Last Updated on February 14, 2024 by Vlad
Since it’s February 14th today, I thought why not do a post on Valentine’s Day in Japan for a bit of cultural trivia!
Valentine’s Day in Japan holds a unique position, distinguishing itself from how the occasion is celebrated in Western countries. Traditionally, in Japan, it is the women who present gifts to men, with the primary focus on giving chocolates. I still remember the shock when, on Feb 14 over a decade ago, my wife gave me chocolates!
These gifts of chocolate are categorised into two types: ‘honmei-choco’ (true love chocolate), which is given to a romantic partner or a confession of love (yep, if you like someone it is perfectly fine to give them chocolates), and ‘giri-choco‘ (obligation chocolate), which is meant for friends, co-workers, and bosses. The act is not just a private expression of love, but also a public and social obligation.
In the last 5 years or so, the celebration of Valentine’s Day in Japan has evolved and it’s not uncommon to see a reverse exchange where guys also give gifts to women. This change is heavily influenced by Western culture, and somewhat by the White Day (celebrated on March 14th), where those who received gifts on Valentine’s Day are expected to return the gesture. Commercially, Valentine’s Day has become a massive event for Japanese retailers and chocolatiers, who invest considerably in marketing and creating a variety of specialty chocolates and gifts to cater to this day of affection.
Key Takeaways
- Valentine’s Day in Japan is primarily marked by women giving chocolates to men, divided into ‘honmei-choco’ for romantic interests and ‘giri-choco’ for others.
- The celebration has adapted to include reciprocal gift-giving on White Day, a month later.
- The day has a notable economic impact, with businesses capitalising on the sales of chocolates and gifts.
History of Valentine’s Day in Japan
Valentine’s Day in Japan has a unique tradition that distinguishes it from celebrations in many other countries. It was first introduced to Japan in 1936 through a confectionery company’s advertisement aimed at foreigners. However, our widespread observance of Valentine’s Day did not start until the 1950s when a Japanese chocolate company began promoting the giving of heart-shaped chocolates. This marketing campaign drastically shaped our cultural approach to the holiday.
| Decades | Developments in Japan |
|---|---|
| 1930s | Introduction to Japan as a Western tradition. |
| 1950s | Japanese companies start promoting chocolate gift-giving. |
| 1970s | The concept of “giri-choco” (obligation chocolate) emerges. |
| 1980s | “Honmei-choco” (true feelings chocolate) becomes popular, distinguishing between personal and social chocolate gifts. |
In the 1970s, the practice of “giri-choco” was popularised; this involves women giving chocolates not just to romantic interests, but also to male colleagues and friends out of social obligation. Conversely, “honmei-choco,” given to a romantic partner or a crush, symbolises true affection. These customs have evolved and are an integral part of our Valentine’s traditions.
Japan also observes a unique reciprocal holiday on March 14th, known as White Day, where men return the favour to those who gifted them chocolates on Valentine’s Day. This was created by the confectionery industry in the late 1970s and has since become a firmly established part of our Valentine’s Day cycle. I will write a dedicated post on White Day in a month to coincide with the date.
Valentine’s Day Traditions
The day of love is celebrated with unique customs centring on giving various types of chocolates to friends, loved ones, and colleagues.
Giri Choco
Giri Choco, or ‘obligation chocolate’, is typically given to male colleagues and acquaintances to show appreciation in a platonic and non-romantic context. It’s often store-bought and is more about social obligation than personal affection.
Honmei Choco
Conversely, Honmei Choco is ‘true feeling chocolate’ given to boyfriends, lovers, or husbands. These chocolates are either high-quality store-bought or hand-made, signifying deep affection and romantic interest.
Tomo Choco
Tomo Choco, translating to ‘friend chocolate’, is exchanged among friends. It’s a way for women to show their friendship towards each other. The chocolates shared are usually fun and less formal than Giri or Honmei Choco.
Jibun Choco
Lastly, Jibun Choco means ‘self-chocolate’, where women buy chocolates for themselves. This can be seen as an act of self-love, treating oneself to high-quality or favourite chocolates.
| Type of Chocolate | Intended Recipient |
|---|---|
| Honmei-choco | Romantic partner or crush |
| Giri-choco | Friends, colleagues, and relatives |
| Tomo-choco | ‘Friend chocolate’ for close friends |
Valentine’s Day Gifts
In Japan there is an emphasis on the personal touch, as well as a wide selection of store-bought items, when it comes to gifts for Valentine’s day.
Handmade Gifts
Handmade chocolates, called ‘honmei-choco’, are a traditional Valentine’s day gift in Japan. These are usually given to a romantic interest, a boyfriend, or husband, with significant time and effort invested as a sign of true affection. Here’s how they are often presented:
- Chocolate Type: Often fine, dark chocolate (Japanese love dark chocolate!)
- Packaging: Elegant wrapping or customised boxes
- Additional Touches: A handwritten note or a small handmade item
Store-Bought Gifts
For a more casual gift, termed ‘giri-choco’, store-bought chocolates and candies are customary. These are given to friends, colleagues, and sometimes family. Features of store-bought gifts include:
- Variety: Wide range of chocolates, from budget-friendly to luxury brands
- Presentation: Packaged in heart-shaped boxes or adorned with Valentine’s ribbons
Unique Gift Ideas
Beyond chocolates, we often see creativity in gift-giving with unique items such as:
- Baked Goods: Customised cookies with messages
- Fashion Accessories: Boutique items like scarves or ties that reflect individual style
- Hobby-Related Items: Tailored to the recipient’s interests, such as limited-edition figurines or books
Gift-giving in Japan is rooted in expressing care and gratitude, and our selection reflects this cultural importance.
Cultural Significance of Valentine’s Day
In Japan, Valentine’s Day is celebrated with a unique twist that reflects society’s customs and the role of chocolate as a principal gift. Traditionally on this day, it is the women who present chocolates to men; the type of chocolate given holds different meanings.
Japanese Valentine’s Day has carved a distinct cultural space, blending modern commercialism with traditional social customs. It’s a day that has transcended its Western roots, becoming a part of Japan’s cultural fabric as a multifaceted celebration of affection, obligation, and self-love.
Valentine’s Day Impact on Commerce
In Japan, Valentine’s Day presents a significant commercial opportunity. Retailers, confectionery makers, and businesses in related industries see a remarkable increase in sales during this period.
Chocolates
Gifts Other Than Chocolates
- Jewellery
- Accessories
- Greeting cards
Marketing Campaigns Japanese businesses will often launch targeted campaigns to capitalise on this seasonal trend. These efforts result in a marked upturn in advertising spend and creative marketing strategies designed to attract consumers.
Economic Boost The Valentine’s Day effect extends to sectors like dining and entertainment, with restaurants and movie theatres offering special deals. This stimulates spending beyond the retail sphere.
Online Sales The digital marketplace gains momentum as well. The country’s leading e-commerce platforms witness increased traffic, driving more promotions and discounts.
Observance in Pop Culture
February 14th has permeated pop culture with distinctive customs that differ markedly from Western traditions. I find that this occasion is frequently portrayed in various forms of media, including anime, dramas, and films.
Anime and Manga:
- Romantic Plotlines: Valentine’s Day episodes are common, where characters often express their feelings through the giving of chocolates.
- ‘Giri-choco’ and ‘Honmei-choco’: These terms refer to obligation chocolate and true love chocolate, respectively, and are frequently featured as plot points.
Drama Series:
- Valentine’s Day provides a pivotal moment for characters to advance romantic plotlines. Our dramatised relationships often reach a climax during this holiday, intertwining with cultural expectations.
Films:
- The theme of love is explored, with a focus on the tension between traditional Valentine’s customs and personal interpretations of the day.
Video Games:
- We witness special Valentine’s Day events, often with the opportunity to acquire unique in-game items or participate in themed activities.
Music:
- Seasonal songs by popular artists embrace the theme of love and the act of giving during Valentine’s Day.
Advertising:
- Retailers and brands create targeted campaigns, using this day as an opportunity to promote gifting and special offers.
By observing Valentine’s Day through these pop culture lenses, we gain insight into the evolving perceptions and practices that characterise the holiday in Japan.
Frequently Asked Questions
In this section, I will tackle some of the most common questions about Valentine’s Day traditions in Japan, exploring everything from the origins of the celebration to recommended activities in Tokyo.
What traditions are observed during Valentine’s Day in Japan?
On Valentine’s Day in Japan, it is customary for women to give chocolates to men. Yes boys and girls, you read that correctl – ladies give chocolate gifts to men! The chocolates are often categorised into two types: ‘honmei-choco’ for a romantic interest, which is usually handmade, and ‘giri-choco’ for coworkers and friends, which tends to be store-bought.
How did the celebration of Valentine’s Day begin in Japan?
Valentine’s Day was first celebrated in Japan in the late 1950s after a confectionery company began promoting heart-shaped chocolates as a Western tradition. Since then, the celebration has evolved, incorporating unique twists that make it distinctively Japanese.
Can you share some interesting facts about Valentine’s Day in Japan?
One intriguing aspect of Valentine’s Day in Japan is that women not only give chocolates to men but also often buy chocolates for themselves, known as ‘jibun-choco’. Another interesting fact is that Valentine’s Day sales significantly contribute to the annual profits of Japanese chocolate companies.
How do the customs of Valentine’s Day and White Day differ in Japan?
White Day, celebrated on March 14th, is a day when men are expected to return the favour to women who gave them chocolates on Valentine’s Day. The gifts given on White Day are often more expensive and can include jewellery, white chocolate, marshmallows, and cookies.
What types of food are traditionally associated with Valentine’s Day in Japan?
Chocolates remain the central culinary theme of Valentine’s Day in Japan. However, in recent years, there has been a growing trend of non-chocolate sweets, and elaborate, beautifully-presented confectioneries are becoming increasingly popular as gifts.
What activities are recommended for those spending Valentine’s Day in Tokyo?
For a romantic Valentine’s Day, I would suggest a visit to Tokyo Tower or a cruise in Tokyo Bay, followed by a dinner (say a Japanese-style French or Italian restaurant). For chocolate enthusiasts, exploring chocolate shops and attending chocolate-themed events in department stores or districts like Ginza are recommended activities.