Valentine’s Day is a time for love and gift-giving worldwide, but in Japan, the tradition has a unique twist. Unlike in Western countries where men often buy chocolates and flowers for their loved ones, in Japan, women take the lead.
On February 14th, women give chocolates to men, and a month later, on White Day, men return the favor. This custom makes Valentine’s Day in Japan a fascinating cultural event that stands apart from other celebrations of love. Keep reading to learn more about this unique tradition!
The Origins of Valentine’s Day in Japan
Valentine’s Day in Japan started in 1935 when Morozoff, a chocolate brand run by a Russian in Kobe, introduced heart-shaped chocolates to promote the tradition. Since chocolate was uncommon in Japan, the company advertised to foreigners, but the idea did not catch on with locals.
After World War II, as sugar became more popular, an employee at Mary’s Chocolate in Shibuya saw Valentine’s Day as a marketing opportunity. In 1958, the company held Japan’s first Valentine’s Fair, but sales were poor. The next year, they introduced personalized chocolates with engraved names, which became a success.
How Do People in Japan Celebrate Valentine’s Day?
On February 14th, Japanese women give chocolates to various people in their lives, not just their romantic partners. The type of chocolate given depends on the nature of the relationship:
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Honmei Choco (“True Feeling Chocolate”): Handmade or high-quality chocolates given to romantic partners or someone special.
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Giri Choco (“Obligation Chocolate”): Affordable chocolates given to male coworkers, bosses, or acquaintances as a social courtesy.
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Tomo Choco (“Friend Chocolate”): Chocolates exchanged between female friends to celebrate friendship.
In this tradition, women give gifts first, and men are supposed to give a gift in return one month later.
White Day: A Time for Men to Give Back
White Day, celebrated on March 14th, was introduced in the 1980s by Japanese candy companies as a way for men to return the favor. The holiday is named after the color white, symbolizing purity and sincerity. On this day, men who received chocolates on Valentine’s Day are expected to give gifts in return, often at double or triple the value of what they received. Popular White Day gifts include:
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White chocolate
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Marshmallows
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Jewelry
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Flowers
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Perfume
Failing to give a return gift can be seen as rude, while giving chocolates of equal value may imply a lack of romantic interest.
How Are Valentine’s Day Traditions Changing?
The tradition of giving chocolates is still strong, but things are changing. Some women feel pressured to buy chocolates for male coworkers—so some companies have banned "Giri Choco" to reduce stress. Now, more women buy chocolates for themselves or close friends. Also, some men give chocolates on Valentine’s Day instead of waiting for White Day.
Fun Facts About Valentine’s Day in Japan
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More than half of Japan’s chocolate is sold around Valentine’s Day. Many people buy chocolates in early February because of this tradition.
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Handmade chocolates (honmei choco) are the usual gift for someone special. Women often make chocolates for loved ones to show they care. Store-bought chocolates (giri choco) are usually given to friends or coworkers.
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South Korea has a day for singles called "Black Day." On April 14th, people who didn’t get a Valentine’s gift eat black bean noodles (jajangmyeon) together.
Final Thoughts
Valentine’s Day in Japan offers a unique and heartwarming approach to love and gift-giving. From its origins as a marketing campaign to becoming a beloved tradition, it continues to evolve with changing times. Whether you follow the classic customs or create your own way of celebrating, the essence remains the same: cherishing and appreciating the people who matter most.
If you want a special and practical gift instead of chocolates, try Imabari towels. These soft, high-quality Japanese towels are a great way to show love and care. Check out our collection and find the perfect gift!