Nengajo: The Japanese Tradition of New Year Cards

Published October 13, 2026 at 11:28 PM JST | By Tokyo Paul

Each year as December unfolds, stores across Japan fill with cheerful postcards decorated with the zodiac animal, and post offices prepare for one of their busiest and most heartwarming seasons. These are nengajo, New Year greeting cards, and sending them is one of the most loved traditions of the Japanese winter. A bundle of cards arrives on the morning of January 1, a little like opening a gift. This guide explains where the custom came from, how it works, what to write, and how visitors can take part in the fun.

A tradition with deep roots

The habit of sending New Year greetings is old. The Japan Forum's Takarabako culture guide says the custom goes back to the Heian period, long before modern postal services. People who could not visit relatives, friends and patrons in person during the New Year season sent written greetings instead.

The modern version took shape with the postal system. According to the same source, the postal service began printing postcards in 1873, and people started to use them to send New Year wishes. Over the following decades, the post office's special handling of New Year mail helped make sending cards more widespread.

A big boost came in 1949, when lottery-numbered New Year postcards were introduced, and sending cards became a nationwide habit. After the Second World War, in-person New Year visits to many households declined, and nengajo became a favorite way to stay in touch. For many families they are a yearly ritual that links generations.

What the cards are for

Nengajo play a role a little like holiday cards elsewhere, though they are timed for the New Year rather than Christmas and are exchanged in large numbers. The English Wikipedia article on the Japanese New Year describes them as New Year postcards that are timed to arrive on January 1. People send them to family, friends, colleagues, teachers and business contacts.

The message is warm and simple. Cards thank the recipient for the past year, express hope for continued friendship in the coming year, and wish them good health and happiness. They are a gentle way of saying "let's keep in touch," which is especially valuable for people who live far apart or see one another only occasionally.

Because Japan celebrates the New Year as its most important holiday, with foods like osechi and ozoni, family gatherings and shrine visits, the cards fit naturally into a season that is all about renewal and gratitude.

How the system works

Post offices, convenience stores and stationery shops start selling nengajo in early November. Many people buy preprinted cards that feature the zodiac animal of the coming year, while others make their own with family photos, hand-drawn pictures, rubber stamps or printed designs. Handwritten notes are especially appreciated, since a personal sentence added to a printed card shows extra care.

Timing is the clever part. Japan Post collects cards from mid-December and holds them until the morning of January 1, when they are delivered together. Cards need to be mailed within a specific window, usually by around December 25, and marked with the word nengajo, in order to arrive on New Year's Day. Postal workers, supported by many part-time helpers, then deliver the cards in a special push that is a seasonal sight in itself.

Many cards also have lottery numbers printed on them. A drawing is held in January, and winning numbers earn small prizes, which turns receiving a card into a bonus surprise. Prizes vary from year to year, so check the current details on the postal service website if you are curious.

What to write and how to address a card

Most cards begin with a large New Year greeting. The most familiar is "Akemashite omedeto gozaimasu," which means roughly "Congratulations on the dawn of the new year." Formal alternatives include Kinga Shinnen, which means "respectful New Year congratulations," and Geishun, which uses the character for spring. Smaller text underneath thanks the recipient for the past year and asks for continued friendship, and many people add "Kotoshi mo yoroshiku" to mean "please look after me again this year."

Traditional cards are often marked with the character for the morning of New Year's Day, and you may see an era name instead of a Western year number. The recipient's name is followed by the honorific "sama," and the sender's name and address are written smaller, often on the back.

Some people add a personal line about something that happened during the year, a hope for a reunion, or a small illustration. Children are encouraged to join in too, and families often send photo cards showing how everyone has grown. The effect is cheerful, personal and quite charming.

Customs and etiquette to know

There are a few lovely customs to keep in mind. If someone in a household has passed away during the year, the family usually sends a mourning postcard in early winter to say they will not be sending or receiving New Year greetings, so you will know not to send them a card. It is a quiet and respectful practice that is worth remembering.

If you receive a card from someone you did not send one to, you can reply soon after. The Japan Forum resource says a reply is welcome until about January 7. Cards sent after that are considered winter greetings (kanchu mimai), a slightly different kind of message.

Nengajo are also changing with the times. Production by Japan Post peaked at about 4.4 billion cards in 2003 and has gradually declined, as many younger people send digital greetings through phones. Even so, the tradition remains popular, and many people enjoy keeping both: an app message for close friends and a paper card for teachers, elders and colleagues.

How visitors can join in

Visitors who happen to be in Japan in late autumn or early winter can enjoy browsing the colorful cards in shops, which are a fun and affordable souvenir. If you want to send a card to someone in Japan, buy a card or an ordinary postcard, write your greeting, and ask a post office clerk about the correct way to mark and mail it. Even a short message in English with a simple "Happy New Year" is warmly received.

If you have a friend or host family in Japan, a nengajo is a thoughtful way to thank them. Keep the message brief and friendly, and write the address carefully. Planning ahead ensures it arrives at the right time.

It is also a good idea to ask local friends about the current mailing deadlines, since dates are set each year and can change slightly. Locals are usually delighted to explain, and the conversation itself becomes part of the experience.

Quick takeaways

Nengajo are New Year cards with roots in the Heian period and a modern form shaped by the postal system in the late nineteenth and early twentieth centuries. They are posted in December, delivered together on January 1, often feature the zodiac animal and may carry lottery numbers. Warm greetings, a personal note and respect for customs such as mourning postcards are all part of the tradition.

It is a custom that turns the start of the year into a small celebration of friendship. Whether you receive one, send one, or just admire the designs in a shop window, nengajo are a lovely reminder that a handwritten greeting can still brighten someone's morning.