Valentine’s Day in Japan? Oh, you bet! But hold on—this isn’t your usual flowers-and-dinner kind of deal. Japan has totally flipped the script on this lovey-dovey holiday, making it super fun and unique.
From carefully categorized chocolates to an entire day dedicated to returning the favor, the Japanese version of Valentine’s Day is unlike anywhere else in the world. Let’s dive into the sweet and surprising world of Japanese Valentine’s Day traditions!
Do They Celebrate Valentine’s Day In Japan
Yes, Japanese people celebrate Valentine’s Day, but with a twist. In Japan, girls take center stage on February 14th, as they’re the ones giving gifts (mainly chocolate) to guys. Sounds different, right? Well, it gets even more interesting when you realize that Valentine’s Day in Japan isn’t just about romance. Keep on reading, and you’ll find more unique Valentine’s Day customs observed in Japan!
Is February 14 A Holiday In Japan?
Nope! Unlike Christmas or New Year's, Valentine’s Day in Japan isn’t a national holiday. Offices, schools, and businesses all remain open as usual. But that doesn’t stop anyone from celebrating! Many women start preparing their chocolate days in advance, and stores often hold special Valentine’s events. Some schools even allow students to exchange chocolates, adding fun to the special day!
History Of Valentine’s Day In Japan
Did you know that Valentine’s Day wasn’t always a big deal in Japan? In fact, it barely made a dent when it was first introduced by foreigners in the early 20th century. But everything changed in the mid-1900s when Japanese confectionery companies saw a golden opportunity to turn Valentine’s Day into a chocolate-fueled frenzy!
One of the first companies to promote Valentine’s Day was the chocolate manufacturer Morozoff, with their slogan “Send chocolate to your Valentine.” But the idea didn’t quite stick with the Japanese public—at least not yet.
Enter Mary Chocolate, a company that had a game-changing idea: What if women were the ones giving chocolates? Their marketing campaign helped establish the now-famous tradition of Japanese Valentine’s Day, where women take the lead in gifting sweets to men. By the 1970s, Japan had fully embraced the custom, and giving chocolates on February 14th became a nationwide trend!
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What Do Japanese People Get For Valentine’s Day?
So, what do women give men on Valentine’s Day? The answer is almost always chocolate, but not just any chocolate. There are different types of chocolates with different meanings. Some are for friends, some are for coworkers, and some are for someone really special.
Popular Japanese chocolate brands given on Valentine’s Day include Kit Kat, Ghana, and Look. Kit Kat, in particular, releases limited-edition flavors for Valentine’s Day, making it a sought-after treat for chocolate lovers!
Some also give additional presents like accessories, sweets, or Japanese Valentine’s Day cards to make the gift extra special. While chocolates remain the most common gift, men may also receive small trinkets, baked goods, or other treats. It’s a sweet and fun way to show love and appreciation.
Types Of Japanese Valentine’s Day Chocolates
The practice of chocolate-giving in Japan on Valentine’s Day is carefully structured. Different chocolates have different meanings, depending on who you’re giving them to. So, which chocolate is the right one for your Valentine? Let’s find out!
Honmei-choco (ほんめいちょこ)
The ultimate “True Love Chocolate”! This special chocolate is reserved for a boyfriend, husband, or someone a girl has real feelings for. To show just how much they care, many girls go the extra mile and make this chocolate by hand—because nothing says “I like you” like a homemade treat made with love!
Giri-choco (ぎりちょこ)
Also known as “Obligation Chocolate,” this one is for bosses, male friends, or coworkers—basically, people you give chocolate to just to be polite. It’s usually store-bought, simple, and not too fancy. While it’s meant to keep relationships smooth, some see it as a bit of a hassle—especially when it feels more like a chore than a sweet surprise.
Tomo-choco (ともちょこ)
“Friend Chocolate” is all about celebrating besties! This type of chocolate is usually exchanged between girls, because supporting your friends with sweet treats is always a good idea.
Jibun-choco (じぶんちょこ)
“Self-Love Chocolate” is also a thing because sometimes, girls can treat themselves to fancy chocolate! Many department stores and chocolatiers create luxurious chocolate collections specifically for those indulging in jibun-choco.
Gyaku-choco (ぎゃくちょこ)
Also known as “Reverse Chocolate,” this is when men give chocolates to women on Valentine’s Day, which is the opposite of Japan’s usual custom. While not as common, some guys like to surprise their crush or girlfriend with sweets, making Valentine’s Day extra special for both sides!
The Latest Trend: Oshi-Choco
Did you know that there's a new type of chocolate for Valentine's Day in Japan? It's called "oshi-choco!" It's a kind of virtual Valentine's gift, where fans post photos and videos of sweets they wish they could give to their favorite celebrity idols. Some even make chocolates inspired by their idol’s signature colors and decorations.
Sweet & Kawaii Character Chocolates
Valentine’s Day is also the perfect time to get chocolates featuring your favorite kawaii characters! Popular choices include chocolates shaped like My Melody, Chiikawa, and Kirby. They’re the sweetest gifts for kawaii-loving friends and even yourself.
What Do Japanese People Do On Valentine’s Day?
Japanese Valentine’s Day traditions usually revolve around chocolates, but that’s not all! Over time, the holiday has grown into something much bigger, with all kinds of exciting ways to celebrate the occasion.
Flower shops join in with beautiful bouquets to complement chocolates, while department stores release special heart-shaped goods and limited-edition Valentine’s Day products.
Plus, Valentine’s Day in Japan has become more about quality time and experiences. High-end department stores in Tokyo have introduced cafes where customers can watch pastry chefs make Valentine’s Day desserts in front of their eyes. Beyond sweets, some couples and even singles visit shrines to write their wishes for love on heart-shaped prayer tablets (ema). Love shrines like Tokyo Daijingu become packed with visitors hoping for a little romance.
Theme parks, shopping centers, and cultural spots join the fun too, hosting chocolate festivals, romantic illuminations, and hands-on crafting workshops. Fancy a dreamy dinner? High-end restaurants and luxury hotels offer special Valentine’s courses, perfect for a romantic night out. And for those who’d rather dance the night away, clubs and event spaces throw lively Valentine’s parties!
What Is Unusual About Valentine’s Day In Japan?
In many countries, Valentine’s Day is all about couples, with men usually giving gifts to women. But in Japan, as we’ve mentioned above, it’s the opposite! Women give chocolates to men, not just their crushes or boyfriends, but also to their family and even their workmates!
Additionally, unlike in Western countries, where gifts like flowers, jewelry, or romantic dinners are common, in Japan, chocolate is the ultimate Valentine’s Day gift! Supermarkets and department stores stock a vast selection of beautifully wrapped chocolates weeks in advance, leading up to the big day. Some women even go the extra mile by making handmade chocolates.
Why Do Only Women Give Chocolates On Valentine’s Day In Japan?
The tradition of girls giving chocolates on Valentine’s Day in Japan started because of marketing campaigns. Back then, it was uncommon for women to confess their feelings, so chocolate companies encouraged them to use Valentine’s Day as a chance to take the lead. Over time, this became the norm, and men weren’t expected to give gifts on this day. However, they do get their turn to reciprocate the gesture a month later!
White Day Vs. Valentine’s Day
On March 14 (a month after Valentine’s Day), Japanese people celebrate White Day! This occasion is Japan’s unique answer to Valentine’s Day. On this day, men return the favor by giving gifts to the women who gave them chocolates. The tradition started in the 1980s when confectionery companies promoted it as a day for men to express gratitude. Popular gifts include white chocolate, white flowers, cookies, plush toys, and even jewelry!
The unspoken rule? The return gift should be at least three times the value of the Valentine’s gift! This has led to the belief that the more expensive the return gift, the more affection it represents. And if the man does not return any gifts at all, it’s a sign that he wants to cut off the relationship.
Why Is It Called White Day?
White Day in Japan gets its name from the color white, which is a symbol of purity and sweet, innocent love. It all started in 1977 when a candy company in Fukuoka sold marshmallows to men on March 14 and called it "Marshmallow Day." The idea grew, and by 1978, Japan celebrated White Day as a way for men to return the kindness of Valentine’s Day gifts.
Soon, candy makers began selling white chocolate and other gifts for the occasion. The name "White Day" was chosen because white represents thankfulness and pure feelings, making it the perfect way to show appreciation!
Changes In Japanese Valentine’s Day Traditions
The unique customs for Valentine’s Day in Japan may sound fun and interesting, but did you know they’re actually changing? Nowadays, many women no longer want to give Giri-choco to bosses and coworkers because it feels stressful. Some companies have even banned it!
Instead, more women are treating themselves to Jibun-choco or giving Tomo-choco to family and friends. For someone special, homemade Honmei-choco is still popular. Some men are even skipping White Day and giving Gyaku-choco on Valentine’s Day instead. Now, Valentine’s Day is more about fun and giving chocolate to the people you truly care about!
How To Write Happy Valentine’s Day In Japanese
If you want to impress your crush (or just show off your language skills), here’s how to write “Happy Valentine’s Day” in Japanese: ハッピーバレンタインデー! (Happī Barentain Dē!). Or if you’re writing a love note, you can say: 大好きです! (Daisuki desu! – I really like you!) 他の人より特別に思っています! (Hoka no hito yori tokubetsu ni omotte imasu! – You’re special to me!). These messages are sure to make the moment even sweeter!
Well, that’s a (chocolate) wrap! Valentine’s Day in Japan is fun, sweet, and totally unique. Whether you’re into the idea of homemade chocolates, tomo-choco with your besties, or just love the drama of it all, there’s something exciting about how Japan celebrates love.
And hey, if February 14th doesn’t go your way, there’s always White Day to look forward to! So, would you rather give chocolates or receive them? Let us know in the comments!
