Christmas, Halloween, and other events brought to Japan from Europe and the United States are well established in Japan. However, all of them have evolved in a unique way. In this article, I will introduce what kind of event Valentine’s Day is in Japan.
Valentine’s Day in Japan is all about chocolate?
February 14 is Valentine’s Day. It is the same in Japan. In Japan, chocolate is the most common item that comes to mind when people think of Valentine’s Day. Rather than a day for giving flowers or gifts, it is all about chocolate. It is said that the reason why chocolate became a staple of Valentine’s Day was due to the PR efforts of confectionery companies.
Chocolate was imported to Japan around the 1950s, and only took root in Japan around 1970. The leading theory is that confectioners took advantage of Valentine’s Day because chocolate sales decline every February.
A day for women to give chocolate to men
Furthermore, Valentine’s Day in Japan has lost all connection with Christianity. It became established as a day for women to give chocolates to men. It spread, especially among students, as a day for women to confess their love for men as well as to give chocolates.
Later, Valentine’s Day became popularized as a day for women to give chocolates to men. With it, it became customary to give chocolates not only to people in romantic relationships and married couples, but also to male friends and male colleagues.
White Day
On Valentine’s Day in Japan, women give chocolates to men, but it is not a day for men to give chocolates to women. March 14 is called White Day, a day for men to thank women for their chocolates. This was also born around the end of the 1970s from a call by confectionery companies. This is the day when men give cookies, marshmallows, candy, etc. to women. Another feature of this day is that the women to whom men give sweets are limited to those who received them on Valentine’s Day. In other words, it is a day to thank women for Valentine’s Day.
Modern Valentine’s Day
In recent years, the part of the gift given by women to men has been fading. More and more chocolates are sent among family members and friends, regardless of gender. Many people buy them for themselves rather than giving them to someone else.
There is a wide variety of chocolates, from the easy ones available at supermarkets and convenience stores to imported luxury chocolates and handmade chocolates.
Anti-Valentine’s Day
Some companies and schools have banned the giving of chocolate on Valentine’s Day. This is intended to discourage the custom of women giving chocolates to friends and colleagues out of a sense of obligation. Women who have given chocolates expect a thank-you gift on White Day. This also creates a sense of obligation for men to give gifts to women on White Day. For these reasons, some Japanese view Valentine’s Day as a bad thing.
A Chocolate Lover’s Paradise
With Valentine’s Day firmly established, it is said that about 20% of Japan’s annual chocolate consumption takes place on February 14. As Valentine’s Day approaches, special corners can be seen in department stores and supermarkets. Since high-end chocolates sell well during this period, famous chocolatiers from Belgium and other countries come to Japan. In other words, this is the time of year when delicious chocolates from all over the world gather in Japan near Valentine’s Day! Enjoy Valentine’s Day the Japanese way!