Why Aichi? Japan's Underrated New Year Destination
You know that feeling when everyone recommends Kyoto or Tokyo, and you quietly suspect there's a whole other Japan out there? 愛知 (Aichi, prefecture in central Japan) Prefecture is exactly that other Japan. Situated in the Chubu region along the Pacific coast, Aichi is home to Nagoya, Japan's fourth-largest city, and remains almost completely off the radar for international visitors.
Here's the thing: Aichi has a lot going for it. Nagoya Castle, Atsuta Jingu shrine (one of Japan's most important Shinto sites, drawing around 2 million visitors in just the first three days of the New Year alone) and a regional food culture so distinctive it's earned its own nickname, Nagoya-meshi. Think Miso Katsu, Hitsumabushi eel rice, and chicken wings that locals will defend to the death. Not bad, right?
That's why it makes perfect sense to choose Aichi as your base for an お正月 (Oshōgatsu, Japanese New Year) trip. It's not geared toward tourists; it's just everyday life. And that's exactly what makes it the perfect backdrop for an authentic look at how Japanese families ring in the New Year.
Staying with Maiko's Family: What Japanese Oshōgatsu Really Looks Like
The original YouTube visit video captures something rare: real access to an actual Japanese household during the holidays, not a ryokan or a tourist experience. Maiko's parents' home in Aichi becomes the setting for several days of Oshōgatsu traditions, and the atmosphere is immediately different from what you'd expect if your mental image of Japan comes from Shinjuku travel vlogs.
The pace is slow — deliberately so. Oshōgatsu, written as 正月 (Shōgatsu, New Year season) in kanji, runs roughly from January 1st to 3rd, though the preparations — called shōgatsu junbi — begin days beforehand. Maiko's mother had already prepared おせち料理 (osechi ryōri, traditional New Year dishes) in lacquered jubako boxes. Every dish carries meaning: kuromame (sweet black soybeans) for good health, kazunoko (herring roe) for a prosperous 家族 (kazoku, family), datemaki (sweet rolled omelette) for education and culture. Eating osechi isn't just a meal; it's a ritual.
Otoshidama and the Kids' Favourite Part of the Holiday
If you've spent any time studying the Japanese language or culture, you've probably come across otoshidama before. It's the New Year gift money given to children in small decorative envelopes called pochibukuro. The amounts vary depending on the child's age and the family, but it's not unusual for a kid to receive anywhere from 1,000 to 10,000 yen from each relative. For the children in Maiko's family, this is clearly the highlight of the whole holiday. Sounds pretty good, right?
What I particularly love about how this tradition comes across in the video is the complete absence of fanfare. There's no ceremony — just a quiet handover, a small bow, and a sincere arigatou. That's the part that usually gets cut from polished content. The everyday, authentic version of a tradition is always more interesting than the staged one.
Hatsumode and Aichi's Shrine Culture During New Year
No Oshōgatsu is complete without 初詣 (hatsumode, first shrine visit of the New Year) — the first shrine visit of the year. In Aichi, the obvious destination is Atsuta Jingu in Nagoya, one of the three most important Shinto shrines in Japan and home to one of the imperial regalia, the Kusanagi-no-Tsurugi sword. The shrine grounds stretch across roughly 6.2 hectares of forested land right in the middle of Nagoya, which feels almost surreal.
Quick language aside: if you're learning Japanese and looking for a cultural anchor word for 初詣 (hatsumode), here it is. The kanji break down into 初 (hatsu, "first") and 詣 (mode, "shrine visit"). It's a word that practically every Japanese person uses at least once in January, which makes it genuinely useful vocabulary.
Maiko's family visits the shrine in the early hours of January 1st, which is typical — queues at major shrines can stretch for hours later in the day. At Atsuta Jingu, people draw omikuji (fortune slips), buy hamaya (ceremonial arrows for warding off evil), and offer quiet prayers for health, work, and 家族 (kazoku, family) in the year ahead. Pro tip: if you draw a bad omikuji, tie it to a designated rack at the shrine and leave the bad luck behind. The good ones you keep.
The Food, the TV, and the Honest Everyday Side of Oshōgatsu
Here's the thing: a large chunk of Oshōgatsu is spent doing almost nothing. And that's not a criticism — it's the whole point. Japanese New Year television, especially the legendary Kohaku Uta Gassen singing battle broadcast on NHK every December 31st, is essential viewing for millions of families. Maiko's family is no exception.
To be fair, foreigners sometimes expect every moment of a Japanese holiday to be culturally dense and photogenic. But days two and three of Oshōgatsu often look like this: leftovers from the osechi box, someone asleep on the こたつ (kotatsu, heated table — genuinely one of Japan's greatest inventions), and low-key card games. Traditional card games like hanafuda or the poetry game karuta make an appearance sometimes, but so does plenty of quiet conversation and TV. Before I forget: ozoni, the New Year mochi soup, varies dramatically by region. In the Nagoya area it tends to use a clear broth with square mochi and simple toppings — quite different from the white miso version you'd find in Kyoto.
My advice? If you ever have the good fortune to spend Oshōgatsu with a Japanese 友達 (tomodachi, friend), resist the urge to treat every moment as content. The value is in sitting with people, eating the same food, watching the same terrible variety shows, and simply being present. That's the real Oshōgatsu experience — quietly brilliant in its simplicity.
Frequently Asked Questions
When exactly is Oshōgatsu in Japan?
Oshōgatsu officially covers January 1st to 3rd, but preparations begin in late December, and many families extend celebrations through the first week of January. Most businesses reopen around January 4th.
Is Aichi worth visiting during the New Year period?
Absolutely. Aichi, and Nagoya in particular, offers a more local New Year experience than Tokyo or Kyoto. Atsuta Jingu is one of Japan's most important shrines and sees millions of hatsumode visitors each year, without the overwhelming crowds of Meiji Jingu or Fushimi Inari.
What is osechi ryori and do you have to like it to enjoy Oshōgatsu?
Osechi ryori is the traditional New Year food served in lacquered boxes, with each dish carrying symbolic meaning. Not every dish suits every palate, and that's fine. Most families also prepare ozoni soup and plenty of other food alongside the formal osechi dishes.
