美文选刊｜日本的礼物文化（上）

The Culture of Gift Giving in Japan (I)

日本的礼物文化（上）

文/彼得·范布伦

译/蒋威

By Peter Van Buren

Gift giving in Japan is deeply rooted in tradition with gifts given not only for social occasions, but also for social obligations—gifts given when indebted to others, both family and business. The emphasis is on the act of giving rather than the gift itself. The value of the gift is of less importance than the presentation and thoughtfulness in which it is presented.

赠礼扎根于日本传统，不仅用于社交，还担负着社会责任——家庭和职场中，受惠于他人时，都要送礼物。礼不在重，关键在送。赠礼方式以及由此体现的周到体贴比礼物本身的价值更有意义。

General Guidelines

一般赠礼原则

1

Appropriateness

礼物得体

There are shelves of books in Japan on gift giving and especially on determining an appropriate gift. The best thing to do is ask for help—a Japanese coworker, business partner or, in a pinch, a salesperson at a nice department store. Too cheap and you look, well, cheap. Too expensive and it may embarrass the receiver and place a lot of stress on him/ her for the reciprocity requirement, as gifts in Japan are always exchanged, never given per se.

日本关于赠礼的书籍琳琅满目，尤其是教人如何挑选一份体面的礼物。最好的办法便是求助，可以问问日本同事、商业伙伴，实在不行，还可以问高级百货商店的店员。礼物太便宜，显得你过于小气；太贵重，又可能让收礼人感到尴尬，增加回礼的压力，因为在日本，赠礼讲究礼尚往来，其意义绝不只在赠礼本身。

If the gift is tied to a holiday or event (such as a wedding) there are usually clear guidelines. Ask. If the gift is for a business relationship, the rules are a bit fuzzier, but a local food, wine from near your home, items from sports teams (especially if they have a Japanese player), golf balls, all are pretty safe bets. The receiver may not care much about sports and may never have been golfing in her life, but it is the gesture that really matters.

倘若礼物与某个节日或活动有关（比如婚礼），赠礼原则往往就很清楚了。一个字：问！如果是因业务关系送礼物，条条框框就没那么分明了，但地方美食、家乡附近的葡萄酒、运动队的纪念品（尤其是如果队内有日本队员）以及高尔夫球等准保万无一失。收礼人或许不大关心体育，也可能从未打过高尔夫，但真正重要的是送礼物的那份心意。

Some older Japanese will not be happy with gifts that come in fours, such as four boxes of tea. The Japanese word for the number four (shi) can be pronounced the same way as the word for death, and so old superstitions can come into play.

一些年长的日本人不喜欢带“四”的礼物，譬如四盒茶。日语中“四”和“死”的发音（shi）相同，因此旧时迷信便开始作怪了。

Caution—some business situations can call for expensive gifts, such as the sealing of a deal. Get some advice is always the best idea. Someone on the Japanese side will be very happy to learn you are sorting out anything that might spoil the occasion in advance.

注意：某些商务场合中需要送贵重礼物，比如为了达成一项交易。找人咨询永远是最佳办法。让日方某些合作伙伴了解你有心预先排除可能有损合作的因素，他们会非常开心。

2

Wrapping

包装精美

Gifts must be wrapped. Read it again, and then once more.

礼物一定要包装，重要的原则读三遍！

Unless you’re handing over flowers (ask the florist, as some colors and plants are used only for funerals), it must be wrapped, and wrapped correctly (colors are very important.) Buy from a large, classy department store, tell them it is a gift and describe the situation, and throw yourself on their mercy. It will work.

除非送的是花（问问花店老板，有些花和颜色只有葬礼上才用），否则礼物一定要包装，而且不能出错（包装的颜色非常重要）。去高端大气的百货商店买，跟店员说是拿来送人的，说明送礼物的场合，剩下的就交给他们吧，准没错。

Gifts are rarely opened in front of the giver, to avoid embarrassment right then and there to either party. With more conservative and/or older Japanese, the gift will be received, thanked for, and then disappear from sight unopened.

为避免彼此尴尬，绝少有人会当面拆礼。某些较为保守和/或年长的日本人，接了礼物，表示感谢后，就会把礼物原封不动地收起来。

3

Reciprocity

礼尚往来

Reciprocity is a final key part of Japanese gift giving culture. With very, very few exceptions, a gift must always be reciprocated. Here again, the rules can be tricky; typically in business settings gifts of equal value and type are best to exchange. For weddings and funerals, the return gift is often more symbolic than anything else. For example, for some reason truly unknown, mourners at funerals were for a long time given a gift box of hand towels. Gifts of money are almost never reciprocated by giving money; it seems like you are offering some sort of refund.

礼尚往来是日本礼物文化中最关键的一部分。除极少数情况外，否则是一定要回礼的。回礼的原则也让人捉摸不透：通常情况下，商务场合中回赠礼物的价值和类型最好与所收礼物相等。而婚礼和葬礼上，回赠的礼物通常只是象征性的。譬如，不知出于什么原因，过去很长一段时间内，出席葬礼的人都会收到一盒手巾作为回礼。如果收到的礼物是钱，几乎不会拿钱来回礼；因为这样看起来就像在退款。

Many times more symbolic gifts, especially on more casual occasion, are repaid with gift cards. It used to be that there were only cards for beer and books, but nowadays, as in the West, there is a gift card for anything. If you expect the relationship to be a long one, or if you gave something for a wedding and have a kid of your own that may marry, records of what things are exchanged are kept. It is polite to thank the giver when you meet again, and you want to not embarrass yourself by going too low on a future gift or too high. Regifting has been known to occur, and you never want to mess that up. Write it down; your Japanese friends do.

很多时候，偏象征性的，尤其是非正式场合下收到的礼物，会以礼品卡来回礼。过去，只有用来换购啤酒和书的礼品卡，但如今，日本与西方一样，任何东西都可以用礼品卡来兑换。如果想保持长期关系，或者有人结婚你送了礼，而你自己又有小孩可能要结婚，那么彼此送了什么东西都得记下来。与送你礼物的人再次见面时，出于礼貌，得向对方表示感谢。未来轮到自己送礼物时，不要送得太便宜或者太贵重，把自己弄得很尴尬。把收到的礼物再转送出去的事曾发生过，没人愿意在这上面出乱子。所以请记下来，你的日本朋友就是这么做的。

4

Magic Phrases

客套用语

Even if you don’t speak Japanese, it will be seen as very polite to give some gift giving phrases a try. If you don’t speak Japanese, say them in English anyway.

即便不懂日语，送出礼物时试着用日语说几句客套话，也是一种非常礼貌的行为。实在不行，用英语说也可以。

Tsumaranai mono desu ga is a key phrase. It literally means “this is a boring thing,” but is fully understood to mean that you are being humble, and expressing modesty. People say it no matter what the value involved, even if you are handing over an original Da Vinci.

つまらないものですが就是一句客套话。其字面意思为“一点儿小意思”，但对方知道你只是在客气。不管送的东西值多少钱，大家都会这么说，即使送的是一件达·芬奇的原作。

However, in some corporate settings, honno o shirushi de gozai masu ga, this is a token of my appreciation, is used.

在职场的某些场合，则会用ほんのお印でございますが,意为“只是聊表寸心”。

And obviously, lots of thankyou’s are exchanged. With some older people, you can go multiple rounds of thank-you/you’re welcome until someone fades out.

显然，双方会对彼此说大量谢辞。碰到某些年长的人，“谢谢您/不用谢”之类的话可能要说上数个回合，直到有人停下来。

Remember, gifts are handed over and received with two hands. Before accepting a gift, especially for women, it is polite to refuse at least once or twice before accepting. The timing of presentation is important. It can be seen as rude to give a gift at the beginning of an interaction. This gesture will be viewed as rushing the relationship or meeting.

谨记，呈礼和接礼时都得用双手。尤其对女性来说，接礼前，出于礼貌，至少得推辞一两次。呈礼的时机也很重要。刚一接触就把礼物递上去是一种不礼貌的行为，会让人觉得是在急于套近乎或赶着要走。

（译者曾获第五届“《英语世界》杯”翻译大赛二等奖）

（选自《英语世界》2017年第11期）

❀ 点击购买2017年第11期杂志 ❀

文拓视野  译悦心灵

长按以下二维码

欢迎关注《英语世界》

微信号：theworldofenglish

猜您喜欢(点击下方标题即可观看)：