The big department stores in Hong Kong, Hawaii and in some parts of the U.S. sell the Lucky/Mystery Bags during the New Year festival. They adopt this Japanese custom as a marketing plan to attract the Japanese tourists who travel during the holidays and who are well-accustomed to this New Year custom of buying the Fukubukuro bags (lucky/mystery bags) -- not to mention that the local people equally enjoy this game of luck. Customers would queue up excitedly to buy these bags that contain unknown and random items, all of which are sold at 50% discount. The campaign also helps the stores to unload excess merchandise from last year. Based on the Japanese belief that one should begin the New Year with new things, the sales campaign that became a custom was created by the Ginza Matsuya Department Store in late Meiji period (1868-1912).