The week or two before Obon is considered the height of summer in Japan, and it’s definitely hot enough for it! Although Obon is not a public holiday, many shops and companies, especially the smaller ones, are closed for at least a few days leading up to August 16.
One of the traditional “must dos” during these days is to send shochu-mimai, summer greetings. Just like the kanchu-mimai in winter, these are simple postcards with a suitable motif to wish people good health to get through it all. In Japan, the hot summer days have traditionally been of greater concern than the cold winter days.
Speaking of tradition: These mimai once were actual visits to people in the hottest (or coldest) time of the year, but if you couldn’t visit somebody, it was acceptable to send greeting cards instead. A related custom is the sending of ochugen summer gifts to family and business partners, but this is not as wide-spread nowadays as the still ubiquitous oseibo year-end presents.
Maybe because of modern air-conditioning that is taking the edge off the heat, the sending of shochu mimai has declined. I am not sending any myself, but I have received some from friends. Just like the nengajo that are sent for New Year’s Day, these seasonal greeting cards are often handmade by the more artistically inclined people – like my friends. The cat really doesn’t need much explanation for anyone who knows me, and the demon’s face is popular at summery lantern festivals like the Aomori Nebuta Festival.