New Year cards

What They Are

年賀状（ねんがじょう）are postcards delivered on New Year's Day in Japan. The Japan Post Service collects them in December and holds them so that they arrive together on 1 January. The front carries the recipient's address and postal code; the back carries a greeting, often a seasonal image such as the zodiac animal of the coming year, and sometimes a short personal note. The standard card is a 官製はがき（かんせいはがき）, a government-issued postcard, though private designs are also common.

The custom has roots in the Heian period (794–1185), when nobles sent letters to distant acquaintances at the start of the year. The modern postal system, established in 1871, made the practice widely accessible. By the mid-20th century, sending 年賀状 had become a mass custom, peaking in the late 1990s and early 2000s.

Etiquette: Who to Send To

The basic rule is to send to people from whom you have received a card, or to those to whom you owe a greeting. This includes:

• Relatives and close friends.
• Colleagues and former colleagues, especially those who have helped you.
• Business associates: clients, suppliers, and partners. In business, 年賀状 are often sent on behalf of the company, with the company name printed.
• Teachers and mentors.

You generally do not send to someone in mourning (喪中, もちゅう). If a family member has died within the past year, you send a 喪中はがき（もちゅうはがき）, a mourning card, in December to inform people that you will not be sending New Year greetings. Recipients then refrain from sending you a 年賀状.

Cards should be mailed early enough to arrive on 1 January. The postal service recommends posting by 25 December. Cards posted after that may arrive late; if they arrive after 7 January, they are considered 寒中見舞い（かんちゅうみまい）, a mid-winter greeting, not 年賀状.

Decline

The number of 年賀状 sent has fallen significantly. According to Japan Post, the volume of New Year's postcards peaked at around 4.4 billion in the late 1990s and had dropped to about 1.5 billion by the early 2020s. Several factors explain this:

• Email and messaging apps (LINE, etc.) allow instant, free greetings.
• Younger generations often prefer digital communication.
• The cost of postcards and postage has risen.
• The custom of sending to business associates has weakened as companies reduce costs.

Despite the decline, 年賀状 remain important in business and among older generations. Many people still send them to maintain relationships.

Language and Symbols

Common phrases on 年賀状 include:

• 明けましておめでとうございます（あけましておめでとうございます）— Happy New Year.
• 本年もよろしくお願いいたします（ほんねんもよろしくおねがいいたします）— I look forward to your continued support this year.
• 謹賀新年（きんがしんねん）— Respectful New Year greetings.
• 迎春（げいしゅん）— Welcoming spring.

The zodiac animal (干支, えと) of the year is a common motif. For example, 2024 was the Year of the Dragon (辰, たつ), 2025 the Year of the Snake (巳, み), and 2026 the Year of the Horse (午, うま).

Practical Notes

When writing addresses, use the recipient's full name with 様（さま）. For business cards, include the company name and department. The sender's name and address go on the back, usually at the bottom. If you receive a card from someone you did not send to, it is polite to reply promptly, though not strictly required.

For learners, 年賀状 offer a window into Japanese social customs and formal letter-writing. The vocabulary and set phrases appear in JLPT quizzes and daily lessons. Understanding the etiquette helps avoid social missteps.