Bonenkai Season: Navigating Japan’s Year-End Traditions and Their Influence on Business

December in Japan is marked by two distinct cultural consumption spikes, each with its unique backstory.

The first is the surge in fried chicken consumption on Christmas Eve, a phenomenon born from?KFC's ingenious marketing strategy?that filled a cultural void in a country where Christmas isn't traditionally celebrated with a family feast.??

The second, perhaps more significant in the corporate world, is the increase in alcohol consumption, attributed mainly to 'Bonenkai' or 'Forget the Year' parties. These year-end gatherings are not just social events but pivotal in workplace bonding and networking, playing an understated yet crucial role in Japan's corporate and recruiting landscape.

The 2023 Bonenkai Awareness Survey by Job Soken, published on Nov 20, sheds light on current trends and perceptions surrounding these year-end celebrations:

• 52.3% of companies surveyed are set to hold Bonenkai events this year, inching closer to the pre-COVID figure of 58.1% in 2019.
• The eagerness to participate is highest among employees in their 20s, with 61.5% showing intent to join, indicating a generational shift in workplace socializing.
• A significant 71.1% believe the prevalence of Bonenkai will continue to rise.
• Interestingly, 52.7% view the Bonenkai culture as a necessary facet of corporate life.

But what does this resurgence in Bonenkai culture imply for the realm of recruiting in Japan? As we delve deeper, we uncover how these traditional practices influence modern-day corporate dynamics and talent acquisition.

Nomunication Culture and Non-Alcoholic Options: Embracing Inclusivity

In Japan, the tradition of "nomunication" (a made-up Japanese word combining "nomu," meaning "to drink," and "communication") is deeply ingrained in the business culture. This practice, where bonds are formed over drinks, has long influenced workplace dynamics and, by extension, recruitment strategies. However, recent years have significantly shifted towards inclusivity and sensitivity in these social interactions.

Stricter workplace compliance and heightened cultural awareness around harassment, especially involving alcohol (known as "aruhara" or alcohol harassment), have played a pivotal role in curbing practices like forced binge drinking. These changes reflect a broader societal shift towards more responsible and respectful workplace behavior. Major beverage companies like?Asahi have responded to this cultural evolution by introducing non-alcoholic options, catering not only to the 50 million Japanese who abstain from alcohol but also promoting a more inclusive and smart drinking society.?

Bonenkai Beyond Company Walls: Networking Opportunities

Bonenkai season in Japan isn't limited to current company colleagues. It's a time ripe with opportunities for expanding one's professional network in a more relaxed and informal setting.??

Business networking groups and industry associations often host their own Bonenkai, turning these year-end parties into platforms for forging new connections and strengthening existing ones. These gatherings can be particularly beneficial for professionals looking to explore new opportunities or gain insights into different industries. They offer a chance to meet potential mentors, collaborators, or future employers in a less formal setting than a typical business meeting but more personal than an online connection. Attending a Bonenkai outside of their immediate work circle can be a strategic move for anyone looking to advance their career or expand their professional circle.

Reconnecting with Former Colleagues for Market Insights

The Bonenkai season also presents an excellent opportunity to reconnect with former colleagues. These reunions are more than just a walk down memory lane; they can be a goldmine of information about the latest market trends, job opportunities, and industry insights.??

In the relaxed atmosphere of a Bonenkai, former colleagues are often more open to sharing their experiences and insights, making these gatherings a valuable resource for anyone looking to stay informed and connected in their professional field.

Conclusion

The Bonenkai season in Japan transcends mere year-end celebrations, embodying a deep-rooted tradition that significantly influences workplace dynamics and professional networking. These gatherings, traditionally aimed at forgetting the past year's woes, have evolved into pivotal events for strengthening bonds and forging new professional connections. In a culture that highly values personal interactions, Bonenkai offer a unique blend of social and professional engagement, crucial for anyone in the recruitment and business sectors.

As we navigate this Bonenkai season, it's important to recognize the changing nature of these events. Emphasizing inclusivity and responsible drinking, they are adapting to contemporary workplace norms while retaining their essence as platforms for networking and relationship-building. As you participate in Bonenkai this year, embrace these opportunities responsibly, fostering connections that could shape your professional journey. Stay tuned for more Japan Recruitment Insights from ACG next week, where we delve deeper into the intricacies of Japan's corporate culture.

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