In summer, it is customary to send greetings called ‘shochū mimai’ (greetings during summer’s heat) to friends and relatives. ‘Shochū’ refers to the eighteen-day-period ending around August 7 (risshū beginning of autumn) the hottest time of the year in Japan. People send greeting cards to show their concern for those who may suffer in this hot and uncomfortable season. Stores sell cards with summer-themed pictures, such as goldfish, wind chimes, beach scenes and seashells. Such summer greetings must be sent before risshū. Cards sent later belong to the season of ‘lingering heat’ (zansho), and so are called ‘zansho mimai’. For many Japanese people, both new year’s greeting cards and summer greeting cards are important ways to keep in touch with friends and relatives that they may not see very often.