FOR IMMEDIATE RELEASE
December 7, 2012
Contact: Yuri Ohba, Akane Ara
press@candlewick.co.jp,
Tel: +81-3-3498-2770

Survey reveals Japanese women who set goals at the beginning of the year are moreenthusiastic about practicing traditions and following customs throughout the festive season.
Tokyo, Japan -- A survey conducted among 600 Japanese women aged 20 – 59 between November 23
to 25 has uncovered that they are more likely practice traditions and follow time-honored customs
when setting goals at the beginning of the year. Candlewick PR conducted the online survey incooperation with My Voice Communications, a research firm based in Tokyo.

Women who set goals for the year at the beginning of it are more enthusiastic about
undertaking New Year activities.
Those who set goals for the year are more enthusiastic about New Year’s activities such as eating yearcrossing noodles (toshikoshi-soba), eating rice cakes and visiting shrines / temples to pray for happinesscompared to those who do not set goals for the year. Many of those who set goals for the year also dohousecleaning at the end of the year. This number jumps by 20% among those do housecleaning but
do not set goals. The findings show a significant difference in common New Year practices such as
taking family photos, preparing new towels, preparing new underwear and preparing new chopsticks.
The number increases further among those who set yearly goals compared with those who do not setgoals. (Data 1)
Women who set goals prepare homemade traditional dishes for New Year.
Over half of those surveyed (55%) said they prepare traditional New Year dishes (osechi) at home,including those who prepare parts of the dish at home. Reasons for preparing dishes at home include,
following customs and passing on traditions is important; the family’s favorite foods can be included inhomemade New Year dishes; and homemade New Year dishes are safe and tasty. Results indicate thatmany prepare New Year dishes for their families to follow traditions. Over 61% of those who set goals
answered they prepare homemade New Year dishes (osechi) indicating they cherish Japanese traditions
and customs. (Data 2)
Setting goals is more common among younger generations than older generations.
A breakdown by age group among those who set goals, 32.4% were aged in their 20s, accounting forthe largest response. On the other hand, 19.1% were aged in their 50s, well below those in their 20s.
Reasons for setting goals include, it makes the year more productive by setting goals; it has become anannual thing; it is said that New Year is key for the remainder of the year; and goal setting encourages
oneself to do their best. On the other hand, reasons for not setting any goals include, the goal will not
be achieved regardless and New Year does not have any significant meaning. (Data 3)
About Candlewick
Candlewick is a public relations firm that offers Integrated Marketing and Communication (IMC) services
from consumer research and insights, product development and strategy to promotion activities aimed
at consumers. Candlewick has expertise in supporting interior products, luxury and premium products
and services. Candlewick conducts on a regular basis, unique surveys from a female point-of-view.
To find out more about Candlewick’s services please visit: www.candlewick.co.jp
Contact: Yuri Ohba, Akane Ara
Candlewick Co., Ltd.
Tel: +81-3-3498-2770Fax: +81-3-3498-2771
Email: press@candlewick.co.jp

About the Survey
Survey panel: 600 women 20 - 59 years of age
Survey methodology: Online
Survey period: November 23 - 25, 2012
Research firm: My Voice Communications, Inc.
To access the full survey, please download it using the following link:
http://www.candlewick.co.jp/en/topics/pdf/20121207_CDW_DataE.pdf<Data 1>
Q: Do you have anything special you always do to ring in the New Year? (Multiple Answers)
72.7
75.7
63.5 70.3
68.4

Eat year-crossing noodles(toshikoshi-soba)

Eat new year dishes (Osechi)
58.7
Visit shrine / temple
54.3

Do housecleaning
30.3

Draw Omikuji (check personal fortune)
Decorate the entrance withKadomatsu and Shimenawa
Drink New Year drink(Otoso) to fend off evil

Prepare new chopsticks
Prepare new underwear
Go to the hairdresser
Nothing special
Take a family photo
Prepare new towels
Others

12.2
14.7
10.1
11.3
16.9
7.6
8.5
15.4
6.9
8.0
10.3
6.9
7.8
5.9
6.3 9.8
10.3
3.6
5.3
9.6
2.5
4.0
5.9
2.2

23.9
25.5
27.2
24.3

Total17.0

55.5

People who set newyear's resolution

66.2

39.7

合計

Total
（N=600）People who set newyear's resolution
決める（N=136）
People who don't set

決めない
new year's resolution（N=276）
Items that has twice more gap between blue and red

38.5

20.6

61.8

55.3

45.7

0%
10%
20%
30%
40%
50%
<Data 2>
Q. Are you planning to prepare any homemade New Year dishes? (Single Answer)（N=600）

60.0
63.2

60%

15.8

41.2

14.7

70%

20.8
16.9

80%

7.8
6.6

（N=136）People who don't set
new year's resolution（N=276）

15.6

49.3

33.7

0%

20%

40%

18.8

25.4

6.5

60%

80%

100%

I plan to prepare most New Year dishes at home

I do not eat New Year dishes

I plan to prepare part of New Year dishes at home and purchase the rest

Other

I plan to purchase New Year dishes<Data 3>
Q. Number of women who set goals at the beginning of the year by age
People who set newyear's resolution

50's

20's
19.1%

（N=136）

32.4%
25.0%
23.5%
40's

30's