Gotochi Postcards: Love Letters to Japan’s Localities
As someone always on the hunt for an affordable souvenir that takes up minimal space in my suitcase, I was pleasantly surprised to learn about Japan’s regional postcards called “gotochi.” Gotochi means “local,” and these creative postcards strive to highlight the charm of each prefecture. They feature everything from popular specialty foods and scenic views to well-known landmarks and even beloved flora and fauna. Each postcard is thoughtfully designed to serve as a memento of your travels that can be easily tucked into your luggage, sent to loved ones, or even mailed self-addressed to help you relive the highlights of your trips once you return home.
Gotochi postcards are an invention of the Japan Postal System as part of a plan to promote travel between the country’s 47 prefectures (and Mt. Fuji), as the gotochi cards are only available in the post offices of their designated areas. Each card costs the buyer about 200 yen and can be mailed domestically for another 120 yen. Gotochi being sent abroad may require an additional envelope and a higher fee.
The cards themselves have unique features that have made them quite popular within the world of “post-crossing,” a hobby in which people worldwide send postcards and letters to each other. First, unlike most postcards, which are rectangular, gotochi are irregularly shaped and cut to fit around the design featured on the card. Also, the cards are adorned with the name of the prefecture from which they come, as well as a snippet of information about the item depicted, making them a great collector's item.
Most prefectures have released approximately eight different designs since the concept first came about in 2009. Japan Post released new designs on an almost yearly basis from 2009 to 2017 and since then has moved to releasing new limited-edition cards in addition to those released in prior years. Miniature versions of select designs were even created to serve as a memento for the sender should they choose to mail the larger card. In recent years, some areas have even expanded their gotochi lines to include local sports teams and their beloved mascots.
In addition to all these locality-specific cards, Japan Post also produces a number of postcards shaped like the red public postboxes that you will find in front of their offices. Throughout the year, seasonal renditions of the postbox cards are released, including versions accessorized with umbrellas for the rainy season, refreshing shaved ice and ramune soda for summer, spooky jack-o-lanterns and ghosts for Halloween, adorable snowmen for winter, and so much more.
If you are on the hunt for gotochi while traveling in Japan, be sure to keep a few things in mind. First, Japanese post offices are often closed in the evenings, as well as on weekends and holidays, so going during daytime hours on a weekday is your best bet. Also, the postal counter must be open to purchase gotochi; it cannot be done from other sections of the office. Finally, if post offices in popular tourist areas are out of the cards, try those in less highly-traffickled areas. Let’s go gotochi!
About the author:
Nadine Lindskog
Nadine first became interested in Japan and Japanese culture after working with an exchange program at her university. After hearing so many wonderful things from the exchange students she worked with she was longing for a chance to see Japan for herself. That opportunity came to her in the form of the JET program where she spent 5 years on a small island in the beautiful prefecture of Okinawa. While living in this very rural community of just under 1,300 people she was lucky to experience a glimpse into some of Okinawa’s unique traditions and culture. In her free time, she traveled the main island of Japan as well as eastern Asia, seeking out the most delicious foods and exciting experiences. She currently resides in the United States but hopes to return to Japan in the future.
