Valentine's Day in Japan is very different from the one celebrated in the West. Unlike in Europe or North America, it is women who give chocolates to men. But not just any old way: there are several types of chocolates, depending on the relationship with the person for whom they are intended.
2. The different categories of chocolates offered
Giri-choco (義理チョコ): courtesy chocolates
Giri-choco , or "obligation chocolate," is given to male colleagues, bosses, or friends without romantic connotation. It is a gesture of politeness and appreciation in Japanese culture.
Honmei-choco (本命チョコ): love in chocolate
Honmei-choco is reserved for lovers or men for whom a woman has sincere feelings. It is often homemade to symbolize a personal commitment.
Tomo-choco (友チョコ): chocolates with friends
These chocolates are exchanged between friends to celebrate their friendship, a practice that is becoming increasingly common in Japan.
3. White Day: the male response
A month after Valentine's Day, on March 14, it's time for the big comeback for men with White Day . Their mission? To give a gift in return to those who gave them chocolates. But be careful, there's no question of doing things by halves! Traditionally, the value of the gift must be three times greater than the one received . A box of chocolates? Hop, a piece of jewelry in return. A bar of chocolate? Well... a trip to Kyoto, perhaps?
Gentlemen, prepare yourselves: your generosity (and your wallet) are being put to the test!
4. Origins and evolution of these traditions
While Valentine's Day has its roots in Europe and America as a holiday celebrating romantic love since the Middle Ages, its introduction to Japan took a much more... sweet and commercial turn. Imported in the 1950s by Japanese candy companies sensing a marketing opportunity, the holiday was adapted to suit the local style: women give chocolates to men.
As for White Day, established in the 1980s by the National Association of the Japanese Confectionery Industry, it owes nothing to an ancient romantic tradition but rather to a marketing genius. Unlike in the West, where Valentine's Day generally involves a mutual exchange of gifts from the start, the Japanese preferred to establish a one-month delay, just to prolong the suspense... and to boost candy sales twice over!
5. Modern and commercial trends
Today, Valentine's Day in Japan is a real commercial phenomenon. Major chocolate brands are running intensive marketing campaigns. New trends are emerging, such as jibun-choco (自分チョコ), chocolates that women buy for themselves to treat themselves.
Another fun trend that’s gaining momentum in Japan is gyaku-choco (逆チョコ), or “reverse chocolate.” Unlike the tradition of only women giving chocolates, some men have decided to turn the tables and give chocolates to women themselves on February 14th. While this practice remains marginal, some chocolate brands have turned it into a marketing tool, promoting the idea that love has no rules… and that everyone deserves chocolate, no matter the day!
6. Conclusion
Valentine's Day in Japan is a fascinating tradition that reflects the country's cultural values and developments. Whether through giri-choco or honmei-choco, this celebration highlights the importance of social relationships and the expression of feelings.
Want to celebrate Valentine's Day the Japanese way? Let us know which tradition you're going to adopt?
