Japan's annual tradition of sending New Year's greeting cards, known as nengajo, kicked off on December 15, 2023, as postal offices across the nation began accepting these cards for the upcoming year. This launch, marked by festivities at locations like the Tokyo Central Post Office and Sendai Central Post Office, highlights the cultural significance of nengajo amid worrying trends of declining usage.
Despite the enthusiastic ceremonies, statistics present a sobering picture. The issuance for 2024 is projected to be around 1.07 billion cards, representing the lowest number since records began in 2004. This decline is largely attributed to postal rate hikes, which saw the price of sending nengajo postcards rise dramatically from 63 yen to 85 yen earlier this year. The fallout from this change is already reflected in public sentiment; recent surveys reveal over 41% of respondents indicated they would not be sending any this year. Among younger demographics, the reluctance is even more pronounced, with 64% of those aged 18-29 responding they won't send nengajo at all.
The mood during the acceptance ceremonies was uplifting, with many participants expressing their fondness for the ritual of sending handwritten cards. "I think cards and letters have a different way of conveying affection compared to digital means," one visitor at the Sendai Central Post Office remarked. This sentiment echoed through the words of others, including children from local nurseries participating by dropping off their carefully crafted cards. A representative from Iketa Nursery mentioned, "We made cards for our grandparents, and we enjoyed singing traditional New Year songs!"
Yet, the challenges remain significant. Japan Post anticipates decreases in demand will continue, triggered by both the price increase and the increasing habit of digital communication over traditional mail. "While the number of people sending nengajo is declining, there remains a strong desire to send heartfelt greeting cards—it's something we want to preserve," stated Kenichi Endo, deputy director of the Toyama West Post Office.
Local officials at the Tokyo Central Post Office echoed these feelings, pushing for the importance of upholding this cherished tradition even as fewer cards are sent. "It's important to keep the New Year greeting traditions alive, and we encourage everyone to express their gratitude through nengajo," said Kaito Sekiya from Japan Post's Tokyo branch.
These efforts are not merely about sending cards but about supporting deep-rooted Japanese customs. Despite the alarming drop-off, the persistent joy of receiving and sending cards remains intact for many families; emotions tied to physical mail have not diminished entirely.
With nengajo cards needing to be sent by December 25 to arrive by New Year's Day, postal officials are urging the public to get their cards mailed early. The increasing use of social media may shift many traditional practices, but for many Japanese families, the heartfelt act of sending and receiving nengajo — card after card — continues to hold value and significance.
Traditional patterns and rituals are deeply woven within the cultural fabric of Japan, and as long as voices call for nengajo to be sent, the postal service hopes it won't fall by the wayside. Its future remains uncertain, but its legacy as more than just a card—it's gratitude and connection—will likely endure.
