The Surprisingly Emotional World of License Plates Everyone Notices

Why is “358” so popular that it has become lottery-based?

“2951”

This is the license plate number that a “FRIDAY” reporter recently applied for at a desired number reservation center. Can you guess why this number was chosen? The numbers we see every day on license plates sometimes carry the driver’s personal feelings.

There is a recent popularity ranking of license plate numbers released by the National Automobile Plate Council. “3-number plates” generally refer to standard passenger vehicles, “5-number plates” to compact passenger cars, and “light/5-number plates” to kei cars. Under current rules, if a number is not designated as a lottery-eligible desired number, you can freely choose your preferred plate number.

For 3-number plates, the simple “1” is the most popular. Meanwhile, for compact and kei cars, combinations like “2525” (niko niko, meaning “smile”) and “1122” (ii fufu, “good couple”) are popular. Automotive lifestyle journalist Kumiko Kato explains:

“In the past, 3-number plates were strongly associated with luxury cars and foreign cars. While that used to be the case, even now after the system has changed and mass-market cars have become more common, some 3-number owners still place importance on status. That lingering image contributes to the popularity of eye-catching single-digit numbers.”

For 5-number plates and kei cars, many combinations evoke family themes, such as “1188” (good father, good mother). Conversely, these family-oriented numbers do not appear at all in the rankings for 3-number plates.

There is also a number that is extremely popular across all categories: “358.” At first glance it may look like a random sequence, but what is the reason for its popularity?

“‘358’ combines ‘3’ and ‘5,’ which in feng shui symbolize financial luck and fortune, with ‘8,’ a lucky number said to attract good fortune. It is considered the ultimate lucky license plate and is even called an angel number. It likely suits the Japanese tendency to value good luck charms,” says Kato.

There are other reasons for the strong demand as well.

“Some customers who purchase cars do not specify a desired number. From a dealership’s perspective, we want to avoid assigning unlucky numbers such as ‘4989’ (which sounds like suffering and hardship) when no preference is given. In such cases, one option is for dealers to assign ‘358’ free of charge,” says a veteran sales representative at a Tokyo dealership.

License plates are also evolving

Due to its overwhelming popularity, “358” was designated nationwide as a lottery-eligible desired number in May 2025. What is expected to gain popularity going forward are evolves number plates.

“It is said that ‘3588,’ which adds another ‘8’ to ‘358,’ is seeing an increase in applicants. It can be called an ultimate feng shui number, further increasing auspicious digits. ‘8888,’ which lines up four ‘8s’—a number symbolizing prosperity—has also become very popular, but this too has been designated for lottery selection. ‘8008,’ which places ‘8’ on both sides of ‘00,’ resembling the symbol for infinity ‘∞,’ is also gaining demand as a lucky number meaning ‘good fortune continues forever.’ The visual symmetry is also said to be part of its popularity,” says Kato (mentioned above).

There is also an increase in numbers reflecting hobbies, preferences, and occupations.

“For a long time, people who love yakiniku (grilled meat) have used ‘29’ as a pun, and butcher shop owners choose ‘1129’ (ii niku, ‘good meat’) as a good-luck number for their work. Big-eating entertainers also like ‘29.’ Recently, with the growing popularity of saunas, more customers are requesting ‘1137’ (ii sauna, ‘good sauna’),” says the veteran sales representative mentioned earlier.

For readers who have understood the hidden meanings behind the numbers introduced at the beginning: “fuku koin” (may good fortune come)!

“Good couples” are increasing among family cars as a good-luck charm.

From the April 17–24, 2026 combined issue of “FRIDAY.”