10
Popular Culture Review
New Needs, New Products and New Relations
Fan and Shang point out that “since festival is an organic part of social
cultures, it must be regulated and restricted by different social cultures” (1988:
54). Additionally, when cultures change, festival also changes. While some festivals
disappear as new ones are formed, others decrease in importance, and become
more simple, and simplified. On the other hand, traditions and customs of some
festivals increase in social importance, and become more complex. These changes
sometimes result in the disappearance of the original meanings of the festivals
(Ho, 1992). Fan and Shang also add that as “some festivals extend their new customs
and activities, this can result in more complex cultural internal meanings. Some
festivals leave their origins, develop new contents and bring new meanings for the
new era” (1988: 55).
Certainly the exchange of red packets provides a good example of cultural
changes. Originally, the red packet exchange was a simple custom and only served
as a means to carry out senior family members’ care and blessings towards their
juniors. Yang (1992: 143) comments that this practice served as a “healthy realization
of love” among different generations within a Chinese family. But with the changes
in time and social structures, red packet exchanges have changed in practice,
allowing for more diverse functions. The changes are mainly because of new needs
and new expectations of life, as well as the new nature of relationships among
family members.
Before the 1950s, it was rare to see any decoration other than painting
and Chinese calligraphy on the covers of red packets. The packets usually were
represented by a plain packet in red colour. In the early 1960s, however,
manufacturers began to print some propitious words and lucky Chinese symbols
and images on the covers (see Figures 1-3). At that time, the graphics were still
simple and symbolized the meaning of traditional wishes and blessings. But in the
1970s, businessmen started to print corporate logos and names on red packets as
promotional items (see Figures 4-5). In the early 1980s, some manufacturers even
produced red packets with particular Chinese surnames (Chinese characters) on
the packet covers. Even more recently, trendy graphical designs began to appear
(see Figures 6-7). These changes brought a new function to the red packet custom.
Far from its original means of granting luck and good will, the practice now works
to bring psychological and emotional satisfaction to both givers and recipients.
Red packets printed with surnames on the cover allow individuals to show
their personal identity. However, many people do not like to use this kind of red
packet as they do not want their gifts to be distinguished by the recipients. These
givers carry on in some sense, the original intent of the custom: the idea that the
giving is of utmost importance, not the amount given. If one gives packets with a
personal surname emblazoned on the cover, the recipient, upon opening his or her
packets later at home, will be able to note the amount given by a particular giver.