160309-0033 - Japan Postal Savings

Advertising postcard with an illustration of a goddess feeding a bird to promote postal savings. The caption reads, "Savings is a way to improve your life. The Japanese Postal Savings Service was established in 1874 (Meiji 7) to attract small savers who could fund Japan's costly industrial and military development. The Japanese Postal Savings Service was established in 1874 (Meiji 7) to attract small savers who could fund Japan's costly industrial and military development. By the 1920s, the postal savings system launched modern marketing campaigns, such as this contemporary designed postcard, to better reach newly Some of Japan's finest graphic artists were employed. During the interwar years, a woman's role was increasingly defined as being a "housewife". During the interwar years, a woman's role was increasingly defined as being a "housewife". Women came to see themselves as being responsible for household finances and played a crucial role in Japan's rising savings rate. In the 1930s and 1940s, "voluntary" savings were so greatly encouraged to finance the Japanese war effort that by 1944 (Showa 19) Japanese households were In the 1930s and 1940s, "voluntary" savings were so greatly encouraged finance the Japanese war effort that by 1944 (Showa 19) Japanese households were saving an incredible 39.5% of disposable income. Published no later than February 1933 (Showa 8). Japanese text: Chochiku wa seikatsu kaizen no sakigake chokin-kyoku (Saving is the key to improving one's life) Photo by MeijiShowa/AFLO