Why Is Golden Week Called 'Golden'? Origin, Meaning, and Japanese Holiday Explained

Introduction: The Phenomenon of Golden Week

Golden Week, which occurs annually from late April to early May, is one of the most widely recognized and eagerly anticipated extended holiday periods in Japan. This time provides an excellent opportunity for many people to take long vacations, leading to heavy congestion in transportation systems and bustling tourist destinations due to domestic travel, leisure activities, and returning to one’s hometown. Economically, it is also a crucial business opportunity for the travel, leisure, and retail industries, with various campaigns and events being held during this period.

However, the widely accepted term “Golden Week” is, in fact, a relatively recent coinage born in postwar Japan, and many aspects of its origin and popularization remain surprisingly unknown. Although it sounds like an English term, “Golden Week” is actually a form of wasei-eigo, or Japanese-made English.

This paper focuses on the name “Golden Week” and aims to delve into its historical and cultural background. Specifically, it will begin by identifying the specific holidays and period encompassed by Golden Week. It will then explore when, by whom, and through what process the name was created, with particular attention to its connections with the film and radio industries. Furthermore, the paper will examine the social and cultural conditions of the time when the term was born and trace how it gradually became widely used among the general public. Finally, it will also investigate whether there were any other names used to describe this holiday period before the term “Golden Week” became established. Through this investigation, the paper seeks to reveal how this seemingly self-evident term reflects the transformations in media, commerce, and society in postwar Japan.

The Anatomy of Golden Week: Defining a Cluster of Holidays

At the heart of Golden Week lies a cluster of four national holidays that are concentrated between the end of April and the beginning of May. These are: Showa Day (April 29), Constitution Memorial Day (May 3), Greenery Day (May 4), and Children’s Day (May 5). Out of the 16 national holidays observed in Japan each year, a quarter fall within this brief period, which is a major reason why Golden Week is recognized as a significant extended holiday.

Each of these holidays has its own unique history and significance.

• Showa Day (April 29): This day marks the birthday of Emperor Showa and is designated as a time to “reflect on the Showa era, which saw turbulent days and subsequent recovery, and to contemplate the future of the nation.” From the enactment of the Public Holiday Law in 1948 until 1988, it was observed as "The Emperor’s Birthday." Following the death of Emperor Showa and the ascension of Emperor Akihito (now Emperor Emeritus) in 1989, the Emperor's Birthday was moved to December 23 (at the time), and April 29 was renamed "Greenery Day" in honor of Emperor Showa’s love for nature. Later, with the 2005 amendment to the Public Holiday Law, "Greenery Day" was moved to May 4 beginning in 2007, and April 29 was newly established as "Showa Day."
• Constitution Memorial Day (May 3): This holiday commemorates the enforcement of the Constitution of Japan on May 3, 1947, and is designated as a day to “celebrate the enactment of the Constitution of Japan and to hope for the nation’s growth.” It symbolizes one of the new starting points of postwar Japan.
• Greenery Day (May 4):This holiday is intended “to commune with nature, show gratitude for its blessings, and cultivate a rich spirit.” As mentioned above, it was originally observed on April 29 but was moved to May 4 in 2007. Prior to that, May 4 had been designated as a “Citizens’ Holiday” under the Public Holiday Law, which stipulates that a weekday sandwiched between two national holidays (in this case, May 3 and May 5) automatically becomes a holiday. This rule, introduced with the 1985 amendment and effective from 1986, ensured May 4 was treated as a holiday regardless of how weekends fell. With the relocation of “Greenery Day” to this date in 2007, May 4 was effectively “upgraded” to an official national holiday.
• Children’s Day (May 5): This national holiday is observed “to respect the personalities of children, to promote their happiness, and to express gratitude toward mothers.” It originates from the traditional celebration of Tango no Sekku (Boys’ Festival), which was originally a day to pray for the healthy growth of boys. However, in the postwar period, it was reestablished as a holiday for all children, regardless of gender. Traditions such as displaying koinobori (carp streamers) and gogatsu ningyo (May dolls) continue to this day.

National Holidays that Constitute Golden Week

Official Date	Japanese Name (Kanji / Rōmaji)	English Name (Reference)	Overview of Establishment and Changes
April 29	昭和の日 / Shōwa no Hi	Showa Day	1948–1988: The Emperor’s Birthday (Emperor Showa). 1989–2006: Greenery Day. 2007–present: Showa Day. A day to “reflect on the Showa era, which saw turbulent times and subsequent recovery, and to contemplate the future of the nation.”
May 3	憲法記念日 / Kenpō Kinenbi	Constitution Memorial Day	Established in 1948. A day to “commemorate the enactment of the Constitution of Japan and to hope for the nation’s growth.”
May 4	みどりの日 / Midori no Hi	Greenery Day	1986–2006: Citizens’ Holiday (a weekday between two national holidays). 2007–present: Greenery Day (moved from April 29). A day to “commune with nature, show gratitude for its blessings, and cultivate a rich spirit.”
May 5	こどもの日 / Kodomo no Hi	Children's Day	Established in 1948. A day to “respect the personality of children, promote their happiness, and express gratitude to mothers.” Originates from the traditional Tango no Sekku (Boys’ Festival).

The actual length of Golden Week varies each year, depending on the combination of these national holidays with weekends (Saturdays and Sundays) and the system of “substitute holidays” (furikae kyūjitsu). A substitute holiday is a system whereby if a national holiday falls on a Sunday, the next weekday becomes a holiday instead. This system allows national holidays and weekends to align more easily, thus forming longer holiday periods.

For example, in the 2025 calendar, April 29 (Showa Day) falls on a Tuesday, May 3 (Constitution Memorial Day) on a Saturday, May 4 (Greenery Day) on a Sunday, and May 5 (Children’s Day) on a Monday. Therefore, May 6 (Tuesday) becomes a substitute holiday for May 4 (Sunday), creating a four-day holiday from May 3 to May 6. Moreover, if paid leave is taken on the intervening weekdays (April 28, 30, and May 1–2), it is possible to have a maximum of 11 consecutive days off. A special case occurred in 2019, when ceremonies related to the Emperor’s accession were held. April 30 and May 2 were designated as national holidays by special law, resulting in a 10-day holiday period from April 27 to May 6.

Thus, the phenomenon of Golden Week is fundamentally supported by the configuration of holidays established by the “Act on National Holidays” (Kokumin no Shukujitsu ni Kansuru Hōritsu, commonly referred to as the Holiday Law), which came into effect in 1948. Subsequent amendments to this law introduced the concepts of substitute holidays and Citizens’ Holidays. These legal frameworks have led to a concentration of holidays from late April to early May, creating the extended holiday period later dubbed “Golden Week.” Without these legal arrangements, it is highly likely that such an extended holiday worthy of being called a “week” would never have come into existence.

Tracing the Origin of the Name: The Story Behind the Birth of “Golden Week”

There are several theories regarding the origin of the term “Golden Week,” but the most widely accepted and prominent theory today is that it originated within the film industry.

The Mainstream Theory: The Role of the Film Industry

The Influence of Radio: Connection with “Golden Time”

Another prominent theory—or perhaps a complementary element to the film industry theory mentioned above—points to the influence of the term “Golden Time” used in the radio industry. Golden Time was an industry term referring to the time slot (primarily in the evening) during which radio listener ratings were at their highest.

During the extended holiday period, people tended to spend more time at home, which naturally led to more opportunities to enjoy the radio. As a result, radio listening rates were high during this time, and it is said that this period came to be referred to as the “Golden Week.” According to this theory, when the film industry sought to describe the strong audience draw of this holiday period, it borrowed the term “Golden,” which had already become established in the radio industry as a word connoting success and high value, and coined the phrase “Golden Week.” Notably, several sources specifically mention that Hideo Matsuyama, the individual credited with naming the term, drew inspiration from radio’s Golden Time.

Evaluating the Theories

Taken together, these theories suggest that following the success of The School of Freedom in 1951, the film company Daiei—particularly Hideo Matsuyama—created and actively promoted the term “Golden Week” as a marketing catchphrase for the holiday season. Because this theory is tied to specific events and individuals, it is considered the most credible.

At the same time, the influence of the term Golden Time, already popularized by radio, is highly plausible as the inspiration behind choosing the word “Golden.” These theories are not mutually exclusive but rather mutually complementary.

Behind the naming of Golden Week lies more than just the chance success of a single film. It reflects a deliberate commercial strategy by the film industry to establish this new holiday period as one of the key box office seasons of the year. By assigning an appealing name to an existing cluster of holidays and promoting it effectively, the industry sought to embed the idea of a special time into public consciousness and stimulate consumer behavior. In this sense, it can be seen as a form of branding strategy.

The process by which this commercially motivated coined term eventually took root on a national scale is a fascinating example of how media and marketing possess the power to shape culture.

Moreover, the fact that a successful term from an earlier medium—radio’s Golden Time—was adopted by another medium, film, for promotional purposes, suggests the presence of intermedia influence at the time. Before the full advent of television broadcasting, radio and film were the two dominant mass media, influencing and competing with each other as they shaped popular culture. The cross-media borrowing of effective expressions and concepts reflects the media landscape of that era.

Other Theories (For Reference)

There are also several popular, though less substantiated, theories regarding the origin of the term. For example, one theory likens the holiday period to a gold rush, suggesting that during this season, gold dust was said to be abundantly collected from melting snow in the Rocky Mountains of the United States. Another theory refers to Marco Polo’s The Travels of Marco Polo, in which he described Japan as “Zipangu, the Land of Gold,” claiming that he either visited or learned about Japan in early May.

However, these theories lack concrete evidence and are generally considered to be retrospective interpretations or mere speculation, rather than historically grounded explanations.

The Spirit of the Times: Japan in the Early 1950s

The Japan of the early 1950s, when the term “Golden Week” was born, had a distinctive social and cultural backdrop. Understanding the circumstances of this era is essential to exploring why the term emerged and came to be widely accepted.

Postwar Social Climate

In 1951, Japan was still in the process of recovering from its defeat in World War II and stood on the brink of regaining its sovereignty with the San Francisco Peace Treaty, which was signed in September 1951 and came into effect in April 1952. Under the occupation of the General Headquarters of the Allied Powers (GHQ), democratization policies were being implemented, bringing about major transformations in Japan’s social structure and value systems. The introduction of new national holidays under the 1948 Act on National Holidays was also part of these postwar social reforms.

Economically, although the nation was gradually recovering, partly due to the special procurement boom brought on by the outbreak of the Korean War in 1950, the daily lives of the general public were still far from affluent. This was a time when people had a growing thirst for entertainment and leisure.

The Golden Age of Film and Radio

At the center of mass entertainment during this period were, without a doubt, film and radio. Television broadcasting had only just begun regular service in 1953 (Showa 28), and it would take time before TV became widespread in ordinary households.

Thus, in the early 1950s, going to the cinema to watch a movie and listening to the radio at home or in public spaces were the most accessible and prominent forms of entertainment for the public.

Radio programs such as the popular drama Kane no Naru Oka (The Hill Where the Bells Ring, 1947–1950) and the hit songs of star singers like Hibari Misora and Shizuko Kasagi were deeply embedded in people’s everyday lives. Likewise, the film industry remained at the forefront of entertainment, with major film studios competing to produce and release films that drew large audiences.

The box-office success of The School of Freedom and the emergence of the radio term “Golden Time” both epitomize the flourishing state of film and radio in this era.

A New Opportunity for Holidays

The concentration of national holidays between late April and early May, brought about by the 1948 Act on National Holidays, meant that many workers were presented with a consolidated period of leisure time—something that had not existed before the war. This new long holiday period offered a significant business opportunity for the entertainment industry. For the film industry, whose revenue was directly tied to audience numbers, and the radio industry—especially commercial radio, which began in 1951—where listener ratings were linked to advertising revenue, attracting people to their content during this period became a crucial challenge.

It can be said that the term “Golden Week” emerged as a result of the complex interplay of various factors: the postwar hunger for entertainment, the dominant influence of film and radio as the two major media of the time, and the commercial potential of the newly established long holiday period. Had television already become widespread or had the configuration of holidays been different, the birth and popularization of this term might have taken an entirely different path. Indeed, it was the specific media environment and social conditions of the early 1950s that provided the fertile ground for the creation of this term.

The Spread of the Catchphrase: How “Golden Week” Became a Common Term

How did the term “Golden Week,” which originated as a promotional phrase within the film industry, come to be widely used beyond that specific sector and into general society?

Period of Popularization

According to multiple sources, the term “Golden Week” began to be used among the general public around 1952 (Showa 27) to 1953 (Showa 28), not long after it was first coined. This suggests that promotional campaigns by the film industry were successful and that the term gained recognition relatively quickly.

Mechanisms of Popularization

Several factors can be considered in explaining how the term became widespread:

1. Continuous Media Exposure:It is easy to imagine that the film industry, which coined the term, continued to use it actively in its promotional efforts during the holiday season. Through movie posters, advertisements, and film magazines, the term likely became a repeated point of exposure for the public.
2. Adoption by Other Industries:Seeing the success of the film industry, other sectors such as the travel industry, retail, and leisure businesses also began to take notice of the commercial value of the long holiday period. By adopting the term “Golden Week” for their own marketing and customer engagement campaigns, the exposure and usage of the term expanded even further.
3. Use by News Media:Although originally a term used by the film industry, it is possible that newspapers, magazines, and other news media began to use “Golden Week” as a convenient way to refer to this period. (However, as will be discussed later, some media outlets such as NHK would later refrain from using the term.)
4. Spread by Word of Mouth:As people encountered the term through media, they began using it in their own vacation planning and everyday conversations. Through exchanges like “What are you doing for Golden Week?” among friends and family, the term transitioned from being a special marketing phrase to a commonly known expression shared by all.

The Appeal of the Term

The inherent appeal of the term “Golden Week” itself was likely one of the factors that helped accelerate its widespread adoption. The word “golden” carries strongly positive and glamorous connotations such as “brilliant,” “wonderful,” “valuable,” and “ideal.” Compared to simply saying “long holiday,” the phrase creates a greater sense of anticipation and specialness, making it a catchier and more memorable expression that easily resonated with people.

In this way, “Golden Week” gradually moved beyond its original purpose as a promotional term coined by the film industry and took root as a general name for the long spring holiday in Japanese society and culture. It represents more than just a successful case of marketing; it illustrates the process by which a word becomes socially accepted and transforms into a cultural symbol.

While the commercial intentions behind its creation have faded over time, the term now evokes, for many Japanese people, a pleasurable holiday season associated with various activities such as travel, leisure, visiting family, and rest. It has become a cultural signifier—a familiar expression that embodies the spirit of the season.

Beyond “Golden Week”: Alternative Terms and Their Backgrounds

Today, “Golden Week” is the most widely used term to refer to the long holiday period in spring. However, there are other expressions that describe this period, and they are used selectively depending on context.

“Ōgon Shūkan” (黄金週間 / Golden Week)

This is the literal Japanese translation of “Golden Week” and is believed to have been either the original name coined by the film industry or a transitional term used before the katakana version became widely established. While it is rarely used in modern everyday conversation, certain publications—especially weekly magazines—sometimes employ the term intentionally to evoke a classical or special nuance, such as in the phrase “Ōgon Shūkan Tokubetsu-gō” (“Golden Week Special Edition”). This indicates that the term “Ōgon Shūkan” has not completely fallen out of use.

“Ōgata Renkyū” (大型連休 / Long Holiday Period)

Meaning “a large consecutive holiday,” this term is commonly used as a substitute for “Golden Week,” especially by Japan’s public broadcaster NHK, some news organizations, and government institutions. Several reasons explain NHK’s preference for the term “Ōgata Renkyū”:

1. Avoiding Commercial Origins:Given that “Golden Week” originated as a promotional term from a private company (Daiei), public broadcasters like NHK prefer to avoid using language associated with commercial activity from specific entities.
2. Historical and Social Sensitivity:During the oil crisis of the 1970s, viewers criticized broadcasters with complaints such as, “How can you call it ‘Golden Week’ when the economy is in recession and people can’t afford to take holidays?” This experience instilled caution, as the term “golden” could be seen as inappropriate or overly festive depending on the economic or social climate.
3. Linguistic Policy:NHK and other broadcasters follow language usage guidelines that prioritize native Japanese expressions over foreign or katakana words whenever possible.
4. Accuracy and Practicality of Expression:Since the actual length of the holiday period varies from year to year and doesn’t always constitute a full “week,” “Ōgata Renkyū” is considered a more accurate and adaptable term. Additionally, from a practical standpoint, “Golden Week” contains more characters, making it longer to display in headlines or on-screen captions in broadcasts.

The Dominance of “Golden Week”

Despite the use of the term “Ōgata Renkyū” (long holiday period) by some media outlets and public institutions, the term “Golden Week”—or its abbreviation “GW”—continues to be overwhelmingly used and deeply embedded in general society. The term appears in a wide variety of everyday contexts, such as travel brochures, retail sales announcements, and casual conversations among friends. Its recognition is so high that even in popular overseas tourist destinations for Japanese travelers, such as Hawaii and Guam, the phrase “Golden Week” is often understood.

Comparison of the Main Terms Referring to the Spring Holiday Period

Term	Meaning / Origin	Main Contexts of Use	Main Users / Supporters
ゴールデンウィーク / GW (Golden Week)	“Golden Week.” Named around 1951 by the film company Daiei for promotional purposes. Strong theory linking it to radio’s “Golden Time.”	Everyday conversation, commercial use (travel, retail), youth-oriented media. The most widely used general term.	The general public, private companies, many media outlets.
黄金週間 (Ōgon Shūkan)	Literal translation or early version of “Golden Week.”	Occasionally used in publications or special magazine issues to convey a classical or emphasized tone.	Some print publications.
大型連休 (Ōgata Renkyū)	“Large consecutive holidays.” A neutral term that accurately reflects the actual period.	accurately reflects the actual period. NHK news reports, official documents, formal contexts.	NHK, some news organizations, government agencies and local authorities.

The coexistence and differentiated use of the terms “Golden Week” and “Ōgata Renkyū” (long holiday period) reflect a distinctive aspect of language usage in contemporary Japanese society. Within this duality lies a certain linguistic tension—between an awareness (especially from official or public institutions) of resisting commercialism and the infiltration of foreign words, and the general public’s level of acceptance of such terms.

However, the fact that “Golden Week” has become so widely established and affectionately used suggests that the term has come to signify more than just a holiday period. It has acquired emotional value for many people—representing enjoyment, anticipation, and a special time—making it a culturally rich expression. Compared to the neutral and explanatory “Ōgata Renkyū,” the more glamorous and evocative “Golden Week” may resonate more deeply with people’s sentiments, particularly in contexts related to leisure and celebration.

Conclusion: A Name that Tells Postwar History

This paper has examined the origins of the term “Golden Week” and the process by which it became rooted in Japanese society and culture, along with the historical background surrounding its emergence.

What has become clear is that Golden Week refers to a long holiday period formed around four national holidays—April 29 (Showa Day), May 3 (Constitution Memorial Day), May 4 (Greenery Day), and May 5 (Children’s Day)—supplemented by weekends and substitute holidays. The most widely supported theory holds that the name “Golden Week” was coined around 1951 by the major film company Daiei, following the box office success of the movie The School of Freedom. Drawing inspiration from the radio industry’s term “Golden Time,” Daiei created the phrase as a promotional tool to boost attendance during this holiday period.

This piece of wasei-eigo (Japanese-made English), born from a single company’s marketing strategy, rapidly spread through society under the media environment of the early 1950s—a time when film and radio reigned supreme, and television had yet to proliferate. Its spread was further fueled by postwar Japan’s craving for entertainment and the opportunity presented by the newly created long holiday.

Over time, despite its commercial origins and the promotion of the alternative term “Ōgata Renkyū” by some media outlets (particularly NHK), “Golden Week” took deep root in Japanese society, becoming the most common term to refer to the spring holiday period. Its popularity can be attributed to the glamorous, positive ring of the word “golden” and the sense of anticipation for vacation that it evokes in people’s minds.

The story of how “Golden Week” was coined and came to be widely accepted is more than a history of a single term. It serves as a mirror reflecting broader historical and cultural contexts: the transformation of mass media (from film and radio to television), the rise of consumer culture and leisure, the relationship between commercialism and language, and the acceptance and domestication of foreign culture through wasei-eigo.

In the word “Golden Week,” which we now use so casually, we find a fragment of the path that postwar Japan has walked—etched clearly into the language itself.

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