Ochugen Return Gift Etiquette: The Basics
Basic Etiquette Guide to Replying to Chugen Gifts
"Do I need to give a return gift for Chugen?" "What kind of return gift should I choose?"
As summer approaches and Chugen gifts are received, many people may have such questions and anxieties.
A thank-you for a Chugen gift is not merely a formality. It is an important act of etiquette, expressing gratitude for everyday kindness and the desire to build good relationships in the future.
In this article, a professional florist will clearly explain everything from basic knowledge about "return gifts" for Chugen, to how to choose items, when to send them, how to write a thank-you note, and frequently asked questions.
By reading this, you will surely have all your questions about Chugen return gifts answered and be able to express your gratitude with confidence.
Click here for recommended flowers for Chugen return gifts ▶︎
Before Considering Chugen Return Gifts: Essential Basics
Before thinking about Chugen return gifts, let's first understand their basic meaning and etiquette.
Meaning and Origin of Chugen
Chugen is a gift given to people you are indebted to, conveying gratitude and concern for their health in the summer.
Originally, it originated from offerings to ancestors and Bon Festival gifts, with the spirit of mutual aid in the community at its core.
While it may seem formal, at its root is the meaning of cherishing warm connections between people.
Learn more about Chugen here ▶︎
When a Return Gift is Necessary and When it is Not
Chugen is not intended as a "return gift," so generally, a return gift is considered "unnecessary."
However, a thank-you note (or phone call) should always be sent upon receiving a Chugen gift.
Giving a physical "return gift" demonstrates "equivalent gratitude" for the received Chugen, and a clear intention to "continue the relationship unchanged."
Especially if you received an expensive Chugen from a superior, or if you will continue to be indebted to the person, sending a thoughtful thank-you note along with a return gift will leave a more polite impression.
* "Uchiwai" is a gift given in return for celebrations (such as childbirth or new construction) and is different from a Chugen return gift, so do not confuse the two.
Basic Etiquette When Giving a Return Gift
Send a thank-you note first
Even if you plan to give a physical return gift, the priority is to express gratitude for the gift with a thank-you note or phone call. Convey your feelings before the gift arrives.
Do not send anything more expensive than what you received
Choose an item that is of equal value to or slightly less expensive than the gift you received, as giving something too expensive might make the other person feel that they "caused you unnecessary trouble."
Give with a feeling of "thanks" rather than "repayment"
Choose a gift with a positive feeling of "wanting to express gratitude" rather than out of obligation.
Points to Consider When Choosing a Return Gift
When choosing a return gift, consider the following points:
What is a reasonable price?
The guideline is half to the same value as the item you received ("half return ~ same amount return").
Match the recipient
Consider the recipient's preferences, family structure, and lifestyle.
For families with children, sweets; for couples, a pair of items; for those living alone, individually wrapped items that keep well are good choices. It's important to choose according to the situation.
Recently, flower arrangements and bouquets have become popular gifts.
"Consumables" are preferred
"Consumable items" such as food, drinks, soap, and detergents are very popular as return gifts because they don't leave anything behind and don't burden the recipient.
Flowers are also "consumables" but they are special gifts that brighten up a space and bring healing. Many people are now purchasing them during the Chugen season.
As we will explain in the next section, they are highly recommended as return gifts.
Approach to Return Gifts Based on Recipient
The approach to return gifts also varies depending on your relationship with the recipient.
Return gifts for relatives and superiors
A thank-you note is standard, but if you send a physical gift, choose something thoughtful. Aim for a value of half to the same as what you received.
Return gifts for friends and colleagues
More casual items are often acceptable.
Along with a thank-you note, giving a small souvenir or treating them to a meal are also appreciated ways to show gratitude without being overly formal.
Return gifts for business partners
Check your company's regulations, and it is important to send a thank-you note promptly.
If you send a physical gift, it is generally appropriate to choose something that can be consumed by the entire company, rather than addressing it to a specific person.
What are the Best Return Gifts for Chugen?
Let's look at what kinds of items are specifically recommended as return gifts for Chugen.
Popular Return Gifts for Chugen
Food items
Juice, coffee, tea, somen noodles, jelly, cookies, etc., are classic choices because they keep well and are easy to consume.
If you know the recipient's food preferences, they will be even more pleased.
Towels and detergents
Consumables used daily are practical and appreciated by everyone.
In particular, a high-quality, soft towel set can feel special.
Flowers are very popular for special, memorable return gifts!
As florists, we especially recommend flowers as Chugen return gifts. Here's why:
"Consumable" and considerate to the recipient
Like food, they disappear after their viewing period, so they don't burden the recipient.
Brightens a space and provides healing
Just having flowers in a room can soothe the mind and uplift spirits. Especially during the hot summer, cool and beautiful flowers can bring comfort and healing.
Recommended: Summer-like refreshing bouquets and arrangements that convey a sense of the season
Arrangements using blue and white flowers have a refreshing appearance and are perfect as Chugen return gifts.
Sunflower Bouquet "Sky Lemonade" Summer Gift 2025
¥7,700-
Are gift certificates or merchandise vouchers suitable as return gifts?
Gift certificates and merchandise vouchers have the advantage that the recipient can choose what they like.
However, depending on the recipient, they may be perceived similarly to cash, and as a "return gift," they can sometimes feel a bit impersonal and even rude.
It's generally best to avoid them, unless you have a close relationship and know that the recipient strongly desires a specific gift.
How to Research the Recipient's Preferences
If you don't know the recipient's preferences, you can try checking their social media posts or subtly asking a mutual acquaintance.
If you're unsure, it's safest to go back to the principle of "consumables" and choose something that everyone can easily use or eat.
Even when you don't know their preferences, flower gifts are often chosen. In such cases, many people tend to give arrangements, as they don't know if the recipient has a vase.
Return Gifts to Avoid
Knives
Because they carry the meaning of "cutting ties," they should be avoided not only as return gifts but as gifts in general.
Footwear and socks
Because they carry the meaning of "stepping on" the other person, they are unsuitable as gifts, especially for superiors.
Cash
It can be considered rude to superiors.
Overly expensive items
Avoid giving something that is too expensive compared to the item you received, as it may make the recipient feel uncomfortable.
In this regard, flower return gifts are often chosen because their value can be perceived more subtly.
Timing and Period for Chugen Return Gifts
When giving a Chugen return gift, the timing is crucial. Express your gratitude at the appropriate time.
Optimal Time to Send a Return Gift
If you are giving a return gift, the guideline is to send it within 1 to 10 days of receiving the Chugen gift.
Ideally, it should be sent by the end of July (mid-August in Western Japan), which is the Chugen period.
The most important thing is to first express your gratitude for the Chugen gift with a thank-you note (a phone call is also acceptable) before sending the item.
It's okay for the item to arrive later, so prioritize contacting them to say thank you.
What to Do if You Miss the Return Gift Timing
If you accidentally miss the return gift timing, don't worry. You can still send a gift without being rude by changing the inscription.
Shochu Mimai (Summer Greeting)
If sending between July 16th (Eastern Japan) or August 16th (Western Japan) to Risshu (around August 7th this year), after the Chugen period. The inscription should be "Shochu Mimai" (暑中御見舞).
Zansho Mimai (Late Summer Greeting)
If sending after Risshu until the end of August (or early September at the latest). The inscription should be "Zansho Mimai" (残暑御見舞).
Adding a short apology for the delay will make it seem even more polite.
Things to Note Regarding Chugen Return Gift Timing
Do not send before the recipient's Chugen arrives
Be careful not to send a return gift before the recipient's Chugen has arrived, as it could be misinterpreted as "demanding" one.
Summer delivery
When sending food or fresh flowers, especially during the hot summer, consider using refrigerated delivery or a delivery service with temperature control to prevent damage.
Points to Consider When Writing a Thank-You Note
Handwritten is preferable
To better convey your gratitude, write it by hand if possible.
Content
The basic content includes gratitude for the item received, words of concern for the recipient's health, and an expression of hope for continued good relations. Don't forget to include seasonal greetings.
Wrapping and Shipping Chugen Return Gifts
There are also manners for how to give and wrap return gifts.
Paying attention to the details will convey your gratitude more carefully.
Choosing and Writing Noshi Paper
Generally, noshi paper is less common for return gifts, but if you're concerned, ask a gift shop to attach it.
Inscription
If you do attach noshi paper, the inscription is generally "Orei" (御礼 - Thank You).
If the season has passed, you might use "Shochu Mimai" (暑中御見舞 - Summer Greeting) or "Zansho Mimai" (残暑御見舞 - Late Summer Greeting).
Mizuhiki
Choose a red and white butterfly knot. The butterfly knot is used for "celebrations that you wish to repeat many times," making it suitable for Chugen return gifts.
Name placement
Below the mizuhiki, write the name of the sender.
"Uchi-noshi" and "Soto-noshi"
Uchi-noshi (Inner Noshi): This method involves placing the noshi paper directly on the item and then wrapping it with wrapping paper. It is recommended when you want to give a modest impression or when mailing the gift to prevent the noshi paper from getting dirty.
Soto-noshi (Outer Noshi): This method involves placing the noshi paper over the wrapping paper. It is suitable when you want to emphasize the gift or when handing it directly to the recipient. For return gifts, it is generally common to choose uchi-noshi to convey a "modest" impression.
Etiquette and Tips for Wrapping
By carefully wrapping your gift, you convey your gratitude.
If you are preparing the item yourself, choose wrapping paper of the appropriate size and wrap it carefully.
At &YOUKAEN, we offer complimentary wrapping in sizes appropriate for each product.
Points to Consider During Delivery
Summer precautions
When delivering food or fresh flowers, especially in summer, use refrigerated delivery or a delivery service with temperature and humidity control.
At &YOUKAEN, we use refrigerated delivery to ensure flowers arrive in fresh condition.
Date and time specification
To ensure the recipient can definitely receive the package, confirm a convenient date and time in advance and specify it when sending.
Sender's clear indication
On the delivery slip, clearly write your name so it's clear who the gift is from.
How to Send Chugen Return Gifts to Distant Recipients
When sending a return gift to someone living far away, using an online shop is very convenient.
Since you can't meet in person, adding words of gratitude and a note asking about their well-being to a message card will convey your feelings more deeply.
How to Hand Over in Person
If you are delivering the return gift in person, it is more polite to wrap it in a Furoshiki (traditional Japanese wrapping cloth) or similar.
When handing it to the recipient, along with a simple greeting, say something like, "Thank you very much for the lovely Chugen the other day. This is a small token of my appreciation," and subtly hand it over. The key is to convey your gratitude without making the recipient feel overly obligated.
For items that are difficult to wrap, such as flowers, it's perfectly fine to bring them in their original packaging.
Chugen Return Gift Q&A
Here are answers to common questions about Chugen return gifts.
Notes on Chugen Return Gifts Between Companies
Some companies have regulations that make return gifts unnecessary or set a monetary limit.
First, check with your company's general affairs department. Basically, sending a thank-you note to the person in charge promptly is the top priority.
If you are sending a physical return gift, avoid confusing it with a personal gift; sweets or coffee that can be consumed by the entire company are appropriate, but
recently, many companies are also sending flowers.
How to Respond When Receiving Many Chugen Gifts at Once
Even if you receive Chugen gifts from many people at once, it's essential to send thank-you notes promptly.
If it's difficult to give a physical return gift to everyone, sending only a polite thank-you note is an option.
If you do send gifts, it's also a good idea to standardize the amount so that it doesn't burden the recipient, rather than strictly adhering to the "half return" rule.
Rules for Return Gifts to Casual Acquaintances
If you receive a Chugen gift from a casual acquaintance, a thank-you note alone is generally sufficient.
If you really want to send a physical return gift, it's best to choose a modest amount or a "consumable" item that won't make the recipient feel obligated.
Family's Approach to Chugen Return Gifts
Among relatives, it is often customary not to exchange return gifts for Chugen and Oseibo.
The best approach is to first check with your parents or relatives.
Even if you do give a return gift, avoid being too formal and consider practical items or sweets that the whole family can enjoy.
Differences between Chugen and Oseibo and Return Gift Methods
Chugen and Oseibo are gifts with different seasons and purposes, but the return gift etiquette is almost the same.
It is not considered a breach of etiquette to give a return gift for Chugen as Oseibo.
However, it still leaves a more polite impression to give a return gift for the Chugen you received during the Chugen season (or the Shochu Mimai/Zansho Mimai season) if possible.
Summary
While a thank-you note is the basic for Chugen return gifts, if you send a physical item, it is most important to follow the appropriate timing and etiquette, and to convey your gratitude and thoughtfulness to the recipient.
A Chugen return gift is not just a formality; it's a valuable opportunity to express daily gratitude and deepen important human relationships.
Please take a look at &YOUKAEN's "Summer Gifts" category and other recommended flower lineups from our staff!
You're sure to find the perfect gift.
Click here for recommended flowers for Chugen return gifts ▶︎
Jul 09, 2025
