Valentine’s Day in Japan has evolved from a tradition where women gave chocolates to men into a celebration with various customs, from giri-choco (obligation chocolates) to honmei-choco (true love chocolates) and self-indulgence chocolates. The meaning behind the day continues to change, with less emphasis on obligations and more focus on self-love and friendships. Let’s explore the unique customs of Valentine’s Day in Japan together!
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Table of Contents
Chapter 1: Tradition of Japanese Valentine’s Day
In Japan, women give chocolates or small gifts to men on Valentine’s Day. This tradition is slowly changing, but it is still different from how other countries celebrate. Valentine’s Day in Japan has a unique history and customs that many foreigners find interesting.
According to the Japan Chocolate & Cocoa Association, this custom started in the 1950s. A chocolate company put up a handwritten “Valentine’s Sale” sign at Isetan department store in Shinjuku. The next year, they promoted the idea that “women give chocolates to men.” In the 1960s, the confectionery company Morinaga started selling more chocolates during Valentine’s season. Over time, this idea became popular, and women giving chocolates on Valentine’s Day in Japan became a common tradition.
Chapter 2: How Chocolate Giving Has Changed Over Time
On Valentine’s Day in Japan, chocolates now come in many forms, not just from women to men. Over time, different ways of giving chocolates have become more popular.
Giri-choco (義理チョコ) – Obligation chocolates
Women give these chocolates to bosses, colleagues, or people they appreciate, but not in a romantic way. Many companies have gradually moved away from this tradition, as it can create a sense of pressure for both the giver and the receiver.Honmei-choco (本命チョコ) – True love chocolates
Women give these chocolates to romantic partners to express their deep feelings and affection.Tomo-choco (友チョコ) – Friendship chocolates
Friends, especially women, exchange these chocolates as a fun way to celebrate.Jibun-choco (自分チョコ) – Self-indulgence chocolates
Many people buy these chocolates as a treat for themselves or simply to try the limited-edition flavors. During this season, many brands release special flavors.
Chapter 3: Latest Trends in Valentine’s Day
A survey of 200 women aged 20 to 50 asked who they give Valentine’s chocolates to. The results showed that 117 women give chocolates to their husbands, followed by parents, friends, or themselves. Only 30 women mentioned giving chocolates to colleagues, showing that giri-choco (obligation chocolates) is becoming less common.
