In Japan, Valentine’s Day is a special occasion where women traditionally give chocolate to men. Unlike in Western countries, where both men and women exchange gifts, Japan has its own unique customs. In recent years, the celebration has evolved beyond just romantic relationships, with people giving chocolates to friends, family, and even their favorite celebrities or fictional characters.
This article explores the history of Valentine’s Day in Japan, the different types of chocolates, the latest trends, where to buy chocolates, and the concept of White Day, which follows a month later.
1. Why Do Women Give Chocolates on Valentine’s Day in Japan?
The tradition of women giving chocolates to men on Valentine’s Day started in Japan in the 1950s. It was popularized by chocolate companies through marketing campaigns that encouraged women to use the day as an opportunity to express their feelings. Over time, this unique interpretation of Valentine’s Day became widely accepted and continues today.
While romantic love remains a key focus, the custom has expanded to include friendships, family relationships, and even “oshi choco” (chocolates given to favorite celebrities, idols, or fictional characters).
2. Different Types of Chocolates Given on Valentine’s Day
The type of chocolate given depends on the relationship between the giver and the recipient. Here are some of the most common categories:
Honmei Choco (True Love Chocolate)
This is given to romantic partners or someone special. Women often choose high-end chocolates from luxury brands or make homemade chocolates to express their feelings.
Giri Choco (Obligatory Chocolate)
These are given out of courtesy to colleagues, bosses, or acquaintances. While it was once common in workplaces, many companies have started to move away from this tradition to avoid unnecessary pressure on employees.
Tomo Choco (Friendship Chocolate)
These chocolates are exchanged between friends, especially among women. Cute, colorful, and Instagram-worthy chocolates are popular choices.
Family Choco (Chocolates for Family Members)
Many people give chocolates to their fathers, siblings, or even grandparents as a token of appreciation. Large packs or individually wrapped chocolates are common choices.
Oshi Choco (Fan Chocolate)
Fans buy or even create chocolates inspired by their favorite idols, anime characters, or celebrities as a way to show their support.
3. Where to Buy Valentine’s Day Chocolates in Japan
1. Department Store Valentine’s Day Fairs (Best for Luxury Chocolates and Special Gifts)
From mid-January to February 14, major department stores in Tokyo hold Valentine’s Day fairs, offering exclusive chocolates from domestic and international chocolatiers. These events feature limited-edition chocolates and are perfect for those looking for something special.
Popular department stores in Tokyo for Valentine’s Day shopping:
- Isetan Shinjuku – Hosts the famous “Salon du Chocolat” with premium international brands.
- Mitsukoshi Nihombashi – Offers a sophisticated selection of luxury chocolates.
- Takashimaya Nihombashi – Features unique chocolates with traditional Japanese flavors.
These stores carry famous brands like Pierre Hermé, Jean-Paul Hévin, and Godiva, making them ideal for selecting high-quality gifts.
2. Supermarkets and Convenience Stores (For Affordable and Casual Gifts)
During the Valentine’s season, supermarkets and convenience stores set up special sections dedicated to chocolates, making it easy to grab last-minute gifts. Many well-known chocolate brands release Valentine’s-themed packaging, making them perfect for giri choco or casual exchanges.
3. Homemade Chocolates (For a Personal Touch)
For those who want to add a personal touch, homemade chocolates are a great option. Baking supply stores and 100-yen shops offer easy-to-use kits that make the process fun and simple, even for beginners.
4. What is White Day? The Tradition of Giving Gifts in Return
The Origin of White Day
White Day, celebrated on March 14, is a uniquely Japanese tradition where men return the favor by giving gifts to those who gave them chocolates on Valentine’s Day. This custom was introduced by the confectionery industry in the 1970s and has since become an established part of the holiday cycle.
Common White Day Gifts
While chocolates are still a popular choice, other sweets and non-food items are also common:
- Chocolate – The simplest way to reciprocate a Valentine’s gift.
- Cookies – Often seen as a friendly and neutral option.
- Candy – Sometimes associated with affection, making it a good choice for romantic interests.
- Macarons – A premium and stylish alternative.
- Tea or Coffee – A thoughtful option for those who prefer something other than sweets.
Do You Need to Give a Return Gift for Giri Choco?
In some workplaces, the tradition of returning a gift for giri choco is still practiced. To keep things simple, individually wrapped cookies or small sweets are a good option. However, as the trend of giri choco declines, not everyone feels obligated to participate in White Day anymore.
5. Conclusion
Valentine’s Day in Japan has evolved over the years, from a day focused on romantic confessions to an occasion for expressing appreciation to friends, family, and even one’s favorite celebrities. A month later, White Day provides an opportunity to return the favor with chocolates or other gifts.
Whether you’re planning to give chocolates to someone special, exchange sweets with friends, or simply enjoy the seasonal treats, Valentine’s Day is a fun and meaningful time in Japan.
What kind of gift will you choose this year? Have a wonderful Valentine’s Day and White Day!
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