Digital cash reshapes Japan gift-giving tradition
Nearly 40 percent of Japanese people age 20 or under prefer to receive New Year money gifts known as “otoshidama” digitally, a recent survey showed, a sign that the Japanese custom of giving cash in small, decorative paper envelopes may be changing.
But the situation appears different for gift-givers, mainly adults, as the survey by research firm Intage Inc. found more than 90 percent still favor giving otoshidama in cash to youngsters, such as children and grandchildren, during the New Year period.
Preferred by youngsters
Although cash remains the norm, the proportion of young people preferring digital otoshidama rose to 38.5 percent in the latest survey, up from 30.5 percent in 2025.
Intage conducted the survey nationwide from Nov. 19 and Nov. 25, 2025 targeting 5,000 people age between 15 and 79.
Preference for digital otoshidama has been rising among youngsters since polling began in 2022 for the 2023 New Year holidays, and while many adults still favor cash because it feels more meaningful, a growing number of young recipients appear to value convenience.
According to the survey, the average amount budgeted for gift money for the 2026 New Year period was 24,039 yen ($153), down 736 yen for 2025, apparently weighed down by the rising cost of living.
By age group, the most common amount budgeted for preschoolers was “1,000 yen or less” per person at 43.7 percent and “2,001 to 3,000 yen” for early elementary school students, or first and second graders, at 31.6 percent.
For junior high school students, the “4,001 to 5,000 yen” range was the most common at 51.6 percent, while 51.3 percent picked the “9,001 to 10,000 yen” range for high school students.
