Choosing Gifts for Every Occasion

Ochugen, the mid-year gift-giving tradition, has long been rooted in Japanese culture as a way to express gratitude. However, in recent years, its formal image has led to it becoming a lesser-known annual event among younger generations.

At d47 MUSEUM, Ochugen is re-examined not just as a formal custom, but as an opportunity to convey daily gratitude and thoughtfulness towards loved ones. The exhibition proposes a new image for these gifts: more casual than formal gift-giving, yet more refined than a simple souvenir, designed to convey heartfelt sentiment.

The exhibition features gift boxes filled with regional specialties, such as a set of Ise udon noodles and broth from Mie Prefecture, and Awase soba noodles and the chili-based condiment “Koregus” from Okinawa Prefecture. Beyond the flavors, the regional character is also evident in the packaging design and the accompanying crafts, like tableware and chopsticks, produced in each area.



The venue also provides audio guides and a tabloid detailing the products' features and the selection process. All exhibited gift sets are available for purchase, with shipping arrangements also possible. Furthermore, individual items are sold separately, allowing visitors to create custom gift combinations tailored to the recipient's family size and preferences.

This unique Ochugen offering from d47 MUSEUM allows for diverse gift selection based on the recipient's background, tastes, recommended flavors, or cherished memories of a particular region. It presents an opportunity to experience the rich individuality of Japan's regions while also reconsidering the culture of gift-giving and the role of gifts as a means of communication.