What Are Nengajo? Discover Japan’s Unique New Year Card Tradition with a Japanese Printing Company

Chapter 1: The Origin of Nengajo – A 1,000-Year Tradition

The Heian Period: Where It All Began

The tradition of sending New Year greetings in Japan can be traced back over 1,000 years to the Heian period (794–1185). At that time, people of the court and aristocracy would visit their superiors, teachers, or relatives during the New Year to express gratitude and offer blessings for the year to come. These visits, known as “nenshi,” were considered important social rituals.

When people couldn’t visit in person, they sent handwritten letters instead. These early New Year messages were the spiritual predecessors of what we now call nengajo.

From Letter to Postcard: The Meiji-Era Revolution

Fast forward to the Meiji era (1868–1912), when Japan began rapidly modernizing its infrastructure, including the postal system. In 1871, the first Japanese postcards were introduced. By the early 20th century, the tradition of writing New Year’s greetings on postcards had become widespread, thanks to improved literacy and an efficient postal network.

In 1899, the Japanese government even introduced a special system for delivering nengajo exactly on January 1st—if mailed before a certain deadline. This led to a boom in New Year postcards as a cultural phenomenon.

The Power of the Post: Mass Communication Begins

During the Taisho (1912–1926) and early Showa periods (1926–1989), nengajo became more creative and decorative. Illustrated cards, printed greetings, and humorous messages became popular. It was also around this time that businesses began sending nengajo to clients and partners as formal greetings.

The post office played a crucial role in this cultural expansion. By organizing special delivery services, the Japanese postal system transformed nengajo into a powerful tool for both personal and professional communication—something uniquely Japanese.

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📝 Column: Zodiac Signs in the West vs. the Japanese Eto System

What’s the Difference Between “Eto” and Western Zodiac Signs?

When foreigners see animals like a tiger or rabbit on Japanese New Year cards, they may wonder:
“Is this like my zodiac sign?”

The answer is… yes and no.

Japan’s eto system, also known as the Juunishi (Twelve Signs), is based on a repeating 12-year cycle. Each year is represented by a different animal—Rat, Ox, Tiger, and so on—cycling every 12 years. These animals are said to influence the personality of people born that year.

In contrast, Western zodiac signs (Aries, Taurus, Gemini, etc.) are based on astrological positions of the sun at the time of one’s birth. There are 12 signs as well, but they’re tied to birth months and dates, not years.

Cultural Meaning Differs Too

While both systems link animals or symbols with personality, eto is more widely used in calendars, New Year customs, and age-based traditions in Japan. Western zodiac signs are more associated with horoscopes, relationships, and spiritual guidance.

So, the next time you see a tiger on a Japanese New Year card, know that it’s not just “cute”—it represents a whole year of meaning and tradition.

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🐉 Japanese Zodiac Conversion Chart (1960–2024)

Find your Eto based on your birth year

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Chapter 2: Cultural Meaning – Why Japanese People Send Nengajo

More Than Just a Greeting: A Symbol of Respect and Gratitude

In Japan, sending a nengajo is more than a seasonal custom—it’s a cultural gesture deeply rooted in the values of respect, appreciation, and connection. The act of writing and sending these cards shows that you are thinking of someone and wishing them well for the new year. It’s a non-verbal way to maintain relationships, especially with people you don’t see often.

Whether it’s to elders, friends, coworkers, or business partners, a nengajo conveys sincerity in a way that email or social media rarely can.

Business vs. Personal: Two Sides of the Same Tradition

In the personal sphere, nengajo are often warm and casual, featuring handwritten messages, illustrations of the zodiac animal of the year, or even family photos. These are sent to friends, relatives, and sometimes former teachers.

On the other hand, business nengajo follow a more formal tone. Companies send them to clients, vendors, and stakeholders to show gratitude for past support and express hope for continued partnerships. Using the correct honorific language is essential in these professional cards.

This dual nature of nengajo—both personal and professional—demonstrates the card’s unique position in Japanese culture.

What Do You Write on a Nengajo? Common Phrases and Symbols

Most nengajo include the standard greeting:
“Akemashite omedetou gozaimasu” (Happy New Year) and
“Kotoshi mo yoroshiku onegai shimasu” (I look forward to your continued support this year).

Additionally, traditional motifs such as cranes (longevity), pine trees (resilience), and the zodiac animal of the year are common design elements. These symbols add layers of meaning and seasonal charm.

In essence, sending a nengajo is not just about saying “Happy New Year”—it’s about honoring relationships, sharing good intentions, and participating in a long-standing cultural practice.

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Chapter 3: How Nengajo Are Made and Sent Today

Printing Services and Design Trends

In modern Japan, creating nengajo has become easier and more creative than ever. While some people still write cards by hand, many now use online design tools or software offered by printing companies. These services allow users to choose from hundreds of templates, customize layouts, insert family photos, and even add QR codes or messages in multiple languages.

Design trends evolve every year. In addition to the zodiac animal, you’ll often see minimalist styles, pop-culture references, and even anime-themed cards gaining popularity—especially among younger generations.

When and How to Send Nengajo

Timing is essential. If you want your nengajo to arrive precisely on January 1st, you must drop it off at the post office between December 15 and 25. Japan Post holds all nengajo during this period and delivers them all at once on New Year’s Day—a uniquely Japanese tradition.

It’s also customary to avoid sending nengajo to families who are in mourning. In such cases, a “mochu hagaki” (a card informing others of the mourning period) is sent instead.

The Lottery Feature: A Fun Bonus

One of the most unique aspects of Japanese nengajo is the built-in lottery system. Official New Year postcards sold by Japan Post come with printed numbers on the bottom. In mid-January, the winning numbers are announced, and prizes range from stamps and stationery to electronics and travel vouchers.

This lottery system adds a layer of excitement and gives people another reason to look forward to their New Year mail. It’s one of the small but joyful touches that make nengajo a beloved tradition in Japan—even in the digital age.

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Chapter 4: Differences Between Japanese Nengajo and Western Holiday Cards

Timing and Purpose: New Year vs. Christmas

One of the most noticeable differences is timing. In Japan, nengajo are strictly tied to New Year’s Day (January 1st). They’re meant to express gratitude for the past year and good wishes for the year to come.

In contrast, Western holiday cards are usually sent in December, often before Christmas. These cards may combine religious messages, family updates, and general greetings for the holiday season.

Japanese nengajo are less about religious celebration and more about social obligation, seasonal etiquette, and maintaining relationships.

Tone and Format: Formal vs. Personal

Another key difference lies in tone. Japanese nengajo often maintain a formal or polite tone, especially in business contexts. They frequently follow standard phrases and honorific language, and appearance matters—clean design, quality paper, and elegant layout are important.

Western cards, on the other hand, are usually more casual and emotional. They may include handwritten notes, jokes, or stories from the past year. Many are mass-produced with cheerful illustrations, holiday puns, or heartfelt messages.

While nengajo are more formulaic, Western holiday cards allow greater freedom in tone and expression.

Digital vs. Paper: Changing Trends and Cultural Values

In recent years, many people in the West have switched to digital greetings via email, social media, or apps. Though some still send paper cards, the practice is declining.

In Japan, while digital nengajo do exist, physical postcards are still the norm, especially among older generations and in business. This reflects a broader cultural emphasis on formality and tangible expression.

The act of taking time to choose, write, and send a nengajo still holds cultural value in Japan—something that sets it apart from Western trends.

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Chapter 5: The Future of Nengajo – Decline or Revival?

The Rise of Digital Communication

With the spread of smartphones and messaging apps like LINE, email, and social media, sending physical nengajo has seen a noticeable decline—especially among younger generations. Many now prefer instant, free, and customizable digital greetings over taking the time (and cost) to print and mail postcards.

Even companies have shifted toward online greetings, using email newsletters or social posts to thank clients instead of traditional cards.

This shift raises the question: is nengajo becoming a thing of the past?

Generational Change and Social Shifts

Statistics show that the number of nengajo sent each year has been steadily decreasing since the early 2000s. Younger people often feel the tradition is outdated or overly formal, and some cite environmental concerns or a desire to avoid obligation-based communication.

However, there are signs of revival. In recent years, nengajo workshops, nostalgic campaigns, and SNS challenges (like posting your card design) have attracted new interest—especially from people who value analog creativity or want to connect in a meaningful, non-digital way.

Eco-Friendly Printing and Personalized Design

One path forward for nengajo may lie in sustainable printing and more personal expression. Some printers now offer eco-conscious materials, soy-based inks, or CO₂-offset services.

At the same time, the ability to design your own nengajo online—complete with personal messages, family photos, and QR links—has made the tradition feel fresh again.

Rather than disappearing, nengajo is evolving. While mass-sending hundreds of cards may fade, the idea of carefully chosen, thoughtful greetings will likely endure in Japan’s culture of respect and connection.

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📝 Column: Nengajo Etiquette – What to Avoid

Don’t Send Nengajo During a Mourning Period

One of the most important rules in Japanese etiquette is to avoid sending nengajo to families who are grieving. If someone has lost a close family member during the year, it is considered inappropriate to send them a celebratory card.

Instead, they typically send a mochu hagaki (a mourning notice postcard) in early December to inform others of their loss. If you receive one, it’s a clear signal not to send a nengajo in return.

Be Careful with Phrases and Symbols

While most nengajo include standard greetings, it’s best to avoid overly casual language in business cards or mixing religious symbols that don’t align with Japanese traditions. Stick with polite, respectful wording, especially when writing to superiors or clients.

Also, avoid writing in red ink—especially the recipient’s name—as red is associated with corrections or, in some contexts, death.

Check the Address and Name Carefully

Miswriting someone’s name or sending a card to the wrong address is a major faux pas, especially in business. Double-check kanji, honorifics, and postal codes.

In Japanese culture, attention to detail reflects sincerity—so getting the small things right matters more than you might think.

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Conclusion: More Than Just a Card – A Cultural Connection

Japanese nengajo are far more than simple greeting cards. They are a reflection of deep-rooted cultural values: respect for tradition, care for relationships, and attention to etiquette.

While modern communication tools offer faster and easier ways to say “Happy New Year,” nengajo continue to hold a special place in Japanese society. They require time, thought, and effort—making them more personal and meaningful than a casual message sent through a screen.

For foreigners, learning about nengajo offers a unique window into how Japanese people maintain social harmony and express thoughtfulness, especially during important seasonal transitions.

Whether hand-written or digitally designed, business or personal, nostalgic or innovative, the nengajo tradition continues to evolve. But its essence remains the same: sending well-wishes with sincerity and style.

In a world that’s increasingly fast and digital, this simple postcard still reminds us that a little effort can go a long way in connecting hearts across distance.