Every December in Japan, post offices become bustling hubs as millions prepare nengajo (年賀状), traditional New Year greeting cards sent to arrive precisely on January 1st. This centuries-old custom represents one of Japan's most cherished ways to express gratitude and welcome the new year. However, as digital communication reshapes society, this beloved tradition is experiencing dramatic changes, especially among younger Japanese people.
What Are Nengajo?
Nengajo are special greeting cards that carry deep cultural significance as formal expressions of appreciation and wishes for the coming year. Japan Post guarantees delivery on New Year's Day for cards mailed by the late December deadline. These cards typically feature the zodiac animal of the upcoming year, traditional Japanese art motifs, family photos, or contemporary designs. Each card represents a deliberate effort to honor relationships and start the year with positive intentions.
The Origin and History
The tradition of New Year greetings dates back over 1,000 years to the Heian period (794-1185), when aristocrats would visit each other to exchange wishes in person. As this became impractical for distant acquaintances, written greetings emerged as an alternative.
The modern nengajo system began during the Meiji era when Japan established its postal service in 1871. The government introduced official New Year postcards in 1899, making the tradition accessible to all social classes. The practice gained tremendous popularity after World War II, becoming deeply embedded in Japanese business and social culture. By the 1970s and 1980s, Japan Post reported peak years when over 4 billion nengajo were delivered annually.
What to Write on Nengajo
Writing nengajo follows specific customs that reflect Japanese communication values. Essential elements include a formal New Year greeting such as "謹賀新年" (kinga shinnen) or "明けましておめでとうございます" (akemashite omedetou gozaimasu - "Happy New Year"). Include thanks for the recipient's support during the past year with phrases like "旧年中は大変お世話になりました" (thank you for your great kindness last year). Express hopes for continued good relations with "本年もどうぞよろしくお願いいたします" (I humbly ask for your favor again this year), and don't forget to write the year and date.
Certain topics are taboo on nengajo. Avoid negative language, references to death or illness, and overly casual language when writing to superiors or clients. Adding personal touches like brief mentions of shared memories or handwritten messages makes nengajo more meaningful and shows extra thoughtfulness.
Design Elements
Nengajo designs range from traditional to contemporary. Each year's Chinese zodiac animal features prominently, symbolizing characteristics and fortunes for that particular year. Traditional Japanese imagery like Mount Fuji (strength and aspiration), cranes (longevity), and rising suns (new beginnings) carry auspicious meanings perfect for New Year wishes. Family photos have become increasingly popular, especially showcasing milestones like weddings, new babies, or family trips.
Japan Post offers pre-printed nengajo with lottery numbers, adding excitement as recipients can check for prizes in the annual New Year's postcard lottery. Many people buy these official postcards and add their own designs.
The Decline Among Younger Generations
Despite nengajo's deep cultural roots, the tradition is experiencing dramatic decline. Japan Post reported that nengajo numbers dropped from approximately 4.4 billion cards in 2003 to just 1.4 billion in 2024, a decline of nearly 70 percent over two decades.
Young people are moving away from nengajo for several reasons. Creating, writing, and sending dozens or hundreds of cards requires significant time and money that many find impractical with busy modern lifestyles. Having grown up with instant messaging and smartphones, younger Japanese naturally gravitate toward faster, more convenient communication methods. Traditional nengajo served to maintain networks of professional and social obligations, but younger generations often have more fluid, less hierarchical relationships that don't require such formal expressions. Some view the paper consumption as environmentally irresponsible, while others note that Japan's gradually relaxing corporate culture has weakened the business obligation to send nengajo.
Modern Alternatives: How Young Japanese Celebrate New Year
Younger Japanese haven't abandoned New Year greetings entirely but have adapted them to fit contemporary communication styles.
Digital New Year Greetings: The most popular alternative is sending messages through LINE, Japan's dominant messaging app with over 95 million domestic users. On January 1st, LINE experiences massive traffic as users send New Year stickers, personalized messages, and digital cards offering instant delivery, multimedia options, and zero cost.
Social Media Announcements: Instagram, Twitter, and Facebook see waves of New Year posts including photos from celebrations, year-end reflections, or creative graphics. This public greeting method reaches many people simultaneously.
Email and Video Messages: Some young professionals send New Year greetings to business contacts via email, which can include company updates, personal notes, and even video greetings while maintaining professionalism.
Hybrid Approaches: Interestingly, some young people send nengajo only to select important people like grandparents or mentors who would particularly appreciate the traditional gesture. This selective approach reduces burden while preserving meaningful tradition.
Video Calls: With family members often living far apart, video calls on New Year's Day have become increasingly common, allowing richer interaction than written cards.
The Cultural Debate
The decline has sparked discussion about tradition and cultural evolution in Japan. Traditionalists argue that nengajo embodies uniquely Japanese values of thoughtfulness and respect, with the physical act demonstrating effort and sincerity that digital messages cannot match. Modernists contend that the essence of showing appreciation matters more than the medium, and digital communication enables more frequent, authentic connection throughout the year. Many observers suggest both approaches have merit, with nengajo perhaps becoming more selective and meaningful rather than obligatory.
The Future of Nengajo
While overall numbers continue declining, the practice shows signs of evolving rather than disappearing. Some innovative services now offer digital nengajo through official apps that maintain traditional elements with modern convenience. Others experiment with augmented reality nengajo blending physical cards with digital content accessed through smartphones.
The core spirit of connecting with others at year's start persists whether through traditional postcards, LINE messages, or hybrid approaches. What matters most is the intention behind your New Year greeting. The future of nengajo may look different from its past, but the human need to acknowledge important relationships and start the year with positive intentions transcends any particular format. This evolution reminds us that cultural practices can adapt without losing their essential meaning.
