The Culture of Number Pun Holidays in Japan: From Mt. Fuji Day to Meow-Meow Day

In Japan, it is common to see “what day it is today” featured in the news or on social media every day. Many of these days are unofficial holidays, such as Cat Day or Meat Day. These are not just random dates. They are based on a uniquely Japanese form of wordplay known as 語呂合わせ: goroawase, where numbers are read in ways that sound like words.

Goroawase is a type of Japanese wordplay in which numbers are read in creative ways and turned into meaningful words. In Japanese, each number has multiple possible readings, such as on’yomi (Chinese-derived reading), kun’yomi (native Japanese reading), English pronunciation, or even onomatopoeic sounds. For example, the number “two” can be read as ni (on’yomi), futa (kun’yomi), two (English), or even nyan, the sound of a cat’s meow. By taking advantage of these flexible readings, people in Japan often assign meanings and word associations to numbers, turning them into playful expressions and even “holidays.”

The popularity of goroawase in Japan has its roots in history. In ancient waka poetry, a technique called 掛詞: kakekotoba (pivot words) was widely used, where a single word carried multiple meanings at once. During the Edo period, wordplay such as なぞなぞ: nazo-nazo (riddles) and しゃれ: share (wit or puns) became popular across the country as a form of entertainment for ordinary people. As a result, Japanese people have long been familiar with playful uses of sound in language.

Goroawase in particular—number-based wordplay—has continued into modern times as a natural yet enjoyable form of communication.

Because goroawase is memorable and friendly, it is often used in advertising and public relations strategies. It can be a powerful tool in marketing, helping consumers remember important dates.

Goroawase, a form of expression commonly seen in everyday life in Japan, is easy to remember and often makes people smile before they even realize it. Many companies take advantage of this, using it to attract consumers to campaigns and special sales days.

Let’s take a look at five of Japan’s most famous number-pun holidays.

In Japanese, months are commonly represented by numbers, so February 22 is written as “2/22.” The holiday comes from reading the three twos as ni-ni-ni, which sounds similar to nyan-nyan-nyan, the Japanese sound for a cat’s meow. On this day, people often post pictures and videos of their cats on social media with hashtags, making it a special occasion for cat enthusiasts. Pet shops and pet merchandise brands also offer discounts and special deals for the day.

Japan is well known for its love of cats, and this holiday is a reflection of that cultural affection.

February 23rd (2/23) is the holiday for Mt. Fuji. It comes from reading 2 (fu), 2 (ji), and 3 (san), which together sound like “Fuji-san” (Mt. Fuji in Japanese). This holiday is especially cherished in Shizuoka and Yamanashi prefectures, where Mt. Fuji is located, as a way of honoring one of Japan’s most iconic symbols. On this day, various events and exhibitions are held, offering opportunities to learn about the natural environment and cultural significance of Mt. Fuji.

Mt. Fuji has long been a special presence for Japanese people since ancient times. This holiday represents national pride in Japan’s highest mountain, as well as its connection to nature and culture.

August 31st (8/31) is Vegetable Day. It comes from reading 8 (ya), 3 (sa), and 1 (i), which together form yasai, the Japanese word for vegetables.

On this day, vegetable sections in supermarkets become lively, with special sales and tasting events. Some schools even offer lunch menus focused on vegetables. This holiday is a good example of a practice deeply rooted in everyday life, promoting healthy eating habits.

November 22nd (11/22) is known as Good Couples Day in Japan. It comes from reading 11 (ii) and 22 (fu-fu), which together mean “good married couple” in Japanese.

This day is meant to reflect on the bond between husbands and wives, and it is also considered a popular day for weddings and marriage ceremonies. Many couples go out for a nice dinner or exchange gifts. This commemorative day has also gained attention as a social phenomenon and is widely featured in the media. Restaurants and hotels often offer special plans for the occasion.

February 9th (2/9) is known as Meat Day in Japan. It comes from reading 2 (ni) and 9 (ku), which together form niku, the Japanese word for meat. In addition, the 29th of every month is also considered Meat Day for the same reason.

On this day, yakiniku (Japanese-style BBQ) restaurants and steakhouses often offer special deals, and they become lively with customers. Butcher shops and supermarket meat sections also run sales on meat products. This holiday reflects the Japanese love of food and their enthusiasm for celebrating everyday items through wordplay.

Goroawase isn’t just used for holidays; it is also a useful learning tool and a technique used by many Japanese students, especially when memorizing the years of historical events.

Let’s take a closer look at how Japanese students memorize this world-famous historical event. One popular method is the following goroawase:

“1789 (hi-na-wa-ku) — 火縄くすぶるフランス革命: Hinawa kusuburu Furansu Kakumei”

In this phrase, 1 is read as hi, 7 as na, 8 as wa, and 9 as ku, forming hinawa, meaning a match cord or fuse. The expression hinawa kusuburu (“the fuse begins to smolder”) evokes the tense atmosphere leading up to the French Revolution.

Other famous examples include “794 (鳴くよウグイス平安京: naku yo uguisu Heian-kyō)” for the establishment of the ancient capital Heian-kyō, and “1929 (特に苦しい世界恐慌)tokuni  kurushii Sekai Kyōkō” for the Great Depression. These kinds of goroawase are commonly used by Japanese students as study techniques for exams.

As these examples show, goroawase is a practical and enjoyable way to memorize numbers.

For students studying Japanese, creating original goroawase while learning new vocabulary and grammar can be an effective way to improve memory retention.

Learning about Japan’s unique goroawase is not just about learning different ways of reading numbers; it is also a shortcut to becoming familiar with Japanese humor, business values, and a culture that values and enjoys sound.

In Japan, people often choose lucky numbers or numbers that are related to their own names or company names for phone numbers and car license plates. For example, license plates such as 2574 (事故なし: jiko-nashi, meaning “no accidents”), or phone numbers like 1150 (いいご縁: ii-go-en, meaning “good connection or relationship”) are commonly used.

Why not try it yourself? Can your phone number or birthday be turned into a fun meaning?

You are encouraged to create your own goroawase by taking advantage of the flexibility of the Japanese language. It is a great opportunity to experience the depth and playfulness of Japanese culture.

Through Japan’s unique wordplay culture, you can enjoy the richness of the language and the sensitivity of Japanese expression.

To better understand the depth of the Japanese language, its unique wordplay, and its culture, it is recommended to enroll in a language school such as TCJ.

At TCJ, we offer opportunities to learn the culture and customs behind the Japanese language, in addition to the grammar and vocabulary found in textbooks. Questions such as why Japanese people enjoy wordplay so much, and in what situations it is used, will be explored as students deepen their understanding of cultural aspects and develop more natural and appropriate Japanese proficiency.

Through conversations with teachers and classmates, learners can improve their practical communication skills. Before they know it, they may find themselves fascinated by the richness and playfulness of the Japanese language.

If you wish to acquire practical Japanese skills while experiencing the diversity and depth of the Japanese language, consider enrolling at TCJ. We are fully committed to supporting your Japanese learning journey.

Note:

・ This column is based on general Japanese culture and customs.
・ Many number-pun commemorative days are established by industry associations or companies and are not official public holidays.
・ The historical memorization methods introduced here are common examples used in Japan, though other variations also exist.

・ Japan Anniversary Association https://www.kinenbi.gr.jp/mypage/entry
・ Agency for Cultural Affairs, Government of Japan. Information on Japanese language and culture. https://www.bunka.go.jp/