quality contents
Consumer Insight: “Previously, when hosting banquets, people would buy ready-made gift boxes, but most of the space was taken up by packaging, with few actual snacks inside and high prices.” The new approach reflects a shift from “face-oriented” consumption to pragmatic, minimalist, and environmentally conscious values .
