In Japan, there is a long tradition of sending New Year's cards to exchange greetings at the start of the New Year. They usually express thanks for the kindness received over the course of the year. However, with the increasing penetration of media such as mobile phones and the Internet, the number of New Year's cards sold is slowly falling.The site was designed to make it possible to centrally manage special days such as birthdays and send congratulatory messages in order to maintain close relationships with friends. The "Special Movie Cards", birthday cards consisting of original movies including information from Facebook and the Facebook icons of its senders, allowed site users to invite friends they shared in common with the recipient, and send group congratulatory messages. Through this, all involved strengthened the bonds between them, and, during the New Year's card season, the application presented users with a list of all the friends they had sent cards to on Facebook, further promoting New Year's card sales.