Japan is witnessing a remarkable transformation in the way New Year greetings are exchanged, as rising postage costs compel many businesses to reconsider their long-standing tradition of sending New Year cards (年賀状). Once regarded as a staple of Japanese corporate culture, these cards are now encountering skepticism and abandonment.
The price of sending these annual greetings has skyrocketed this year, with the cost per card jumping from 63 yen to 85 yen as of October 2023. Reportedly, this increase has sparked widespread discussions among businesses about the efficacy and necessity of this custom. One industry source observed, "This year, the rise from 63 yen to 85 yen was the last push for many companies to rethink their New Year card practices," underscoring the financial pressures many firms are facing.
The tradition of sending New Year cards has long symbolized good wishes and maintained interpersonal relationships among businesses, fostering connections during the holiday season. Companies often invest significant time and resources to craft unique messages for their partners, clients, and employees, aiming to strengthen their networks. Nonetheless, as the digital age proliferates, fewer people find the need to send physical cards, leading to the emergence of the term '年賀状じまい,' which encapsulates the idea of ending the practice altogether.
While many businesses are embracing this cultural shift, the move has not come without resistance. Some organizations still see the value of maintaining the tradition, primarily to honor longstanding relationships built over the years. Yet, as the costs rise, even steadfast supporters find themselves weighing the personal touch against budget constraints. The cultural significance of these greetings is challenged as new communication forms offer faster methods to extend holiday sentiments.
Notably, this decline is also exacerbated by the generational gap, with younger employees showing less interest in the practice than their predecessors. This generational shift reflects broader changes, where digital platforms have become the primary mode of interaction.
The future of New Year greetings may lie within the balance between retaining tradition and adapting to modern needs. Companies might explore hybrid models where they create digital cards merged with personalized physical tokens instead. This innovation could preserve the essence of the tradition—maintaining the warmth and sentiment of personal greetings—while sidestepping the increasingly prohibitive costs associated with conventional card sending.
Japan Post (日本郵便) has acknowledged these shifts and is reportedly exploring ways to attract businesses to continue engaging with postal services, recognizing the delicate equilibrium between maintaining traditional business customs and adapting to changing times. Various initiatives might emerge to offset the decrease, aiming to merge convenience with nostalgia.
The growing sentiment among businesses is clear: the days of obligatory New Year cards may be dwindling. Some companies are choosing to end their card-sending practices altogether, identifying it as outdated and inconsistent with their modern communication strategies. Others express regret at the cultural shift but acknowledge the economic realities shaping their decisions.
With this evolution, the question remains: will the departing tradition of New Year cards be remembered fondly, or will it fade away to be replaced by more efficient forms of communication? The intersection of tradition and economics is creating waves through corporate Japan—one card at a time.
