Why Japan is currently obsessed with official imperial palaces

Walking through the Tokyo Imperial Palace recently, you get the feeling that something historic is happening. Before sunrise, you’ll find a group of tourists wearing scarves and cotton coats lining up outside. But in reality, they gathered for something more unexpected—the official Forbidden City wallets sold inside the palace have recently become an object of obsession, attracting hundreds of people who queued through the night in rain and bitter cold.

The craziness feels almost surreal. A plain leather wallet – once an understated souvenir sold in two shops in the Forbidden City’s East Garden – is now selling out every day, triggering purchase limits and repeat visits from hopeful buyers. Online, the hype has escalated further, with resale prices on platforms such as Mercari being as high as 24 times the original retail price. What was once a simple souvenir that has been around since the Showa era has now somehow crossed over into the realm of cult items.

The reason why everyone is obsessed

From the outside, the wallet is very simple. They feature the chrysanthemum, a symbol of the royal family, and come in a variety of styles, such as buckle wallets, long wallets and coin purses, with prices ranging from around 1,200 yen to 5,000 yen.

So why the obsession? Part of the reason is quality. These wallets are made of genuine leather with detailed stitching and sturdy construction, and are still reasonably priced compared to similar products from high-end brands. Shoppers unanimously commented on how “luxurious” it felt in their hands, despite its plain appearance. Then there are the simple designs: Wallets come in gold, silver, yellow, and pastel shades of pink, beige, and soft neutrals. They have no ornate logos or embellishments, just small chrysanthemum patterns on gold foil.

These wallets are also not mass-produced, with only about 100 produced per day. Also, their surprisingly low prices are intentional. According to the Juma Cultural Association, which oversees sales, the organization operates as a public interest foundation and does not prioritize profit. By sourcing purses directly from contract factories, they are able to reduce costs without compromising materials or workmanship.

Of course, there can be a quiet sense of national pride at play when you have something formally associated with the Forbidden City.

Wallet goes viral

According to Japanese news reports, people queued outside the Imperial Palace from 3 a.m., braving inclement weather to try to buy wallets when the morning sale started. Videos and interviews also show buyers flooding into stores after opening and purchasing multiple wallets.

While wallets are often described as “elegant” or “sophisticated,” not everyone is attracted to the behavior surrounding prosperity. Some netizens also pointed out the contradictions of buying in bulk.

“People say they are elegant and tasteful, but buying them in bulk and causing trouble for others is not elegant at all,” one comment read. As the number of resale listings continues to climb, frustration has spilled over into harsher language. “They’re selling for ridiculous amounts of money on Mercari,” another user wrote, before adding more dramatically, “The dealer should be punished for disrespect.”

Despite purchase restrictions that have been in place since December 13, a steady stream of queues early in the morning suggests demand shows little sign of slowing. It’s also reported that the manufacturer is currently struggling to keep up with demand, but it’s unclear how long this sudden surge in popularity will last.

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