Seasonal Greetings: The Art of Nengajo and Shuchu-mimai

In the age of instant messaging, Japan remains a “Postal Superpower.” Two traditions in particular keep the post office busy: Nengajo (New Year’s cards) and Shochu-mimai (Summer greeting cards). These aren’t just casual notes; they are vital social bonds that maintain relationships across years and even generations.

Nengajo: The Winter Tradition

Every year, Japanese people send billions of postcards to be delivered exactly on January 1st. These cards often feature the Zodiac animal of the year and are a chance to thank people for their support over the previous year.

• Ake-ome! (Short for Akemashite Omedetou): Happy New Year.
• Kotoshi mo yoroshiku: “Please treat me well again this year.”

Shochu-mimai: The Summer Tradition

In the sweltering heat of July or August, Japanese people send Shochu-mimai to check on the health and wellbeing of their relatives and business partners. It is a linguistic “cool breeze,” acknowledging the difficulty of the heat and wishing for the recipient’s safety.

The Etiquette of Reciprocity

If you receive a Nengajo, you are traditionally expected to send one back. This cycle of reciprocity is the glue that holds Japanese social groups (Kumi) together.

Conclusion

Sending a physical card is a way to say “I am thinking of you” in a way that an email never can. It is part of the culture of Giri (Social Obligation) transformed into an act of beauty.