Here comes the Bonenkai season!

 
 

Why we drink to forget or vent at the end of the year. An explanation by Satoru, a self-proclaimed "typical salaryman".

The art of nomu-nication

People typically don't talk about personal things at work, so without having the opportunity, we feel it's a little too formal or distant a relationship between colleagues or boss and subordinates in a typical Japanese working environment.

The term "nominication" is a combination of the words "nomu," which means to drink, and "communication." It's a phrase that's frequently heard in the workplace. You could say it's a kind of traditional way of understanding each other and communicating by taking advantage of being in a relaxed environment, usually a restaurant or bar, typically along with some alcoholic beverages.

Sometimes you may find that your boss, who always shows a serious face in the office, is actually a very funny person or has a totally different personality when they talk about personal life and non-work things over drinks.

In Japan, we often create specific opportunities to socialize with colleagues or staff outside of work in order to comfortably discuss, gossip about, vent about, or complain about our job or the boss, as well as our family life and interests. We seem to have always had a natural sense that work is more than just a place to earn money; it is also a place to feel attached to.

One reason could be that people used to have a "job for life," where they worked at the same company from the time they graduated college until they retired. Our job and the company were seen as a kind of extended family.

Of course, changing jobs after just a few years is quite common now, and those feelings and connections with the workplace and our colleagues are dwindling. The workplace is becoming more like a place to gain experience, advance in a career, or simply make a living.

The party to celebrate ‘forgetting’

Now it’s “bonenkai" season, which is the seasonal year-end party to celebrate forgetting about hardships at work and showing gratitude for or praising everyone's effort.

These traditional and typical work events happen in mid- to late-December; however, younger Japanese seem to have a less positive image of bonenkai, and some even try to find reasons to avoid or skip taking part. I hear that many do actually like the idea of bonenkai but prefer to do it only with their friends or privately. This probably has a lot to do with changes in lifestyle, values, and the pervasiveness of individualism.

Younger Japanese have become a lot more health-conscious than their parents' generation and are definitely consuming a lot less alcohol, if any at all, which may also be another reason not to feel positive about these parties.

Companies and workers declining bonenkai events

According to the survey “Awareness on year-end parties in 2022,” targeting 1,000 men and women, conducted by BIGLOBE, almost 80% of people don't want to attend their company's year-end party, and almost 60% don't want to do them privately.

 
 

This year, reportedly, many Japanese companies will not hold bonenkai parties, and others are instead having the events earlier in November, when the restaurants and bars are relatively quieter compared to December.

But even though the restaurant industry is getting back on its feet after the effects of the pandemic, it will take a little longer to fully take advantage of the busiest time of the year. Also, with more and more people preferring not to celebrate, the bonenkai may be on its last legs.

Based in Tokyo, An-yal is the leading independent advertising agency for global lifestyle brands in Japan and worldwide. Contact us to get ahead with your integrated marketing and creative needs.

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