Fewer in Japan send New Year's cards, with many feeling regret.
Many people stopped sending nengajo cards but felt emotionally empty, realizing the value of personal connections and thoughtful gestures.
You know what? More and more folks are ditching nengajo and going digital. But guess what? They're feeling a void. I’ve been off the Christmas and birthday card train for over a decade now. Seriously, just signing my name isn’t worth the cash. As a recipient, I end up sticking cards on display for a hot minute before they go in the trash or get boxed up for eternity. I’d much rather shoot a quick message to acquaintances and pour my heart into gifts for the people I care about.
In Japan, we don’t have the card culture like the West does, but we do have nengajo—New Year’s greeting cards, arriving right on January 1st. It’s a tradition so strong that the post office gears up to handle millions. But now, thanks to messaging apps, many are embracing nengajo-jimai, which means quitting the physical cards. Almost 80% of people stopped sending them because digital felt “good enough,” but they quickly realized something was missing. Receiving those handwritten cards makes you feel warm and connected, sparking joy and nostalgia. Many are ready to send nengajo again, but this time, they’re keeping it personal.
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