Top Image of Kimono and Furisode is 'Feeling Japanese Culture and Tradition.' About 33% Express Interest in Wearing Kimono/Furisode More in the Future

Where Are the Occasions to Wear Furisode Today?

That one furisode you wore on your Coming-of-Age Day.

Have you had another chance to wear it since then?

For many women, furisode is a special outfit worn only on rare, significant occasions in life.

As a result, after the Coming-of-Age Ceremony, many find their furisode stored away in the back of a closet, unused.

Therefore, this time, we conducted a joint survey with Mitsuboshi Kofuku-ten, targeting 200 women nationwide, to explore the occasions on which furisode is worn.

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・ Indicate the source as 'Survey by NEXER Group and Mitsuboshi Kofuku-ten'

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Survey Overview: 'Questionnaire on Occasions for Wearing Furisode'

Survey Method: Online questionnaire

Survey Period: July 2, 2026 – July 9, 2026

Respondents: Women across Japan

Valid Responses: 200 samples

Survey Questions:

Question 1: Do you have opportunities to wear furisode outside of Coming-of-Age Day?

Question 2: What images do you associate with furisode, kimono, and other traditional Japanese clothing? (Multiple answers allowed)

Question 3: Were you aware that 'the designs of furisode and kimono are evolving to match modern trends'?

Question 4: Do you want to wear furisode or kimono in the future or increase your opportunities to wear them?

Question 5: Specifically, in what kind of occasions would you like to wear them?

※ Percentages are rounded to the second decimal place, so totals may not add up to exactly 100%.

91.5% Responded 'None at All' for Opportunities to Wear Furisode Outside Coming-of-Age Day

First, we asked whether respondents have opportunities to wear furisode outside of Coming-of-Age Day.

The results showed that 'frequent' accounted for 1.0% and 'occasional' for 1.5%, totaling only 2.5%.

On the other hand, 'almost none' was 6.0% and 'none at all' was 91.5%, meaning that 97.5% of respondents reported having almost no or absolutely no opportunities to wear furisode outside of Coming-of-Age Day.

After completing the significant milestone of Coming-of-Age Day, opportunities to wear furisode appear to drop sharply.

Despite being a beautiful ceremonial garment, it may be difficult in reality to find occasions to wear it again in daily life.

57.5% Associate Traditional Clothing with 'Feeling Japanese Culture and Tradition'

Next, we asked about the images respondents have of traditional Japanese clothing such as furisode and kimono.

The most common response was 'feeling Japanese culture and tradition,' at 57.5%.

This was followed by 'seems difficult to dress' at 53.5%, and 'gorgeous and beautiful' at 47.0%.

Other responses included 'expensive/costly' at 38.5%, 'only for special occasions' at 35.5%, and 'would like to wear in daily life' at 6.5%.

While traditional clothing is positively associated with Japanese culture, tradition, and beauty, many also perceive challenges such as the difficulty of dressing and financial burden.

Additionally, only 6.5% responded that they would like to wear traditional clothing in daily life, suggesting that while kimono is seen as attractive, it is generally perceived more as ceremonial attire rather than everyday wear.

60.0% Were 'Unaware' That Kimono and Furisode Designs Are Evolving

Next, we asked whether respondents were aware that 'the designs of furisode and kimono are evolving to match modern trends.'

The results showed that 4.0% 'knew well' and 36.0% 'knew somewhat.'

However, 60.0% responded 'were unaware,' indicating that 60% of respondents did not know about the evolution in kimono and furisode designs.

Recently, furisode and kimono with modern sensibilities in color patterns and styling have become available.

Even if people feel attracted to traditional clothing, the lack of opportunities to learn about current designs and styling may be one reason why furisode and kimono feel distant outside of Coming-of-Age Day.

32.5% Responded They Would 'Like to Wear' Kimono or Furisode in the Future

Finally, we asked whether respondents would like to wear kimono or furisode in the future or increase their opportunities to wear them.

The results showed that 3.0% responded 'definitely want to wear,' and 29.5% responded 'would wear if given the opportunity,' totaling 32.5% who expressed interest in wearing kimono or furisode in the future.

On the other hand, 67.5% said they currently do not wish to wear them.

Considering that over 90% of respondents said they have 'no opportunities at all' to wear furisode outside Coming-of-Age Day, actual wearing opportunities are scarce. However, interest in traditional clothing itself has not completely disappeared.

If barriers such as difficulty in dressing, cost, and lack of occasions were lowered, a certain number of people would likely want to enjoy wearing furisode and kimono again.

So, what kind of occasions do those who want to wear them have in mind?

We asked specifically and introduce some responses below:

Specifically, in what kind of occasions would you like to wear them?

・ New Year's Day. (Female, 20s)

・ When traveling to Kyoto. (Female, 30s)

・ Visiting a shrine. (Female, 30s)

・ Someone's wedding. My child's Shichi-Go-San. (Female, 30s)

・ Entrance or graduation ceremonies. (Female, 40s)

・ At a class reunion. (Female, 40s)

Looking at the responses, many mentioned 'slightly special outings' within daily life, such as New Year's, travel, and shrine visits.

Additionally, there were opinions about wearing traditional clothing at family milestones or gatherings, such as weddings, Shichi-Go-San, entrance/graduation ceremonies, and reunions. Even without a major day like Coming-of-Age Day, there is a desire to enjoy traditional clothing on small 'special occasions.'

Summary

In this survey, about 90% of respondents answered that they have 'no opportunities at all' to wear furisode outside Coming-of-Age Day. For many women, furisode appears to be a special outfit worn only on limited occasions in life.

On the other hand, 57.5% associated traditional clothing with 'feeling Japanese culture and tradition,' and 32.5% responded positively that they would 'like to wear' kimono or furisode in the future. There were also responses specifically envisioning occasions such as travel, New Year's, and family milestones.

Because wearing opportunities are limited, it might be good to start by enjoying traditional clothing on casual, accessible occasions. By incorporating furisode and kimono not only on special days but also on slightly formal outings or family milestones, traditional clothing could become a more familiar presence in people's lives.