Valentine’s Day in Japan is celebrated a little differently than in many Western countries. Traditionally, women give chocolates to romantic partners, friends, and colleagues on February 14, with different types of chocolate carrying different meanings.
While chocolate remains central to the celebration, customs have evolved. Today, many people also exchange chocolates with friends, treat themselves, or simply celebrate in their own way.
Another unique aspect to the celebrations of love is White Day. Celebrated on March 14, it's traditionally the occasion for men to return the gesture with gifts of their own. Read on to discover how both celebrations work in Japan and the traditions behind them.
How do they celebrate Valentine’s Day in Japan?
Japan has developed its own unique traditions and customs for Valentine’s Day, which can be traced back to confectionery ads aimed at foreign citizens in the 1930s.
The origins of Valentine's Day in Japan
Japanese confectionery manufacturers soon saw the potential for the holiday among local consumers and began marketing heart-shaped chocolates as a way for women to express kokuhaku (the act of confessing feelings), something that was considered taboo at the time.
Soon the tradition caught on, and many even credit the introduction of the custom as a turning point in the way that Japanese men and women interact with each other.
It also became hugely profitable for chocolate sellers and department stores, who began to develop increasingly elaborate Valentine’s displays to draw in customers.
Valentines in the present day
Taking a trip with your Japan Rail Pass in the run-up to Valentine’s Day? You’ll see how a huge variety of stores now overflow with colorful displays and creatively flavored and packaged chocolates. Larger cities like Tokyo, Yokohama, and Osaka have the most elaborate selections.
In recent years, gifting homemade chocolate instead of store-bought candy has become popular, and many shops offer a variety of chocolate-making supplies in February for a more personal gift.
Types of Japanese Valentine’s Day chocolate
Traditionally, different types of chocolate are given on Valentine's Day in Japan depending on the relationship between the giver and recipient:
- Giri-choco – Roughly translated as ‘obligation chocolate’, this gift is traditionally given to male friends, bosses, family members, or work colleagues.
- Honmei-choco – These sweet treats are often hand-made for an extra personal touch and given to a significant other, whether a boyfriend, husband, or love interest.
- Jibun-choco – Chocolate you buy and gift yourself for a well-deserved little treat.
- Tomo-choco – Typically expensive and elaborate chocolate gifted between friends.
- Gyaku-choco – Meaning ‘reverse chocolate’, this is given by men to women on Valentine’s Day instead of waiting until White Day to return the gesture.
Unlimited train travel in Japan
The JR Pass gives you unlimited access to transportation all around Japan for 7, 14, or 21 days, including Shinkansen.
A single ticket, huge savings.
Buy your JR PassJapanese White Day vs Valentine’s Day
Valentine’s Day is celebrated on February 14th, while White Day in Japan is celebrated a month later, on March 14th.
White Day was not actually established until the 1980s, when the Japanese National Confectionery Industry Association successfully campaigned to implement a ‘reply day’ for men to reciprocate the presents they received from women on St. Valentine’s.
The day was so named because the color white is considered a symbol of purity and is closely associated with an innocent kind of teen love in Japanese culture.
Traditionally, men were expected to give gifts worth roughly two or three times what they received on Valentine’s Day, although this is not a strict rule today.
According to traditional etiquette, failing to return a gift could be interpreted as a rejection, while giving something of equal value could suggest a lack of romantic interest. However, these interpretations are not universally followed today.
Recent changes in Japanese Valentine’s Day traditions
Although it has become traditional for women to give chocolates on Valentine’s Day and men to reciprocate on White Day, these customs have evolved. In recent years, many Japanese women have pushed back against what they see as a stressful practice of ‘forced giving’.
The unease is mostly directed towards the practice of giving Giri-choco, as women can feel under pressure to spend thousands of yen on chocolate to avoid offending bosses and co-workers. As a result, some companies in Japan have discouraged or banned the practice.
Instead of feeling the pressure to give Giri-choco, many women choose to buy Jibun-choco for themselves, exchange Tomo-choco with friends, or gift homemade Honmei-choco to a significant other.
Traditional gift-giving roles are also becoming more flexible, with some men choosing to give Gyaku-choco to their partners or romantic interests on Valentine’s Day rather than waiting until White Day.