The tradition of the annual 'first sale' ("hatsu uri") held in Matsuyama City once again proved its immense popularity, attracting nearly 4,000 eager shoppers even before the stores had officially opened. People flock to this shopping event to start their New Year with a bang, looking for great deals and hoping to secure good luck for the coming year. City officials are pleased with the turnout while merchants await robust sales, setting a positive tone for the year ahead.

In Japan, the first sale of the year, known as "hatsu-uri," is a significant event held on the second or third day of the New Year. Many Japanese people believe that the items bought during this sale carry good luck for the purchaser in the year ahead. Besides its spiritual significance, "hatsu-uri" is also a critical time for retailers to kick off the business year on a good note.

Similar to 'Black Friday' sales in the U.S. or 'Boxing Day' sales in the UK, which are the busiest shopping events of the year, Japan's 'first sale' is significant both culturally and economically. However, unlike the western shopping events that emphasize price slashing, the Japanese 'first sale' is wrapped in spiritual elements, aiming at securing good fortune for the coming year.