Nengajo: A Japanese Tradition of New Year’s Greeting Cards

In Japan, celebrating the New Year wouldn’t be complete without the tradition of nengajo—greeting cards that convey well-wishes for the year ahead. Every January 1st, millions of Japanese households receive these specially designed cards from friends, family, and colleagues, filled with messages of gratitude and hopes for happiness and health.

Despite the digital age, nengajo remain a beloved tradition, cherished for their personal touch. This article explores the history, unique designs, and evolution of nengajo, and provides insights into the etiquette of sending cards during times of mourning.

A Long-Standing Tradition: The History of Nengajo

The roots of nengajo date back to the Heian period, when people would visit close friends and family to exchange New Year’s greetings. For those far away, sending letters became customary, establishing the practice of sending New Year greetings by post.

Edo Period: Growing Popularity with the Postal System

In the Edo period, as Japan’s postal system expanded, written New Year’s greetings became more widespread. Nengajo became especially popular as a way to reach family and friends living in distant areas.

Meiji Period Onwards: The Rise of Lottery-Numbered Nengajo

With the establishment of the Japanese postal service in 1871, the popularity of nengajo increased significantly. The introduction of “lottery nengajo” in 1949 further boosted its appeal, with lucky recipients winning small prizes or stamps. Today, this lottery system remains a beloved aspect of the tradition.

The Design and Meaning of Nengajo

Nengajo are crafted with care, featuring designs and messages that symbolize good fortune and wishes for the new year.

Zodiac Animals (Eto)

Each nengajo often includes the zodiac animal of the year, part of a 12-year cycle. Representing prosperity and protection, these animals bring luck to the new year.

Good Luck Symbols

Many nengajo feature classic motifs like pine, bamboo, plum, cranes, and turtles, representing longevity, health, and happiness. In recent years, designs have diversified, with pop culture themes and custom graphics based on personal preferences.

Greeting Messages

Traditional greetings on nengajo include phrases like “Happy New Year” and “Thank you for your kindness last year.” These messages help strengthen relationships, bringing warmth and appreciation into the new year.

Modern Changes in the Tradition: The Shift to Digital

As email, social media, and digital greeting cards become more accessible, the number of physical nengajo has declined, especially among younger generations. Digital nengajo are convenient, cost-effective, and allow for instant delivery. Companies often send e-cards for New Year’s greetings as a more environmentally friendly option.

Digital Nengajo

Digital nengajo are quick to create and send, featuring animations or videos, and are popular among young people and in business settings.

The Warmth of Paper Cards

Nevertheless, many people, especially older generations, still value the warmth of paper nengajo. Writing a personal message by hand or creating custom designs brings a heartfelt touch that digital greetings may lack.

Mourning and Nengajo Etiquette (Mochu)

When a close family member has passed away, it is customary in Japan to refrain from sending or receiving nengajo out of respect.

Mourning Cards (Mochu Hagaki)

Instead of nengajo, people in mourning send mochu hagaki, simple cards sent in November or early December that politely inform recipients of the mourning period, requesting to refrain from New Year greetings.

Mourning Period

The mourning period typically lasts a year for close family members. However, some people may still choose to send New Year’s greetings to close friends, reflecting more recent, flexible attitudes.

The Future of Nengajo

Nengajo remain an important way to connect with loved ones and express gratitude in Japan, even as the tradition adapts to the digital age. The personal touches in these New Year cards—whether digital or on paper—remind us of the importance of relationships.

Although digital options are becoming more common, the essence of nengajo as a meaningful gesture endures, preserving a cherished part of Japanese New Year traditions.