In Japan, the transition to the new year is not limited to visits to the sanctuary, festive dishes or family meetings. It is accompanied by a written custom deeply rooted in everyday life: the sending of the nengajō, the New Year’s greeting cards. This practice, still widely followed despite the rise of digital technology, is an excellent entry point to understand the Japanese way of maintaining social, professional and family ties. For a traveller present in Japan in December or January, Nengajō is fully part of the cultural and social landscape of this period.
What is a nengajō?
Nengajō is a greeting card sent for the New Year. It allows you to wish your family, friends, colleagues, clients or professional relations a healthy, serenity and prosperity. Unlike Western greeting cards, they must arrive at the beginning of the new year, ideally on 1 January.
The sending of nengajō is based on a logic of relational continuity. It is not just a question of wishing for the good year, but also of recalling the existence of the link, even in the absence of regular contacts in the previous months.
Historical origins of custom
The nengajō tradition dates back to the second half of the seventh century. Originally, the Japanese visited relatives and important relationships in person on New Year’s Day to present their greetings. When travel was impossible, letters were sent instead.
With the development of communication networks and the extension of administrative territory, the written text gradually replaced the physical visit. This has led to the institutionalization of the nengajō, which has become a social ritual in its own right.
Massive national practice
Nengajō is distinguished by its magnitude. A Japanese family routinely sends dozens of cards each year. At its peak in the early 2000s, several billion cards were distributed across the country in a few days.
Although volumes are gradually decreasing, this custom remains visible and structuring. It mobilizes every winter the entire Japanese postal network and participates in the special atmosphere of the end-of-year celebrations.
Nenga hagaki, official New Year maps
To send nengajō, most Japanese use postcards specially designed for this occasion, called nenga hagaki. They are put on sale in November in post offices, supermarkets and stationery.
These maps exist in many forms, ranging from blank models to elaborate illustrations. Many display the sign of the Chinese zodiac corresponding to the coming year, lucky motifs or traditional greeting formulas.
Each official nenga hagaki has a unique number, qualifying for a national lottery organised after the New Year.
Japan Post’s central role
Nengajō occupies a strategic position in the Japanese Post Office. A specific logistics is set up so that the cards are distributed simultaneously from 1 January.
On New Year’s morning, throughout the country, the factors take part in a departure ceremony before making the distribution. This sometimes publicized scene symbolizes the collective importance attached to this tradition.
For cards to arrive on time, they usually have to be mailed between mid-December and the end of December.
New Year Lottery and Playful Dimension
Each nenga hagaki has a lottery number. Results are announced early in the new year, offering recipients the opportunity to win various prizes.
This playful dimension reinforces the attachment to the paper card. Even those who are not sensitive to handwriting enjoy keeping the received nengajō until the announcement of the results.
Social rules and special cases
The sending of nengajō follows certain implicit rules. When a death has occurred in the family in the past year, it is customary not to send greeting cards and inform others in advance so as not to receive them.
This attention reflects respect for life cycles and mourning. For an outside observer, it illustrates the deeply social and codified dimension of Nengajō.
Content and structure of a nengajō
A nengajō usually has several elements. A greeting formula for the new year is written in visible characters. It is followed by thanks for the past year and a more personal message.
Greetings may be formal or simpler depending on the recipient. In a professional setting, the tone remains sober and respectful. For family or close friends, the message can be warmer.
Importance of the handwritten message
Even if the card is printed, adding a few handwritten words is highly appreciated. This customization turns a routine gesture into sincere attention.
The Japanese value the effort made. A handwritten sentence, even a brief one, is enough to strengthen the link and differentiate the map from impersonal digital messages.
Craft creation and modern developments
In the past, the nengajō were entirely handcrafted, sometimes decorated with engraved or painted motifs. Today, the majority of maps are created using a computer, with pictures, illustrations and a neat layout.
Many Japanese print their cards at home or use professional services. Young generations also use mobile applications to design and send digital nengajō.
Digital Nengajō and social networks
Digital growth has profoundly changed the practice. Online services now allow you to send cards via e-mail or social media, sometimes on a scheduled date.
These solutions appeal to their speed and simplicity, especially for remote or occasional contacts. However, the nengajō paper retains a higher emotional value and often remains for several years.
Observe the nengajō as a traveller
For a visitor to Japan in the winter, the nengajō manifests itself through the windows, the shelves of the supermarkets and the intense activity of the post offices in December. It is possible to buy nenga hagaki and send them from Japan, which is an authentic cultural experience.
Sending a card from Japan to a loved one is an original way to participate in this custom and understand the importance attached to the written gesture.
Practical tips for visitors
Choosing an illustrated map with the year symbol is a good starting point. The card should be posted early enough to meet distribution deadlines. Even without mastering Japanese perfectly, a simple and readable formula will always be appreciated.
The nengajō thus offers a unique opportunity to slow down, reflect on its relations and symbolically mark the beginning of a new year.
Nengajō embodies a Japanese approach to social ties based on consistency, politeness and attention to the other. In a world dominated by instant, this annual greeting card recalls the value of the long time and the thoughtful gesture. For the attentive traveller, it reveals a discreet but essential facet of Japanese society.
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