Valentine’s Day in Japan

While Japan recognizes Valentine’s Day, the way in which it is recognized is quite different than in the West.

In Japan, it is only the women who give presents (mainly chocolates) to men on Valentine’s Day. Japanese women are usually too shy to express their feelings. (Though it might not be so true nowadays.) Therefore, Valentine's Day was thought to be a great opportunity to let women express their feelings. However romantic this may sound, the real story is that this is a custom that smart chocolate companies created to boost their sales, and it has been very successful. Reports say that the chocolate companies in Japan sell more than half of their annual sales during the week before Valentine's Day.

The chocolates that women give out are generally of two types. One type is "Giri-choko (obligation chocolate)." "Giri-choko" is the chocolate given to men such as bosses, colleagues or male friends that women have no romantic interest in, just for friendship or gratitude. The concept of "giri" is very Japanese. It is a mutual obligation that the Japanese follow when dealing with each other. If someone does a favor for you, then you feel obligated to do something for that person in return.

When women give chocolates to their loved ones, "true love" chocolates are called "Honmei-choko."

The Valentine's Day vogue of today had its beginnings in 1936 and 1952 when a Kobe confectionery, Morozoff, utilized their shrewd commercialism in making the most of this custom. It began with a campaign for women to give chocolates to the man in their heart. In 1958, a Tokyo confectionery took up this campaign and the custom became an instant hit among young women.

Men are supposed to return gifts to women on a day called "White Day" (March 14th), another Japanese creation from the chocolate companies. This day was created around 1975. Many men see this as being quite unnecessary.

White Day chocolates are often white or some color other than brown. The story goes that changing the chocolates from brown to another color would prevent frugal men from simply keeping the Valentine’s Day chocolates and recycling them back to the women that initially gave them Valentine’s Day chocolates. On White Day they also sell cakes and other confectioneries.

As for Valentine’s Day cards, sending a Valentine's cards is not common in Japan, and the phrase "Happy Valentines" is not widely used. However, "Merry Christmas" and "Happy Birthday" are widely used.