Holiday Cards for the New Year: What is Nengajo?

Holiday cards are a familiar tradition around the world, but in Japan, they take on a uniquely meaningful form known as nengajo. These handwritten or printed messages act as small tokens of gratitude, luck, and connection exchanged at the start of the year. In this article, you will learn what makes them special, how the tradition developed, and how it continues today. 

An Introduction to Nengajo: Japan’s New Year Holiday Cards

Nengajo are Japan’s traditional New Year greeting cards, carrying messages of gratitude, luck, and connection. Every January 1st, millions of these cards arrive in mailboxes across the country, turning the first morning of the year into a moment of joy and anticipation. They’re a cheerful way to say, “Thank you for this year,” and “Let’s stay in touch next year.” 

Friends send them to celebrate their bond, families use them to stay connected across distance, and companies share them to show appreciation and respect. In countries like the U.S. and Australia, people mostly now use social media to send greetings to each other. In Japan, many people still enjoy sending handwritten or nicely printed postcards. That’s part of what makes them so special and why stationary shopping in Japan can be so fun!

What makes these holiday cards unique?

One of the most exciting elements of the card is its design. Each year, the zodiac animal becomes the star, whether it’s a bold dragon or a playful rabbit. For the coming year, elegant horse-themed motifs are appearing across many cards. Others feature iconic symbols of good fortune, such as Mount Fuji, plum blossoms, or the rising sun. Some people purchase beautiful, ready-made cards, while others get creative by drawing, stamping, or adding family photos.

Japan’s postal system gives it an extra touch of magic. Cards marked with a special nenga (new year) stamp are carefully held and delivered exactly on New Year’s Day. No matter where you live, that shared delivery timing creates a collective tradition: millions opening their mail to start the year with well-wishes. Sometimes, a new year only really feels new when you are greeted with positive vibes from your close friends and family.

At their heart, the cards are tokens of sincerity. In a world where a dm or pm takes seconds and is forgotten in minutes, receiving a physical card feels meaningful. It shows care, effort, and thought. Whether simple or elaborate, they can transform a greeting into something memorable, serving as an annual reminder that relationships matter and that new beginnings are worth celebrating.

From Visits to Postcards: The History of the Nengajo

Long before postcards, emails, or apps, New Year greetings in Japan were all about visiting people in person. During the Heian period (794–1185), a tradition called nenshi-mawari had people traveling to relatives, mentors, and anyone they respected to share warm wishes for the year ahead. Streets would come alive with cheerful visitors going from house to house, spreading good vibes and ushering in the new year with joy. This lively tradition continued well into the Taisho era (1912–1926).

As people’s social circles expanded, visiting everyone became increasingly complex. By the Edo period (1603–1867), sending written greetings began to gain popularity. Couriers delivered letters across towns and villages. Some households even had small holders at their entrances so visitors could leave a card when no one was home. These simple practices set the stage for the cards we know today.

The Meiji era (1868–1912) ushered in significant changes with the introduction of a national postal system. Postcards became inexpensive and accessible to almost anyone, and soon the postal service began delivering New Year’s cards on January 1st. Opening a card on the first morning of the year became a shared, nationwide experience, full of excitement and cheer.

Over time, the card designs evolved. Traditional zodiac animals and symbols of good luck remained popular, while modern printing, photography, and digital versions, sometimes accompanied by gift cards, introduced fresh ideas. Nowadays, you can easily send holiday cards through popular messaging apps like Line. Some gaming applications also allow you to send them to your virtual friends with whom you game. 

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Modernizing Tradition: The Emergence of Nengajo-Jimai in Japan

Although sending physical New Year cards remains a popular tradition in Japan, an increasing number of people are opting for digital messages these days. That’s where nengajo-jimai comes in! The suffix -jimai literally means to bring something to an end. In this context, it’s a polite and thoughtful way to let friends, family, and coworkers know that you won’t be sending New Year cards this year. It’s a way to step back from tradition without causing confusion or hurting anyone’s feelings.

The most common reason for using them is mourning. If someone in the family has passed away, sending cheerful New Year cards may feel inappropriate. Instead, people send a short notice, usually in November or December, to explain that they won’t be exchanging physical cards this year. This way, friends, relatives, and coworkers understand the situation and can respond kindly, respecting the family’s feelings during a sensitive time.

There are other reasons too. Some people choose nengajo-jimai simply to make life easier, save time, or switch to online greetings instead of sending traditional postcards. Even when going digital, the messages remain warm and thoughtful. Many online cards come with fun animations, sounds, or cute designs, so the spirit of celebration isn’t lost; it just takes a modern twist.

In the end, nengajo-jimai shows how traditions can adapt while staying meaningful. Whether you send physical cards, take a break for a year, or switch to digital greetings, the goal is to stay connected and share good wishes. It’s also a way to celebrate relationships in a way that feels right for you. It’s a gentle reminder that even as times change, thoughtfulness and care never go out of style.

Why is it important to know about these New Year holiday cards?

Understanding nengajo is important because it offers insight into how Japan balances long-held customs with modern life. These New Year greeting cards show the importance of connection, gratitude, and respect, whether expressed on paper or through digital tools. By learning how it originated, how the practice evolved, and how people adapt it today, we gain a clearer understanding of Japanese culture and values. 

It reminds us that even as communication evolves, the desire to start the year with kindness, reflection, and warm wishes continues to hold meaning. Does your country have special New Year greeting customs? Let us know in the comments below!