Shochū Mimai no Hi (Summer Greeting Card Day)

What Is Shochū Mimai no Hi?

June 15 is "Shochū Mimai no Hi." On this day in 1950, Japan's Ministry of Posts and Telecommunications first released special postcards for summer greetings. It is a day for reflecting on the meaning and cultural background of "shochū mimai," the Japanese custom of sending summer greeting cards to check on the well-being of friends, family, and acquaintances during the hottest months. Shochū mimai is one of Japan's unique seasonal greeting traditions, with a history that has been carried on for generations.

The Origins and History of Shochū Mimai

The custom of shochū mimai is said to trace back to the Obon season, when people returned to their hometowns with offerings for their ancestors and visited those who had helped them. By the Edo period, sending gifts or letters during the hottest part of the year to check on friends and relatives had become widespread. After Japan's modern postal system was established in the Meiji era, sending shochū mimai by postcard became common practice.

From 1986, the post office's summer greeting postcards came with lottery numbers and were nicknamed "Kamome-ru." Sales peaked at about 340 million cards in 1993, but declined with the spread of email, and the cards were last issued in 2020.

When to Send Shochū Mimai

There's a roughly defined window for sending these summer greetings (some people start after the end of the rainy season instead).

• Shochū mimai: Generally said to be sent from "Shōsho" (around July 7, one of the 24 traditional solar terms) until the day before "Risshū" (the first day of autumn, around August 7).
• Zansho mimai: After Risshū has passed, the greeting changes to "zansho mimai" -- a card acknowledging the lingering summer heat.

The Meaning Behind Shochū Mimai

Shochū mimai is far more than a formality. It carries a genuine message of care -- something like "I hope you're doing well despite this heat" or "I hope you haven't fallen ill." Unlike New Year's cards, shochū mimai often include personal updates or expressions of gratitude.

Shochū Mimai and Japan's Sense of the Seasons

Japan has developed a rich culture of expressing the changing seasons through words and customs. Shochū mimai functions as a way of acknowledging the shared experience of Japan's brutal summer heat and checking in on one another. The use of summery motifs like goldfish, morning glories, and fireworks on these cards also reflects this distinctly Japanese seasonal sensibility.

Intellectual Ways to Enjoy Shochū Mimai no Hi

• Compare the roles and differences between shochū mimai and New Year's cards.
• Research how the shochū mimai custom has evolved from the Edo period to today.
• Reflect on the differences between letter-writing culture and digital communication.
• Consider the social role of Japan's unique tradition of seasonal greetings.

A Day to Reconnect with a Culture of Caring

Shochū Mimai no Hi, on June 15, is an opportunity to look beyond the formality of a letter and focus on the underlying culture of "thinking of others." Shochū mimai remains deeply connected to Japanese lifestyles and values, and its significance hasn't faded with time. It's a chance to reflect on this distinctly Japanese custom -- one that connects people through the changing seasons.