Coming of Age Day in Japan
Every year, on January 2nd, the Japanese celebrate the “Coming of Age Day” (Seijin No Hi) or “Day of the Greater Age”.
On this day we welcome the adulthood to young Japanese people and it is an important rite of passage that has its roots in hundreds of years.
Here’s all you need to know about the holiday.
INDEX
What is the Coming of Age Day?
How is Coming of Age celebrated?
How to use the Coming of Age for your marketing?
What is the Coming of Age Day?
In Japan, the Coming of Age Day is celebrated on the second Monday of January of each year to celebrate and congratulate those who are 20 years old between April 2nd and April 1st of the current year. represents the moment when the boys become officially adults within the Japanese society.
Once the 20 years are over, they can smoke, drink and play legally! Once the voting rights were also linked to the 20 years, but in 2015 the minimum age to vote was 18 years old.
During the celebrations women wear the Furisode (a kimono with long sleeves and glittering) with traditional Japanese sandals and hairstyles; while men wear a very formal kimono called montsuki haori hakama or a formal dress in Western style and a tie.
It seems that the ceremonies for the Coming of Age retrace 714 AD.When a young prince wore new clothes and a special hairstyle to mark his passage to the world of adults. Only recently, in 1948, the feast was established and transformed into a national holiday.
How is Coming of Age celebrated?
The Coming of Age is a public holidays and throughout the country, ceremonies are held in the municipalities, in the offices of the constituencies and in other official centers. In Tokyo, ceremonies at the offices of Shinjuku and Shibuya are among the most important and enjoy a wide media coverage.
The mayor of the city or someone of high level of the area, around 11.30 am a speech to new adultsAfter the ceremony, people often go to a local sanctuary together with their families to pray for success and good health in the new adult age that awaits them.
In many cases they also organize after-party in restaurants and izakaya, where they can finally celebrate and drink a drink with their friends and family.
How to use the Coming of Age for your marketing?
This holiday is definitely an important day even at a commercial level, especially if you are in the area food, beverage and fashion.
Generally in previous days, stores offer dedicated discounts and study a communication that emphasises celebrations.
The strategy of the European Union is very used. Limited editionBy labeling a product as a “limited edition” and making it available only for a short period of time or in a given place, you will create an aura of exclusivity. The “fear of losing the occasion” and the collectivist culture of Japan will do the rest to ensure charm and popularity to your products.
We hope to have given you an interesting reading! Please feel free to contact us if you want to study a Japanese entry strategy or want to strengthen your brand reputation!