Social Wedding Gift 'Smahiki' Orders Double Year-on-Year, Now Accounting for 30% of hikica.jp Orders as of May 2026

geeva Co., Ltd. (Headquarters: Mashiki-machi, Kumamoto Prefecture; Representative Director: Hirofumi Ogawa) reports that the use of its social wedding gift service 'Smahiki,' which allows couples to send wedding gifts via LINE, email, or SMS after the wedding ceremony, is rapidly expanding.

According to the company's order data, the number of Smahiki orders grew approximately sevenfold from 2024 to 2025. In just the first five months (January to May) of 2026, orders recorded a 2.16-fold increase (+116%) compared to the same period the previous year, and the service is expected to account for 40% of all orders by the end of this fiscal year. In just two years, it has established a solid presence as a new way to give wedding gifts.

■ Social Wedding Gift 'Smahiki' Introduction Page: https://www.hikica.jp/hikidegift-catalog/smahiki/

1. Smahiki's Growth Driven by the Need to 'Give After the Ceremony'
Smahiki is an online wedding gift service that allows couples to send three items—a main gift, a sweet gift, and an auspicious item—to guests via LINE, email, or SMS. Guests access the product exchange site from their smartphones or PCs, choose the products that suit them, and receive them at home.

What is particularly noteworthy is that Smahiki is highly compatible with the practice of 'giving after the wedding ceremony.' Conventional wedding gifts required couples to decide the number of guests, gift variations, and price ranges before the wedding, and prepare for distribution on the day of the ceremony or delivery afterward. Smahiki, on the other hand, can be sent after the ceremony, making it easier to choose wedding gifts that feel more appropriate after confirming the actual amount of congratulatory money received and the relationship with the guest.

Period | Composition ratio of all wedding gifts
2024 (Service launched on July 31 - December): 2.0%
2025 (Full year): 20.4%
2026 (January - May): 30.7%
Source: geeva Co., Ltd. internal order data

The growth in the composition ratio is remarkable. The percentage of brides and grooms choosing Smahiki has expanded from 2.0% of all wedding gifts in 2024 to 20.4% in 2025, and reaching approximately 30% (30.7%) in the most recent period of 2026. This indicates that Smahiki is becoming established as one of the main choices alongside cards and catalogs.

2. Why 'Smahiki' is Chosen
(1) Sending appropriate gifts after checking the congratulatory money
Since the gifts are sent after the ceremony, there is no need to worry about the gift being too small or too large relative to the congratulatory money received. In fact, about half of Smahiki users (45.6% in 2025, 45.8% in 2026) arranged the gifts after the wedding day.

(2) Easy to minimize the burden of bring-in fees
Because the gifts are sent directly via LINE and other methods after the ceremony, there is no handover at the venue on the day of the event. Wedding gift cards and packaging materials are not required, streamlining the cost structure itself.

(3) Easy preparation, less burden until the day
There is no need to prepare gift bags, collect addresses, or finely separate gifts. Preparation is complete simply by registering the guests' names and transmission methods.

(4) Adding photos and messages to each individual
Couples can take their time to send gifts individually, accompanied by wedding photos and videos.

3. Lightening the Load of Bring-in Fees, Baggage, and Gift Sorting
Since Smahiki does not distribute wedding gifts at the venue, there is no need to prepare large bags on the day, and guests do not have to carry heavy baggage home.
In addition, sorting wedding gifts is a time-consuming task for the bride and groom. With Smahiki, couples can add courses to MY GIFT, register guest names and transmission methods, and send them via LINE, email, or SMS. After transmission, the delivery status can be checked on MY GIFT.

How to Use Smahiki
Guests Can Choose 3 Items Themselves
Online wedding gifts from hikica feature the ability for guests to choose their own main gift, sweet gift, and auspicious item.

Combining the Budget of 3 Items into One Expensive Item
Furthermore, hikica offers an 'upgrade' feature, providing a course where guests can combine the budget to choose one expensive item instead of selecting a sweet gift or auspicious item.

4. The Difference from 'Home Delivery Wedding Gifts' is the Timing of Deciding the Budget
Smahiki is a home delivery-type wedding gift service. However, the major difference from general home delivery wedding gifts is the timing of deciding on the products and courses.
With general home delivery wedding gifts, it is necessary to order products and courses before the ceremony. Therefore, it is difficult to change the budget after checking the congratulatory money.
On the other hand, since Smahiki can be sent to guests after the ceremony, it is designed to easily adjust the course and giving method for each guest after confirming the actual amount of congratulatory money.

5. From 2026 Onward, Smahiki is Becoming a Strong Option for 'Post-Giving Wedding Gifts'
Looking at the data, Smahiki is becoming a strong option for wedding gifts given after the ceremony. The mechanism of Smahiki matches the true feelings of brides and grooms, leading to its expanding use.

6. The Future of Wedding Gifts Envisioned by geeva
While cherishing the Japanese etiquette of giving a return gift for congratulatory money, geeva has continued to update the way of giving itself to a form more suited to the times.