St. Valentine's day ~ giving Chocolate day~

by NORIKO - Japan Licensed Guide
(1) Reviews

Feb.14th  is St. Valentine's Day.  In Japan, there is a  unique custom on this day.  Women give choclolates to men.   Why chocolates? 

In the past,  it was  shameful for  women to confess their love to men.  Women should wait men's confession.  But in 1970's,  chocolate companies  began a big promotion to encourage women to express love to men by giving chocolates.  This custom was gradually widespread.  I remember a  TV commercial featuring The Valentine's Day.   A high school girl gave a boy  heart-shaped chocolate.  With the famous musician's backgroud music, the CM became very popular. Actually some of my friends at the primary school gave the the heart-shaped chocolate to boys  on the Valentine's day.  (Even children could buy it because it was just 100yen.)St. Valentine's day  ~ giving Chocolate day~

Valentine's chocolate gift has become a huge market in Japan.  During the  period , shops have special displays and  sell  Valentine's special gift boxes.  The total sales for this event reaches 50 billion yen! 

St. Valentine's day  ~ giving Chocolate day~

Today, there are three types of chocolate gifts.  The first one is 'honmei-choco or real love chocolate ' given to those men whom women really love.    The second one is 'giri-choco or obligation chocolate' given to co-workers,  bosses, and business clients.  The third one is 'tomo-choco or friend chocolate' exchanged with thieir friends. 

St. Valentine's day  ~ giving Chocolate day~

Other than buying  chocolates as a gift to others,  we buy chocolates for ourselves.  The Valentine's Day is  once-a-year opportunity to buy  'special choclolates'.  Not only confectionary companies and chocolatiers in Japan but also oversea's famous counterparts praticipate in Japan's Valentine's Day.  So from the mid-January through mid-February, we can enjoy world's famous, artistic, and delicious  chocolates here in Japan.  

 St. Valentine's day  ~ giving Chocolate day~

One month after the Valentine's Day,  there is another gift-giving day called White Day.  On Mar. 14th,  those who recieved chocolate will give gifts in return.  It was also promoted by confectionary companies after 'chocolate giving custom' had been well recognized by Japanese people. As reciprocity is very important in Japan, the custom was soon widspread.  Around Mar.14th,  sweets shops in the  department stores,  we can find many men buy gift boxes.  It is a strange and intersting sight of this season. 

St. Valentine's day  ~ giving Chocolate day~

Thank you for reading.


Did you like my article?

You can send me a message to get a customized itinerary and quotation for an unforgettable experience. Let's explore Japan Together.

I'll be waiting for you, so please check my profile and get your trip plan now


Licensed Guide
(1) Reviews

Related Blogs

Seijin-no-Hi ~Coming of Age Day~ and Furisode kimono.

The second Monday of January is a National Holiday of Seijin-no-hi, or Coming of Age Day.   The age of adult in Japan is 20 years old.  Afte...

Grand Sumo Tournament ~Let's enjoy Japan's traditional sports~

 The Grand Sumo Tournament started on  Jan. 13th and will last 27th.   Sumo has more than 1000 years history and was closely related to  Shi...

Setsubun ~bean throwing ceremony~

Feb.3rd.  is Setsubun, literally means dividing preiod.  It is the day before the first day of spring.   A popular seasonal event is held ...

Job hunting season for students

These days, we find a lot of young people in black suits walking at stations  in business districts.  They check a mobile phone seriously an...

Happy New Year! ~ New year's card ~

Happy New Year 2019!  Let me express the greetings of the season.   Like  Christmas cards in western countries, we have New Year cards  in ...

15 Most Popular Foods You Have To Eat In Japan (2020)

by Ro
As many of you already know, Japan is famous for its wonderful and unique cuisine. But when we think about Japanese food, the first thing th...

Tours by Guide

Plan your trip to Japan with NORIKO

Chat with a local tour guide who can help organize your trip.
Send a message

Recent Tour Reviews

“ our tour was short but truly memorable ”

1 year ago Traveler: Michelle -   Tour Guide: NORIKO

We had a wonderful time going around with Noriko. She was patient and helped us make a tour suited for the family. We went around Tsukiji Market and was able to eat some really good fresh seafood. My little girl was able to wear a Kimono around Asakusa and spend the day like a cute little Japanese Girl. We wish we had more hours and days to go around with her. I think going around other par...
read more

Related cities