【英語版】おつきあいのお値段、お歳暮の相場。

The Cost of Relationship: Buying “Oseibo”

“Oseibo” or the Japanese traditional year-end gift carries the image of a present

that superiors or elders receive from their subordinates at work. Many people

nowadays, however, deemed that work is work and so they prefer to maintain

a strict professional relationship with other people in the company. This can

be observed not only in the way they relate with their superiors but also with

client companies and even with wedding matchmakers. For instance, newly

married couples of today no longer observe the practice of giving oseibo to their

matchmaker for 3 years after their marriage. Nevertheless, there is no change

in the fact that strong regard for others is still practiced today. Thus, it can still

be considered natural for people to send oseibo to parents, relatives, and to those

whom they work closely with. Lots of oseibo are still handed out even in

societies where people seem to have lost their regard for others. Ironically,

many are still confused on (the real meaning of) this custom.


But what captured my interest is the price of oseibo. According to a research

conducted by a department store, the average price of oseibo is \4,500. The

items offered in department stores are usually priced at \5,000 - \ 10,000, which

are a little higher compared to the ones sold at general merchandising stores.

The study also shows that the best selling items in general merchandising stores

are those with \3,000 price tag, while in department stores the \5,000 items are

most popular followed by the \3,000 items. From my experience working at a

department store during the height of the economic bubble, items ranging from

\5,000 to \7,000 or \10,000 were the best sellers. Personally, as a customer I

would probably choose an item in the \3,000 level.


Perceptions on giving or receiving gifts differ greatly from person to person,

depending on the generation, closeness with the sender/receiver, or whether

one is the sender or a receiver of the gift. Interestingly, oseibo is different from

consolation or condolence payments as an average price doesn’t necessarily

mean it’s the reasonable price. However, the price of \3,000 to \5,000 can be

considered reasonable as a gift item.


Many people tend to ponder a lot on what gift to send. They worry on

whether the item they choose could be ordinary, or whether it would be

appreciated. Perhaps most want to send something useful to the recipient.

Recently, many people have preferred to receive gift coupons. However, since

senders tend to hesitate to let the receiver find the exact amount of the gift, gift

coupons are not so popular among gift senders. More recent trends shows

that one of the most popular gift items have been coupons with \10,000, \5,000

and \3,000 value, in which a receiver can choose his/her preferred item from a

magazine.


Beer is also a popular gift for both mid-year and year-end gift-giving. For

those who want to enjoy the year-end and New Year holidays in merriment,

beer is the best gift for them (as they usually drink low-malt beer). Meanwhile,

after the word “gourmet” became a household term, and the delivery in freezer

storage was introduced, products direct from the farm or popular items from a

private store have also become a popular choice for a mid-year gift.


Sending a popular gift is one way that doesn’t fail to please. Choosing an

amusing item can also be effective. The media once featured former Prime

Minister Junichiro Koizumi presenting Okuhida vodka to Russian President

Vladimir Putin during the G-8 Summit Meeting in July 2006. On another

occasion, Ms. Yuriko Koike, Assistant to the Prime Minister and former State

Minister for Environment, always brings with her cloth wrapper called

“Mottainai Furoshiki” as gift to VIPs of the countries she visits. Presenting

vodka to a Russian or giving a cloth wrapper that has become the symbol of

Japanese culture of reducing waste can leave a strong impression as they

include the senders’ message.


Some people may think that an occasion requiring gift exchanges like the

mid-year gift-giving is a bothersome custom. I rather consider that these are

good opportunities to show my gratitude to those whom I regard dearly.


Personal relationship was and remains to be important until today. If we

choose a gift, not thinking of it as a matter of obligation or pride but imagining

the face of the recipient would enable us to choose a gift appropriately while

conveying our sincere gratitude more effectively.