Ultimate Guide to Valentine's Day in Japan



February 14th is a special day when couples go out for fancy dinners or confess their love to each other. It is also when men give gifts such as bouquets and jewelry to their significant other. In Japan, however, things are a bit different.

Valentine’s Day in Japan is also a time for confessing love, but unlike in America and other countries, it’s women who give gifts and confess their love to men. In recent years, Valentine’s Day has become a social event where women give gifts to others as a sign of gratitude and respect.

Another key difference between Japanese and Western Valentine’s Day is the type of gift given. Instead of the usual roses and bouquets, Japanese women give special kinds of chocolate.

In this article, we will learn more about Japan’s version of Valentine’s Day. We’ll check out how it started in the country, how the Japanese celebrate it, and the different types of chocolates given during the occasion. We will also learn some Japanese phrases used during Valentine’s Day.

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Does Japan Celebrate Valentine’s Day?

Japan is known for adopting and celebrating many international traditions. They celebrate Halloween, Christmas, and of course, Valentine’s Day. However, almost all imported events have their own twist making them unique to Japan.

In this case, Japan’s version of Valentine’s swaps the roles of men and women. Men, who are usually expected to be the ones pursuing their love interest by giving gifts and treating them on a date, don’t do much during Japanese Valentine’s. Instead, women take action by confessing their feelings and giving gifts to their love interests.

Japanese Valentine’s is a special event since it helps Japanese women show their genuine feelings to others. Japanese women are known to be shy or to hide their true feelings from others. With Valentine’s, Japanese women can finally confess to their crushes or show gratitude to the people who help them in their daily lives.

Valentine’s Day in Japan is also known as the season for chocolates. During Japanese Valentine’s, department stores and shops stock lots of chocolates for this special occasion.

There are chocolates with extravagant packaging available in stores. There are also special collaboration Valentine’s chocolates from famous Japanese brands and limited edition chocolates that you can only buy during this occasion.

In addition, there are large expos showcasing the creativity and exquisite products of different chocolate manufacturers from different countries. The ‘Valentine’s Day Chocolate Expo‘ is the biggest annual chocolate showcase event held by the Hankyu Department Store.

Over 3000 sweets from 300 different brands are usually showcased during the event. Various restaurants and hotels also hold chocolate buffets during Valentine’s season. In short, despite not being an officially recognized holiday, Valentine’s is a big deal in Japan.

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History of Valentine’s Day in Japan

It isn’t clear how Valentine’s started in Japan. Different companies argue they were the first to bring the holiday to the country. Most Japanese sources believe Valentine’s Day was first introduced to Japan in the 1930s by Morozoff Ltd, a Kobe-based confectionery.

During the 1930s, the idea was to adopt western style traditions to attract foreign customers. However, Valentine’s at the time was not targeted toward Japanese locals.

It wasn’t until the 1950s and 1960s that the Valentine’s Day tradition started fully kicking off in Japan. During this period, large Japanese department stores started campaigns encouraging Japanese women to buy heart-shaped chocolates for their husbands, boyfriends, or crushes.

The popularity of Valentine’s Day helped post-war Japan’s efforts to restore its economy. This period was also when Japan adopted western traditions to help the country transition into the modern age.

The various Valentine’s Chocolate Expos held in the country fully sealed Valentine’s Day as a Japanese tradition. To this day, fairs that showcase different chocolates are still popular.

 

How Does Japan Celebrate Valentine’s Day?

Like its international counterpart, Valentine’s Day in Japan happens on February 14th. During Japanese Valentine’s, women give heart-shaped chocolates to their special someone. The Japanese refer to this act as ‘Kokuhaku‘ (confession).

Japanese women openly confessing their feelings to men was considered taboo in the past. However, in post-war Japan, many cultural changes occurred. One such change was how Japanese men and women interacted. With the popularity of Valentine’s, Japanese women could confess their love without being judged or criticized by others.

In recent years, Valentine’s has evolved and is no longer exclusive to those who wish to confess their romantic feelings. Today, Japanese women are also encouraged to give their friends and loved ones chocolates to show appreciation.

In addition, in offices and workplaces, women are encouraged to give chocolates to coworkers and bosses as a sign of respect and gratitude. It isn’t a strict requirement but somewhat of an unspoken rule.

Unlike in other countries, couples don’t usually go out on dates or buy expensive jewelry. The Japanese usually do these on Christmas Eve. However, couples are free to do so if they wish to celebrate a more western style Valentine’s Day celebration.

Also Read: Ultimate Guide to Christmas in Japan

 

Unlike other Japanese celebrations, such as Christmas, most theme parks don’t normally hold big events during Valentine’s. However, some theme parks, such as Sanrio Puro Land, usually hold special Valentine-themed events.

There are also other places, such as Tokyo Skytree, that offer special activities during the occasion. Tokyo Skytree has offered an ice skating rink for couples in the past.

Some Japanese residents also like praying in shrines for good luck in their love life during Valentine’s. Some shrines that locals believe grant love-related wishes include Imado Shrine (Tokyo), Hikawa Shrine (Saitama), and Koi no Ki Shrine (Fukuoka).

 

Why Do Women Give Chocolates During Valentine’s?

One thing non-Japanese readers are certainly curious about is why the roles of men and women are reversed on Japanese Valentine’s Day. While there is no definitive reason, several events influenced modern Japanese Valentine’s.

During the 1950s to 1970s, the Japanese adopted Western cultural influences. One such influence was the 1960s feminist movement. Western women inspired Japanese women to take risks and take the initiative to start their relationships.

Another possible explanation can be found in the early Japanese Valentine’s advertisements. While there is no concrete evidence, it is said that one of the companies selling heart-shaped chocolates mistranslated western Valentine’s. Instead of men giving chocolates to women, they advertised Valentine’s as an opportunity for women to give chocolates to men.

However, it made more sense to target Japanese women rather than men in the coming years for Valentine’s. Since women were primarily the ones who shop at department stores, it made perfect sense to make them their target market for Valentine’s.

 

Japanese Valentine’s Day Chocolates

As we covered earlier, Japanese chocolate and candy companies initially helped bring Valentine’s to Japan to sell more of their products. However, chocolates have become somewhat of a special item to Japanese women. After all, they embody their true feelings.

Given how special chocolates are during Japanese Valentine’s, different types of chocolates have different meanings. Some chocolates are meant to signify gratitude and respect towards others, while there are chocolates that are reserved for their one true love.

Generally, there are two major types of Japanese Valentine’s chocolate, ‘Giri-choco‘ and ‘Honmei choco‘. In the past decades, more chocolate types have been made for different kinds of people.

During the early years, companies sold Valentine’s Day chocolate exclusively in shops and department stores. However, some time in the modern era, Japanese women started giving out homemade chocolates.

It could be implied that homemade chocolates are purer and help to convey emotions better. They are also one of a kind and cannot be simply bought at stores. Today, homemade chocolates and chocolates bought from department stores are given on Japanese Valentine’s Day.

Make Japanese Valentine’s Chocolates at Home!

 

Types of Valentine’s Day Chocolates in Japan

Honmei-Choco and Giri-Choco

Giri-choco‘ (義理チョコ) translates to obligatory chocolate/obligation chocolate. This type of chocolate is given to male coworkers, superiors, teachers, or senpai as a sign of respect, friendship, gratitude, and indebtedness.

Japanese women don’t give Giri-choco as a sign of romantic interest. Instead, they are given to help maintain a harmonious relationship within the workplace, school, or club. The act of maintaining a good relationship with others is a Japanese virtue that you can observe in other Japanese traditions, such as in Oshōgatsu (Japanese New Year).

Also Read: Ultimate Guide to Japanese New Year – Oshōgatsu

 

Given that Japanese women give Giri-choco to multiple people, most Japanese women tend to go for common and low-priced Japanese chocolate brands. Some famous brands for Giri-choco include Kit-Kat Japan and Black Thunder.

Honmei-choco‘ (本命チョコ), on the other hand, translates to ‘true love chocolate‘. Japanese women reserve these chocolates for people with whom they have a romantic interest or relationship, such as husbands, boyfriends, or crushes.

Compared to Giri-choco, Honmei-choco is meant to be more special. Thus, Japanese brands offering Honmei-choco tend to charge more for their products. Japanese women also prefer making homemade chocolates, cakes, and cookies to show their affection.

Japanese women tend to go for high-end Japanese chocolate brands with luxurious packaging for Honmei-choco. Some examples of Honmei-choco include Godiva and Mitsukosi Isetan‘s offerings.

Buy Godiva Honmei Chocolates

 

Other Japanese Valentine’s Chocolates

In modern times, the types of chocolates have expanded. ‘Tomo Choco‘, which translates to ‘friend chocolate‘, is given to female friends. And in recent times, Japanese men also buy Tomo Choco for their friends.

Fami Choco‘, which translates to ‘family chocolate‘, has also been introduced. As its name implies, it is given to male family members, such as the husband, father, son, brother, etc.

Mothers and daughters typically make homemade chocolate or buy chocolate that the whole family can enjoy. This type of chocolate allows family bonding making Valentine’s an event that families and children can enjoy.

My Choco/Jiko Choco/Gohobi Choco‘ is a type of chocolate purchased for one’s self. Gohobi Choco roughly translates to ‘treat chocolate’. So, in other words, this type of chocolate is purchased to treat oneself for working hard.

And lastly, ‘Gyaku Choco‘, which translates to ‘reverse chocolate‘, is meant for men who wish to confess their love during Valentine’s. While it is uncommon for men to give chocolates and gifts during Japanese Valentine’s Day, some Japanese men take the initiative, making their role reversed to traditional Japanese Valentine’s.

 

Japanese Valentine’s Day Limited Edition Goods

Japanese companies are known for offering seasonal goods. During Valentine’s Day, Japanese chocolate companies often collaborate with popular Japanese brands to create truly unique merchandise.

Famous Sanrio characters, Hello Kitty and My Melody, have teamed up with the Belgian chocolatier Godiva to make limited edition Valentine’s chocolates. These chocolates have special packaging and designs featuring Hello Kitty and My Melody.

Pokémon is also known for releasing special Japanese Valentine-themed goods. In 2022, they released a special chocolate box set based on popular characters from the Pokémon franchise, including Pikachu, Eevee, Snorlax, Ditto, and more.

Pokémon Center Japan has also offered prewrapped treats and plushies. In the past, the company has offered a special Pikachu and Eevee plushie holding a heart.

Other anime franchises have also joined the fun. In 2022, Kimetsu no Yaiba (Demon Slayer) also released Valentine’s Day cake and macarons.

Starbucks is another popular international brand that offers Japan-exclusive seasonal items. In 2021, Starbucks Japan offered limited edition Valentine’s Day drinkware.

 

White Day Japan

For non-Japanese readers, Japanese Valentine’s might seem unfair to women. However, this is not the case. In Japan, there is a special day called White Day that allows men who received chocolates and gifts during Valentine’s to return the favor.

White Day is often called the ‘Reverse Valentine’s Day‘ in Japan since the roles are reversed. In addition, instead of being mainly chocolate, other gifts are also given. Some famous examples include marshmallows, white cakes, and other sweets.

In many ways, White Day is the second part of Japanese Valentine’s Day. Japan’s White Day has also spread to other East Asian countries, such as South Korea and China.

 

Japanese Valentine’s Day Phrases

If you’ve had someone in mind as the recipient of some of your own honmei-choco or a kokuhaku confession, here are some Japanese phrases for you to use this Valentine’s Day!

日本語 JP EN
あなたの事を愛しています。 Anata no koto o aishite imasu. I love you.
あなたは私にとって、とても大事な存在です。 Anata wa watashi ni totte, totemo daiji na sonzai desu. You mean so much to me.
バレンタインを一緒に過ごしてくれる? Barentain o issho ni sugoshite kureru? Will you be my Valentine?
君はとても美しいよ。 Kimi wa totemo utsukushii yo. You’re so beautiful.
私は、友達以上としてあなたのことを考えている。 Watashi wa, tomodachi ijō to shite anata no koto o kangaete iru. I think of you as more than a friend.
百個のハートでも、君を愛しているというのは表現しつくせない。 Hya-kko no hāto demo, kimi o aishite iru to iu no wa hyōgen shi tsukusenai. A hundred hearts would be too few to carry all my love for you.
「愛」はただ単に「愛」である。説明なんてできない。 “Ai” wa tada tan ni “ai” de aru. Setsumei nante dekinai. Love is just love. It can never be explained.
あなた、とてもハンサムですね。 Anata, totemo hansamu desu ne. You’re so handsome.
私はあなたに一目惚れした。 Watashi wa anata ni hitomebore shita. I’ve got a crush on you.
あなたは私により良い男になろうと思わせてくれた。 Anata wa watashi ni yori yoi otoko ni narō to omowasete kureta. You make me want to be a better man.
どんな事も愛情をもってやりなさい。 Donna koto mo aijō o motte yarinasai. Let all that you do be done in love.
あなたは私の太陽、そして愛です。 Anata wa watashi no taiyō, soshite ai desu. You are my sunshine, my love.
言葉であなたへの愛情は言い表せられない。 Kotoba de anata e no aijō wa iiarawasenai. Words can’t describe my love for you.
私たちは一緒になる運命だったんだ。 Watashi-tachi wa issho ni naru unmei datta n da. We were meant to be together.
これを読んでいる時に誰かの事を考えているなら、あなたは恋に落ちているに違いない。 Kore o yonde iru toki ni dareka no koto o kangaete iru nara, anata wa koi ni ochite iru ni chigainai. If you were thinking about someone while reading this, you’re definitely in love.

 

Well, now you know all about Valentine’s Day in Japan, and even have some Japanese sayings to confess to that special someone!

Even if you don’t have someone who makes your heart beat faster right now, why not try making some Valentine’s Chocolate of your own to spread the love this February?

Wishing everyone a Happy Valentine’s Day!

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