The process of choosing a school backpack, known as “Randoseru selection” or “Ransei,” is approaching its second peak, coinciding with the summer break when grandparents often purchase them with their grandchildren. Despite declining birth rates, the randoseru market has been expanding, particularly for high-end models. However, there are signs of decline as major manufacturers halt production.
A survey conducted by the manufacturer Seiban in May 2026 showed that 38.6% of parents had already purchased a randoseru, with most of the remaining 60% planning to buy one by the end of August. Preferences in selecting randoseru have shifted, with durability remaining a top concern, but the weight and ease of carrying them have become more important.
As more educational materials become digital, parents increasingly prioritize lighter backpacks. Fabric-based randoseru, like those offered by Footmark, are becoming popular for their lighter weight, with some models as light as 830 grams.
Despite the economic challenges, the high prices of randoseru remain notable. The average price has risen by about 40% over the last decade, and many families, especially grandparents, are willing to purchase these expensive items as memorable gifts.
Market expansion has slowed, and market size might decrease as population declines surpass price increases. Companies like Kokuyo announced they would discontinue producing randoseru, citing increasing weight and prices, and moving to explore better consumer products and services.
Randoseru’s evolving market trends towards high-priced, lightweight products might lead to further adjustments as demographic changes continue to influence consumer behaviors.
by MagazineKey4532