The Folklore Surrounding House Nameplates in Contemporary Japanese Society: The sincere wishes of the common people

Abstract

This paper investigates the superstitious custom of stealing house nameplates (hyōsatsu), a practice believed to exemplify the characteristics of Japan’s nameplate culture. Drawing on newspaper and magazine articles, essays, novels, and previous academic studies, the paper aims to extract the defining features of this custom and explore its background. To date, there has been limited scholarly examination of this topic. One background factor that may have contributed to nameplates becoming tools of superstition is the beliefs and superstitions surrounding earlier symbols affixed to doors or rental property signs displayed outdoors before the modern appearance of nameplates. This suggests a continuity between premodern traditions and modern nameplates. The idea of preventing misfortune from entering the home has been inherited, albeit in changing forms, from premodern times. Additionally, like graves, seals, and other items, nameplates were considered objects imbued with spiritual significance, believed to influence fortune when specific actions were taken. This is likely because they display the name of the household head, which symbolizes the home itself. An examination of superstitions surrounding modern nameplates reveals that these small objects represent a unique aspect of Japanese material culture. The superstitions related to nameplate theft are likewise specific to Japanese culture. The distinct feature of nameplates—explicitly displaying names—has enabled their association with contagious magic. This magical aspect of nameplate theft connects to Japan’s premodern cultural traditions. In other words, the concept of contagious magic has not disappeared; rather, it has  transformed, finding expression in digital forms and other manifestations, a trend that seems likely to continue. When intangible aspects of folklore, such as beliefs and rumors, intersect with tangible elements like nameplates, a clearly defined tradition emerges—or has the potential to emerge. This paper argues that such a convergence may represent the crystallization of a new cultural tradition.