The History of Golden Week

Japan is in the middle of Golden Week, a semi-accidental grouping of holidays which gives everyone a break from normal their school or work lives. The name Golden Week was coined in 1951 when an executive at the Daiei Movie Company noticed a spike in ticket sales around these holidays, so his company started a campaign advertise the holiday week as a great time to go see a movie, in the same way that “golden time” is the best time to watch television (although we call it “prime time”). While everyone uses this label today, Japan’s public broadcasting network NHK stoically refuses, preferring the term “period of consecutive holidays” as the name Golden Week is ostensibly an advertising term for a private industry. Golden Week is a major economic event both for leisure-oriented businesses inside Japan as well as for areas popular with Japanese tourists, like Hawaii, Guam and California, but the fact that several of this year’s holidays fall on Saturdays may mean fewer leisure-travelers. In case you’re curious, the holidays that make up Golden Week are Showa Day on April 29, the birthday of the former Emperor; Constitution Day on May 3, to commemorate Japan’s postwar constitution; Green Day on May 4, a day for appreciating plants and growing things; and Children’s Day on May 5, which is traditionally a day to celebrate boy children by flying carp-shaped kites which represent the boys swimming up the stream of life. Happy Golden Week, everyone!