The 2025 New Year celebrations are set to carry on Taiwan’s vibrant cultural traditions through new and whimsical promotions, as announced by the Presidential Office on December 30. This year, the office unveiled designs for New Year decorations, envelopes for gifting, and themed greeting cards, all aimed at spreading joy during this auspicious period.
For this special campaign, the prominent features will include illustrations by President Lai Ching-te and Vice President Tsai Ing-wen. Lai has portrayed a dog, representing loyalty and festivity, whereas Tsai has created the image of a cat, symbolizing independence and curiosity. These animal images were chosen intentionally to represent the personal preferences of both the president and vice president, showcasing Taiwan as a nurturing and happy country.
The design elements were developed under the guidance of well-known artist Akibo, who noted how these illustrations resonate with Taiwan’s values. "The imagery not only captures the spirit of the New Year but also indicates Taiwan’s friendliness toward animals and emphasizes happiness," Akibo stated. This reflects the hope of cultivating prosperity and positive connections among the Taiwanese community.
Complementing the charming art, the New Year decorations will bear blessing phrases crafted by literary figure Bai Ling and executed by calligrapher Chen Jishan. Bai's phrase, "Six Harmonies and Spring," is not only pleasing to the eye but also encapsulates the hope for smooth progress and flourishing scenes for the upcoming year. Pan Meng-an, secretary-general of the Presidential Office, elaborated, “This phrase is also a clever wordplay with local dialects, enhancing our rich oral tradition.”
Residents can collect their festive items from January 1 to 24, 2025, at the Presidential Office during public hours. On weekdays, the office will be open from 9:00 AM to noon, with later hours extending until 5:00 PM on January 1. These items will also be available at local service centers across Taipei, making it convenient for the public to engage with the holiday spirit.
The envelopes containing gifts will feature traditional designs incorporating local flora, reinforcing the significance of indigenous Taiwanese plants as expressions of good fortune. Each envelope will include one Taiwan dollar (approximately 4.8 yen), symbolizing the connection to the Lunar New Year, during which the President and Vice President will distribute monetary gifts at various temples across Taiwan, enhancing the festive atmosphere.
The excitement doesn't end there; New Year’s gifts, known traditionally as “otoshidama,” will also play a key role this holiday season. A local customs expert, Eri Kawamichi from Tokushima Bunri University, noted, “The practice of giving cash gifts to children is to honor the ancient tradition of sharing blessings during the New Year.”
Based on recent surveys, the amount typically gifted ranges across ages: from toys for preschoolers to amounts between 1,000 to 4,000 yen for elementary school children, increasing as children age. Kawamichi highlights, “These amounts are flexible depending on family circumstances and locality, but it is commonly agreed upon not to reference unlucky numbers associated with death.”
Survey data reveal interesting shifts—approximately 30% of younger recipients now prefer to receive gifts via mobile payment methods, showcasing changing sentiments around cash versus digital transactions. While many older generations still see cash gifts as optimal for teaching the value of money, younger generations are leaning toward technological conveniences, showing the cultural adaptation within gift-giving practices.
Despite differing preferences, the essence of the New Year gift-giving tradition remains grounded in the warmth and care behind the act. The campaign set forth for 2025 aims to blend both traditional practices and modern sensibilities: capturing the joy of community and togetherness, which resonates deeply within Taiwan's cultural identity.
While preparatory activities for 2025's New Year festivities escalate, promises of tradition and joy lie at the forefront of Taiwan’s celebrations. The Office of the President's contribution to the New Year campaign symbolizes more than mere gifts—it reflects the deep-rooted values of community, sharing happiness, and fostering connections among the people of Taiwan.