Valentine’s Day is celebrated annually on February 14th around the world including Japan. In many parts of the world, Valentine’s Day is a special occasion for couples to express their feelings for one another with romantic dates and meaningful gifts.
Valentine’s Day in Japan is very different from what people are familiar with, there is also a tie-in event called White Day that falls a month later. Besides, Valentine’s gifts in Japan also have different meanings.
Table of Contents
- The Beginning of Valentine’s Day in Japan
- Valentine’s Day in Japan - How is it celebrated?
- Valentine’s Day and White Day in Japan
- Different Types of Valentine’s Chocolate in Japan
The Beginning of Valentine’s Day in Japan
Origin of Valentine’s Day
There are many different theories about the origins of Valentine’s Day, and since it happened such a long time ago, there is no way to ascertain which one is the true origin.
One theory is that Valentine’s Day originates from a priest named Valentine who lived during the reign of Emperor Claudius II. At that time, the Roman Empire consigned many men to fight wars. Many men did not want to join the army to be away from their wives and families. Therefore, the Emperor banned engagements and weddings so single young men would join the army. In defiance of Emperor Claudius II, Priest Valentine secretly performed marriages for young couples. When he was discovered, he was sentenced to death.
Another theory is that Valentine was imprisoned after helping Christians escape from prison. He had fallen in love with his jailor’s daughter who visited his cell. His last words to her, in the form of a letter, was signed “From your Valentine”.
There is also belief that Valentine’s Day was originally a Pagan fertility festival celebrated in February - Lupercalia.
※ History.com, “History of Valentine’s Day” [2024.01.19]
How Valentine’s Day Started in Japan
Many Western holidays celebrated in Japan are commercialized, introduced in Japan to encourage spending and boost sales but no less fun, and Valentine’s Day is no exception.
Valentine’s Day was first introduced to Japan in 1936 by Morozoff Ltd., a Kobe-based confectionery company that first started out as a chocolate shop in 1931. It was an advertising strategy targeted at foreign nationals, with an ad posted in an English newspaper that read, “Let’s give chocolates to your Valentine”. It can be said that Kobe is the birthplace of Valentine’s Day in Japan.
Additionally, in 1958, a chocolate company called Mary Chocolate Co., Ltd held a “Valentine’s Fair” in a Tokyo department store. The profits from the fair was a measly 170 yen for 3 bars of chocolate and a message card. They persisted, and held Valentine’s events in following years.
Since then, many chocolate and confectionery companies in Japan have taken advantage of Valentine’s Day to boost their sales for the year. Creative advertising strategies include limited time Valentine’s Day chocolate fairs, cute and beautiful Valentine’s limited packaging, and Valentine’s set gifts.
Writer's Pick
Valentine’s Day in Japan - How is it celebrated?
The celebration of Valentine's Day in Western countries and Japan shares a common theme of expressing love and affection, but there are notable differences in how the two cultures observe this day.
The below table summarises the key differences between Western and Japan Valentine’s Day.
|
Western Valentine’s |
Japan Valentine’s |
|---|---|
|
A romantic day for couples. |
A romantic day for couples, a day to confess one’s |
|
Men give to women, or mutual exchange |
Women give to men, and men reciprocate on |
|
Greeting cards, flowers (especially roses), |
Chocolates with different meanings attached, |
|
Romantic dinner, date or special outing for |
Only gifts of chocolate, but some couples may |
Valentine’s Day and White Day in Japan
Due to how it began, Valentine’s Day in Japan is synonymous with chocolate. Valentine’s Day in Japan differs from other countries in that typically women give chocolates to men. You may find this unfair, but one month after Valentine’s Day is White Day, when recipients of Valentine’s chocolate reciprocate the gift.
What is White Day?
White Day is a Japan-only event that falls a month after Valentine’s Day on March 14th. It is a day to reciprocate with a gift to someone who gave you Valentine’s chocolate. White-themed gifts like white chocolate and marshmallows are given, but practical gifts have become common these days.
There is no obligation to return a gift, but it is a nice gesture. During Japan’s bubble period, there was even a popular saying「ホワイトデーは3倍返し, Howaito De- wa sanbai kaeshi」 that means “3x the value [of the Valentine’s gift] for White Day”.
Different Types of Valentine’s Chocolate in Japan
Valentine’s Day in Japan is not just for couples, but also family, friends, and acquaintances. There are different “types” of chocolate given out.
Honmei Choco - for crush or lover
Honmei Choco (本命チョコ), aka “Genuine Feelings Chocolate”, are Valentine’s chocolates that Japanese girls and women prepare for the person they have romantic feelings for. A common trope in Japanese media is confessing to a crush with Honmei Choco.
Giri Choco - for colleagues, superiors, acquaintances
Giri Choco (義理チョコ) are “Obligatory Chocolate” given to male colleagues, superiors, and acquaintances (classmates, etc.) that have no romantic connotations attached to them.
Fami Choko - for family members
Fami Choko (ファミチョコ) are “Family Chocolate” given to family. Not just to fathers, they can be given to all family members regardless of gender.
Tomo Choco - for friends
Tomo Choco (友チョコ) are “Friendship Chocolate” given to friends, usually from female to female.
Gyaku Choco - from male to female
Gyaku Choco (逆チョコ) are “Reverse Chocolates” given by males to females, a reverse of the usual Valentine’s custom in Japan, as a declaration of love.
Jibun Choco / My Choco - for yourself
Jibun Choco (自分チョコ), or My Choco (マイチョコ), are “Self Chocolate”, or “My Chocolate”, given to yourself. It is a growing trend in recent years to promote self-appreciation that also makes for a good excuse to treat yourself to some chocolate!
💝 Valentine's Day is coming soon. Have you prepared chocolates for your special someone? Valentine's Day is...
Posted by WeXpats on Monday, February 5, 2024
To Close
What do you think about Japan’s unique approach to Valentine’s Day? Is it something you can get onboard with? Classic Valentine’s chocolates given in Japan include chocolate ganache cake, nama chocolate, chocolate muffins, chocolate cookies, and the like. There are many Japanese chocolate brands, some premium, but for an extra special touch, homemade chocolate is also popular.
