Valentine’s Day in Japan
Forget the usual dinner date—Valentine’s Day in Japan is mostly all about chocolate! While Western traditions are slowly making their way in, Japan has its own unique way of celebrating this holiday. Keep reading to discover Japanese Valentine’s Day traditions and how they’re evolving.
The Sweet Tradition of Valentine’s Day in Japan
Unlike many countries where Valentine’s Day involves couples exchanging gifts, in Japan it is centered around chocolate—with women traditionally giving chocolates to the men in their lives. This isn’t just for romantic interests; it’s also a way to show appreciation to friends, colleagues, and family members. However, women don’t go empty-handed. A separate holiday called White Day, celebrated on March 14, is when men return the favor with chocolates and gifts.
From late January until mid-March, beautifully crafted chocolates fill department stores, supermarkets, and convenience stores. For example, Takashimaya in Nagoya dedicates an entire floor to gourmet chocolates from both Japanese and international brands. The variety of chocolates available is shocking.
Types of Chocolate Given on Valentine’s Day in Japan
You might be wondering about the different kinds of chocolate given on Valentine’s Day. Each type carries its own meaning:
Giri-Choco (義理チョコ) - Obligation Chocolate
Giri-choco is often given to coworkers, bosses, or acquaintances to show appreciation for professional relationships. This tradition is becoming less common, especially after companies like Godiva famously ran ads encouraging women to stop feeling obligated to buy it. Some, including myself, argue this was brilliant marketing, but it also reflects a slow cultural shift away from obligatory gifts on this holiday.
Honmei-Choco (本味チョコ) - True Love Chocolate
Honmei-choco is reserved for a romantic partner or crush. Women often put extra thought into these gifts by choosing high-quality chocolates or even making homemade treats. The presentation is just as important as the taste when giving these. The intent is to show a thoughtful approach to choosing or making the chocolates.
Tomo-Choco (友チョコ) - Friendship Chocolate
Tomo-choco is exchanged between friends, especially schoolgirls and young women. It’s a fun, lighthearted way to celebrate friendships with cute, colorful chocolates that are often handmade or thoughtfully selected.
Jibun-Choco (自分チョコ) – Chocolates for Yourself
Who says Valentine’s Day is only for others? Jibun-choco is chocolate you buy for yourself, and with so many options available, it’s hard to resist! Treating yourself to luxury chocolate is a trend that’s growing in popularity and reflects the idea that self-love is just as important. So, don’t forget yourself when you are getting all of your Valentine’s Day chocolate in Japan!
How White Day Complements Valentine’s Day
White Day on March 14 is the counterpart to Valentine’s Day. Traditionally, men return the favor by giving chocolates, sweets, or even jewelry to women who gave them chocolates. Sometimes teachers, women, and other people return chocolate on that day as well. While chocolate remains the popular choice, modern trends include gifts like accessories, flowers, and personalized items. Interestingly, younger couples are beginning to exchange gifts on both Valentine’s Day and White Day, blending Western influences with Japanese customs.
No matter the reason for buying chocolates, Valentine’s Day in Japan is a unique celebration of both love and appreciation. With so many beautiful chocolates to choose from, it’s the perfect time to try new flavors. Have you experienced Valentine’s Day in Japan or discovered any must-try chocolates? Share your favorite finds and thoughts in the comments!
