Are Red School Bags Now Chosen by Boys How Elementary School Norms Have Drastically Changed from Showa and Heisei to Reiwa

Higher Prices and More Colors for Randoseru

On the spring morning when cherry blossoms flutter, a girl carrying a red randoseru running energetically to elementary school was once a quintessential image of the season. But in the Reiwa era, that image is a thing of the past.

Randoseru have become more colorful, and for girls, pastel shades like pale purple or light blue are popular. The traditional red is now a minority. Grandparents often purchase them, but the challenge is how to obtain a randoseru that the grandchild will truly like—this can be the turning point in becoming a hero for their grandchild.

Kuniyo Hayashi, chairman of the Randoseru Manufacturers Association and representative of Murase Kaban, explains the latest trends:

“In a 2026 survey targeting families with children entering elementary school, 52% of randoseru payments were made by grandparents, and 44% by parents. While it has long been common for grandparents to give them as celebratory gifts, the wide variety of choices today has left some seniors unsure.”

Regarding popular colors:

“For girls, pale purple is number one (30% share). Pink is second, and light blue third, with the top three accounting for 65%. Red ranks fifth with 6%. In 2020, red was first (23%), but in recent years, other colors have overtaken it.”

In a class of 40 students, with 20 girls, a 6% share means only 1.2 girls—so there might only be one girl with a red backpack in a class. The rise of competing colors is a main factor, but why did randoseru become more colorful in the first place?

“In 2000, Uniqlo increased the color variations of its extremely popular fleece to 50 colors and had great success. Observing this, Aeon sold 50-color randoseru in 2001. Sales went well, showing that backpacks could sell without being just black or red, and other manufacturers followed suit, leading to the trend toward more colors.”

Why the Girls Red, Boys Black Model Broke Down

The traditional girls wear red, boys wear black norm collapsed, and entertainment media began to have a strong influence.

“After Disney’s Tangled was released in 2011, pale purple became popular. Then after Frozen came out in 2014, light blue sales surged. Both reflected the princess dress colors that girls admired.

If a Disney princess in a red dress appears in the future, red may regain popularity, but there’s no sign of that yet.”

Interestingly, red randoseru now attract the attention of boys.

“Red is often the color associated with the leader in sentai hero shows, which likely influences boys. While few boys choose fully red backpacks, models with a black body and red straps or back cushions are very popular.

Combinations like black + blue or black + silver are trending. Additionally, since the release of the game Pokémon Scarlet & Violet in 2022, violet-colored backpacks have also seen increased sales.”

Beyond color trends, pricing has also shifted. According to the association’s survey, the average randoseru costs ¥62,034, up over ¥10,000 from ¥51,300 in 2018.

“Besides currency and inflation, the declining birthrate has had an effect. With fewer children, spending per child has increased, and more families want to buy high-quality items. Models with luxury Cordovan leather (from horse rump) exceeding ¥200,000 are available and sell well.

Previously, our company produced a ¥500,000 randoseru modeled after samurai armor. It was meant as a contest piece, so we didn’t expect sales, but three orders came in through made-to-order production.”

Some might think this is extravagant for something used only six years. However, services that remake randoseru into wallets, cardholders, and other leather goods after graduation are spreading. Being able to continue using a cherished item helps drive demand for high-end models.

“RANKATSU is a major project involving three generations of a family. A typical schedule starts research in November–December two years before the child enters elementary school. At the end of January to early February, families check catalogs of new products from each manufacturer.

From March to April, they visit exhibitions to narrow down their choices. Then during Golden Week, they purchase the randoseru while visiting their hometown. In some cases, seven people—the child, both parents, and grandparents from both sides—come together to buy a single randoseru.”

Currently, RANKATSU for students entering school in 2027 is reaching its peak.

“I once served an elderly man at a randoseru store who said, ‘My grandchild was born just yesterday.’ That’s an extreme case, but the earlier you start, the easier it is to get the ideal randoseru. According to our survey, the peak purchase period is May during Golden Week, followed by August during the Obon holiday. By August, popular models may already be sold out, so purchasing during Golden Week is best.”

There’s also a trick to dividing responsibilities. According to Mr. Hayashi: parents narrow the choices to about four, the grandmother acts as an advisor, the child makes the final decision, and the grandfather—

“Basically observes and takes on the role of paying—the sponsor. I’ve seen many families, and this pattern works most smoothly. If the grandfather says, ‘She’s a girl, so she should get red,’ the family might shoot him a cold look (laughs).”

Randoseru are no longer chosen based on black or red. Colors, prices, and the way of choosing have all changed. Sticking to Showa-era thinking could leave you behind in RANKATSU, and instead of being a hero to your grandchild, you might become an out-of-touch grandfather.