In the Japanese retail market at the start of each new year retailers and brands alike will prepare a "fukubukuro" or Lucky Bag, directly translated to English. It is a bag full of goodies unknown to the consumer and often times include products, discount cards, rare items and so forth. Consumers purchase the Lucky Bag with secret contents often surprising the purchaser.
Apple Japan have no undoubtedly followed this tradition with their own version of Lucky Bag for the year 2010. One of the goodies in the bag is a collaborative backpack with Incase. It is a special edition of the custom designed Compact Backpack that feature subtle red highlights and distinctive cyan interior with jet black exterior. And of course on the inside is the laptop compartment ready to safely store it inside.