From Tradition to Modernity: Changes in Baby Celebration Practices in Asia and Their Impact on Baby Product Market

In Taiwan, as with other Chinese communities, the journey of a baby’s growth has traditionally been punctuated by nine ceremonies. These include the ‘Three Morning Rites’ on the third day after birth, marking the baby’s first bath. Traditions dictated that a baby should be cleaned with sesame oil, then swathed in the father’s clothing to ward off cold, with the first water bath held on the third day, followed by a change into new baby clothes. However, with the progression of time and medical understanding, several of these practices have fallen by the wayside. They’ve evolved into four stages: announcing the birth, sending blessings on the baby’s first month, receiving congratulations on the fourth month, and celebrating the first birthday.

Meanwhile, Japan has a tradition called ‘Okuizome’, or ‘First Meal’, held 100 days after a child’s birth, also known as ‘Hyakunichi-no-iwai’ (‘Hundred Days Celebration’). This ceremony involves the baby mimicking the act of eating with chopsticks, signifying a wish for them to never suffer from food scarcity. Yet, the advent of digital platforms and influence from overseas communities, including Taiwan, has brought a degree of ‘internationalization’ to these baby celebrations in Japan.