Christmas Culture and Opportunities in Japan Drafted by: Intern Thais Maemura Edited by: Specialist Yoshiko Okamoto April 2017 Introduction Christmas is recognized as a worldwide religious, cultural, and now commercial occasion. Famously known as the most wonderful time of the year, the 24th and the 25th of December are days many families, children, couples, dining establishments and retailers look forward to. While the manner in which Christmas is celebrated can be similar in many parts of the world, Japan has put a unique spin on the occasion. One would be surprised to learn that Christmas in Japan is a couple’s holiday, or that Christmas dinner is associated with a bucket of Kentucky Fried Chicken and a cake. Looking into Japan’s unique way of celebrating Christmas may prove useful for U.S. businesses interested in the Japanese market. Historical Context The first record of Christmas in the land of the rising sun took place around 1552 in Yamaguchi City of Yamaguchi Prefecture, at the southern tip of Japan’s largest island. Jesuit missionary Pedro de Alcacova was documented singing to Japanese Christian converts on Christmas Eve at the Jesuit temple. The group spent the 24th of December listening to sermons on the life of Jesus Christ, and reading religious scriptures. The tradition persisted and as time passed, believers listened to Biblical stories, but also started to exchange gifts.1 The exchange of gifts was not a Jesuit tradition, but one that seems to have emerged naturally in Japan, possibly from Japanese culture. The Jesuits later started Christmas plays to adapt Biblical stories, possibly as a teaching method. This move was actually an enormous success as both followers and non-followers traveled to watch such plays.2 During 1549 to 1638, several Christian missionaries came from Spain and Portugal to Japan. The missionaries preached in Latin, and gained a noticeable number of followers. By 1587 there were at least 750,000 converts in total. As the group became sizeable, central leadership became concerned, and persecution began.3 Many Japanese Christians were martyred, missionaries were expelled from the country, and contact with the international community was restricted to one 1 Sakurai, Joji. "Japan’s First Christmas." The Japan Times. 24 Dec. 2016. (http://www.japantimes.co.jp/life/2016/12/24/lifestyle/japans-first christmas/#.WPx0oBS-RhA). 2 Ibid. 3 "The Edicts of Toyotomi Hideyoshi." Asia for Educators. Columbia University. (http://afe.easia.columbia.edu/ps/japan/tokugawa_edicts_christianity.pdf). export.gov The U.S. Commercial Service – Your Global Business Partner. 800-USA-TRADE small artificially created island near Nagasaki. However, Japanese Christians did not disappear, and practiced in secret for 300 years surprising missionaries when they finally were able to return to Japan.4 By 1888, commodities such as Christmas cards and supplies started being imported to Japan. This helped to spread the notion of Christmas to non-religious groups. By 1902, Christmas was already considered an annual event in Japan. This likely stems from the so-called modernization period, when the Japanese were eager to prove that they had caught up with the rest of the world through adopting Western lifestyle and practices.5 The first Santa Claus appeared in children’s books in early 1900’s. He was described as hermit- looking old man, carrying a pine tree and gifts, accompanied by a donkey (since reindeers were unknown beings in Japan back then). The story conveys that an eight-year old boy helped an old weary traveler during a journey, and that this man later returned to the boy’s village on Christmas Eve in order to return such kindness.6 This notion of receiving rewards for selflessness, respect to elders, and kindness runs deep in Japanese fables as well. This nicely tied into the notion of well-behaved children receiving presents from Santa Claus on Christmas. Around the same period, a grocery store chain named Meijiya started to sell Christmas decorations in Ginza, one of the fanciest districts in Tokyo. This idea of decorations was introduced by the founder himself, who had studied abroad in England and been awed by how cities were decorated for the holidays In Europe.7 Such stories show how Christmas was gradually introduced into Japan, and how it became a mixture of local and foreign traditions. The evolution of Christmas would continue, becoming influenced by external cultures and traditions, but developing into something uniquely Japanese. Christmas In Japan Specific Customs and Traditions Christmas in Japan, like several other countries, is characterized by both commercial and strategic sides. It can be argued that modern-day Christmas is highlighted by an outstanding commercialism that reaches families, friends, and couples. In Japan, this special date is celebrated mainly among these three group categories. According to The Weather News, as of 2010, when asked about the most exciting aspect regarding Christmas in Japan, 26% answered spending the time with their family. Furthermore, people ranging from 20-30 years old preferred 4 McCurry, Justin. "Martin Scorsese Film Recalls Martyrdom of Japan's Hidden Christians." The Guardian. 24 Dec. 2015. (https://www.theguardian.com/world/2015/dec/24/martin-scorcese-film-silence martyrdom-japan-hidden-christians). 5 "クリスマス いつから日本に定着した？." Nippon Television News. 21 Dec. 2016. (http://www.news24.jp/articles/2016/12/21/07349671.html). 6 Ibid. 7 Ibid. export.gov The U.S. Commercial Service – Your Global Business Partner. 800-USA-TRADE to spend this day with their significant other, whereas people from the ages of 10-20 believe that receiving gifts is the most exciting factor.8 In fact, gift exchange is an indispensable tradition in Japanese Christmas. The estimate of budgets spent on gifts overall was an average of $121 per gift as of 2013.9,10 Children in Japan tend to receive present as opposed to how Christmas is in the United States. Usually, the present is one nice gift from the whole family to the child, and it is often presented to the child on Christmas Eve during dinner. Married couples or adult family members are not expected to exchange gifts at this time. Young females may exchange gifts between friends at large parties or in closely knit groups, but the concept of present giving seems to mostly be between adult family members to children, and between couples. Gift exchange during Christmas time in Japan is taken very seriously, especially by couples. For instance, purchasing a Tiffany necklace for one’s significant other is not out of the normal range in Japan even if one has been dating for less than a year. Rings are another type of gift that couples seek during this season, and some even take the opportunity of a romantic Christmas atmosphere to propose to their significant other by investing in a Tiffany or Harry Winston rings.11 A Christmas Eve proposal at a romantic restaurant overlooking the bay, in a high rise hotel room overlooking the city lights, or at Disneyland watching the parade, are all considered extremely thoughtful and well planned proposal ideas. The average price range couples spend on each other seems to be a bit high; for instance, married couples spent an average of $132 for dinner and $167 for gifts as of 2012.12 This can likely be attributed to several factors. Many young Japanese live at home, and commute by public transportation. Without such expenses, they have more disposable income to spend on one-time presents. Furthermore, university students tend to have easy course loads, and many opt to work part-time. Their salaries can be directly diverted into their past times, which usually include their romantic partner. It is not unusual to see Japanese traveling internationally for extended periods of time over spring breaks, or seeing them invest in nice brand name products. Without tuition (usually paid by parents), housing, car insurance, or living expenses, many have the pleasure of spending on trips, luxuries, dinners out, and presents. The tradition of giving others, usually a romantic interest, nice gifts started in the late-1980s, when Japan was experiencing the so-called Bubble Economy. This period of inflated dreams, 8 "クリスマス調査." Weather News Center. 20 Dec. 2010. (https://weathernews.com/ja/nc/press/2010/101220_2.html). 9 "クリスマスプレゼントの予算." The Weather News. 25 Dec. 2013. (http://weathernews.com/ja/nc/press/2013/131225.html). 10 This report uses a 1 USD = 109,067 JPY currency exchange rate 11 "クリスマスプレゼントベスト１０." Kakaku. 2016. (http://kakaku.com/okurimono/seasonalevent/xmas/). 12 "クリスマスの過ごし方に関する意識調査." Wedding Gnavi. 21 Nov. 2012. (https://wedding.gnavi.co.jp/howto/1590/). export.gov The U.S. Commercial Service – Your Global Business Partner. 800-USA-TRADE salaries, and expenses led to heated consumption, elaborate gifts, and ornate buildings and theme parks that are now abandoned today. Millennial refer to adults from this generation as “bubbly”, usually characterizing the generation as still used to spending beyond their means, and being used to elaborate lifestyles. The generation after the Bubble has pointedly become more frugal. However the Bubble period made its mark, and still seems to be the impression people have of Japan, where the world saw the Japanese buying real estate in New York and sporting luxury bags, was characterized by waste, opulence, and exaggerated spending and lifestyles. The gift giving tradition has continued to the current generation despite their more frugal everyday lifestyles. Louis Vuitton may have been replaced by Kate Spade, but the Japanese still are in awe with Tiffany lineups, and still purchase expensive gifts for each other for Christmas. Food An indispensable aspect of Christmas celebration in Japan is food. Many American may associate Christmas with ham, Mexicans with butter cookies and chiles en nogada, the British with fruitcake, and Brazilians with a turkey feast.