What is Valentine’s Day in Japan? Understanding its Origins and Chocolate-Giving Customs

Many people wonder about Japanese Valentine’s Day customs: “Why do women give chocolate to men?” and “What’s the difference between giri-choco and tomo-choco?” With many differences from Valentine’s Day traditions around the world, this is one of the aspects of Japanese culture that can confuse travelers visiting Japan.

This article explains the origins of Japan’s uniquely developed Valentine’s Day, the reasons for giving chocolate, modern ways of celebrating, and the meaning of White Day. By learning about Valentine’s Day beforehand, you can enjoy Japan’s seasonal culture and deepen your interactions and experiences during your visit.

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Valentine’s Day in Japan is known as a day when women give chocolate to men. This custom is not universal worldwide but is a culture that has developed in a uniquely Japanese form. This section explains its origins and how it spread.

There are various theories about the origins of Valentine’s Day, but it stems from the European tradition of “a day to give gifts to close friends and family.” In Europe and North America, February 14th has been celebrated as a day to exchange Valentine’s cards, flowers, and sweets among close relationships—spouses, family, lovers, and friends—to express affection and gratitude. A key characteristic is that it is not limited to specific genders or relationships.

However, the understanding established in Japan of “a day when women give chocolate to men” is not seen in these Western customs. Academic research has also established that Japanese Valentine’s Day is not a direct transmission of European practices but a culture that has uniquely evolved in Japan. In other words, while Valentine’s Day itself originated overseas, the form known in Japan can be said to have been reconstructed within Japanese society and consumer culture.

Valentine’s Day was introduced to Japan gradually from the pre-war to post-war period. In 1936, Morozoff, a confectionery company based in Kobe, placed a chocolate advertisement in the English-language newspaper The Japan Advertiser. This advertisement targeted foreign residents and was not intended for the general Japanese public.

After the war, Valentine’s Day gradually became known as part of the broader introduction of Western culture into Japanese society. However, it initially lacked its current meaning and was treated in a limited way as a day to give cakes and confections in general. In the 1950s, the confectionery industry and department stores took notice as part of their sales promotions, but it was not yet a nationwide event.

The custom of “giving chocolate on Valentine’s Day” in Japan took shape from the late 1950s through the 1960s. As multiple chocolate manufacturers conducted sales promotions, advertising specifically targeted women as the primary purchasing demographic. Since most people buying chocolate in stores at the time were women, the form of “women giving to men” became established as a result.

In this process, the current form was not intentionally designed from the beginning. The recipients and meanings were initially ambiguous, with much trial and error.However, through promotional activities, the understanding of “a special day for women to express affection” spread, and chocolate made from cacao became selected as a symbolic gift.

Modern Japanese-style Valentine’s Day is not limited to a single form, with various ways of celebrating having expanded. This section introduces the types and meanings of Valentine’s Day culture that have developed uniquely in Japan.

Honmei-choco is chocolate given to lovers, spouses, or unrequited love interests to express love and affection. In Japan especially, honmei-choco is valued as a means of conveying feelings alongside words on Valentine’s Day.

To distinguish it from giri-choco or tomo-choco, there is a tendency to select luxury chocolate from established brands or handmade confections that require time and effort. Careful wrapping and heart-shaped designs are also characteristic, clearly indicating that it is a gift for a special person.

Giri-choco is chocolate given without romantic feelings, for the purpose of showing gratitude or courtesy. It is mainly given to workplace colleagues, supervisors, and friends or acquaintances who provide regular assistance. Products with ordinary appearance and content are often chosen, typically easy-to-distribute assortment types, with characteristics that make giri-choco immediately recognizable.

This custom developed uniquely in Japan and spread from the 1950s onward. It is rooted in the values of “obligation” and “gratitude” deeply embedded in Japanese society, and is thought to have become established particularly within workplace relationships. In recent years, many products at affordable price points clearly labeled as giri-choco can be seen.

Tomo-choco is one of the customs seen on Valentine’s Day in Japan, referring to chocolate exchanged among friends to convey feelings of gratitude and friendship. A characteristic is that it does not presume romantic feelings, and it has spread particularly among female friends. From the 2000s onward, it became established among younger generations, with a culture of exchanging handmade chocolate spreading among junior and senior high school girls.

For tomo-choco, handmade sweets such as cookies and brownies that allow for creative presentation are often chosen. Individuality is expressed in wrapping and message cards, and it is not uncommon for these to be shared on social media.

Gyaku-choco refers to the act of men giving chocolate to women on Valentine’s Day. Since the general understanding in Japan is “a day when women give to men,” this name is used for the opposite form. It is a relatively new custom that became known from the late 2000s.

Overseas, it is common for men to give flowers or cards to women on Valentine’s Day, and this way of thinking has influenced Japan as well. In Japan too, more men are choosing chocolate as a means of expressing their feelings, and the form of gyaku-choco is gradually spreading.

Jibun-choco refers to chocolate confections selected for oneself on Valentine’s Day. Unlike honmei-choco or giri-choco, a characteristic is that one can prioritize personal preferences and mood without considering others. In recent years, more people have been purchasing luxury chocolate as a reward for themselves.

Department stores are developing sales floors where purchasers can enjoy themselves through “special experiences” such as eat-in options and live demonstrations. From this trend, Valentine’s Day is strengthening its aspect as an event for savoring special chocolate for oneself, in addition to being a day for giving gifts.

White Day is a uniquely Japanese custom held on March 14th, approximately one month after Valentine’s Day. People who received chocolate or gifts on Valentine’s Day give return gifts to the giver with feelings of gratitude. While candy and marshmallows were traditionally considered standard, currently the contents of gifts have diversified to include baked goods and miscellaneous goods.

There are multiple theories about the origins of White Day, all considered to have emerged from confectionery industry initiatives in the late Showa period. This culture is not seen in Europe and North America, and after being formed in Japan, it spread to neighboring regions including South Korea and Taiwan. White Day today has become established as a day to express gratitude regardless of gender.

Japanese Valentine’s Day has developed as a globally unusual culture where women give chocolate to men. There are various ways of giving, including honmei-choco, giri-choco, tomo-choco, gyaku-choco, and jibun-choco, with forms selected according to feelings and relationships.

Additionally, the custom of returning gratitude on White Day one month later has become established. By knowing this background, conversations, shopping, and event participation in Japan will become smoother. By experiencing Japan’s unique seasonal culture while encountering actual sales floors and events, the enjoyment of your trip will deepen further.

*This article was created based on information current as of December 2024.