Valentine’s Day & White Day in Japan: Connecting Through Chocolate

In many countries around the world, Valentine’s Day is considered a day when men express their love to women. But in Japan, Valentine’s Day is a little different. Here, February 14 is when women give chocolate to men. Moreover, chocolate recipients are not limited to romantic partners. Rather, a wide range of relationships are included, from school friends and coworkers to bosses who have done a lot for you. Another feature unique to Japan is the concept of “obligation chocolate,” which has nothing to do with romantic feelings.

This distinctive culture is said to have originated from the marketing strategies of confectionery manufacturers, but also ties into Japanese values that prioritize social bonds.

Read on to learn more about the aspects of Japan’s Valentine’s culture that might seem a little mysterious from an overseas perspective. We’ll also introduce ideas for couple gifts that are perfect for the Valentine’s season!

Japan’s Valentine’s Day took on its current form during the postwar period of high economic growth. From the 1950s to the 1960s, multiple sweets manufacturers launched marketing campaigns promoting the idea that on Valentine’s Day, women should give chocolate to men, and by the 1970s, this had become established practice. As a result, there is very little awareness in Japan that Valentine’s Day originated with Saint Valentine, and it’s perceived as a social event rather than one with religious significance.

Although it’s common in many other countries for men to give bouquets or presents to women, or for couples to exchange cards and flowers with one another, in Japan, this framework is reversed. Instead, women are the ones to convey their feelings by giving chocolate to men.

Another Valentine’s Day custom unique to Japan is giri choco, literally “obligation chocolate” or “obligatory chocolate.” This is when chocolate is exchanged among acquaintances and coworkers, and is quite separate from the practice of giving chocolate to a man in whom one has romantic interest. Giri choco reflects both the Japanese mentality of valuing harmony and the weight placed on maintaining smooth interpersonal relationships. One could say it’s a fusion of the Japanese style of using gifts to communicate things like “thank you for everything” with the imported culture of Valentine’s Day.

Valentine’s Day chocolate in Japan is divided into several categories depending on the recipient and the nature of the relationship.

Honmei choco, or “true feelings chocolate,” refers to chocolate given to a partner or someone you have romantic feelings for. Special thought is put into these gifts. Many people choose to make these chocolates by hand or buy relatively expensive ones from department stores. They are often carefully wrapped and sometimes come with a letter. Quite a few young people give honmei choco on Valentine’s Day to confess their feelings.

Giri choco refers to chocolate distributed at the workplace to coworkers or supervisors. It carries no romantic feelings; instead, it strongly represents everyday gratitude or social courtesy. Since this type of chocolate is meant to be passed out among multiple people, it’s common to choose a box of individually-wrapped, assorted chocolates or other sweets made to be easily distributed.

Tomo choco, or “friend chocolate,” refers to chocolate or sweets exchanged among friends, especially female friends. These chocolates don’t convey romantic feelings. Rather, their exchange is purely a way for friends to reaffirm their feelings of friendship for one another. It’s particularly popular among students, who enjoy exchanging handmade sweets or choosing items with cute packaging.

A final kind of chocolate attracting attention in recent years is jibun choco, or “self chocolate.” More people have started buying things as a treat for themselves like high-end chocolates they wouldn’t normally purchase or limited-edition Valentine’s Day products. This is even reflected in department store Valentine’s Day fairs, with rows of luxurious products lined up in displays conscious of the demand for jibun choco.

A discussion of Japanese Valentine’s culture would not be complete without also talking about March 14, known as White Day. White Day is when men who received chocolate on Valentine’s Day give something in return to women. It, too, is said to have originated from the marketing strategies of the confectionery industry, and took hold in the 1980s.

Typical return gifts include sweets such as candy, cookies, chocolate, and marshmallows. Gifts other than sweets tend to be things like accessories, flowers, or handkerchiefs.

Many people, especially romantic partners, view Valentine’s Day and White Day as a set of opportunities to exchange gifts with each other. Giving a return gift is also customary after receiving giri choco from coworkers or school friends. The Japanese tendency to place importance on the courtesy of returning what one has received may be behind what made this practice take root.

As February 14 approaches, department stores and shopping malls hold Valentine’s fairs, bringing famous chocolate brands from Japan and abroad together all in one place. At times, over 100 varieties of chocolate are displayed from sellers that range from high-end European brands to long-established Japanese confectionery makers to hot new patissiers. Particularly well-known Valentine’s fairs are Mitsukoshi Isetan’s Salon du Chocolat and Takashimaya’s Amour du Chocolat, which bustle on weekends with large numbers of shoppers.

There is also a wide variety of limited-time flavors. The fact that you can only buy them at this time of year gives a feeling of exclusivity that heightens consumers’ desire to buy. The elaborate package designs of many of the products make the fairs enjoyable just to browse, as well.

Supermarkets and variety stores also expand their selections of Valentine’s-related items this time of year. A wide range of baking ingredients, kits, and cute wrapping supplies appear on shelves for those who want to try making homemade sweets. Cafés and restaurants introduce limited-time Valentine’s menus, and the entire city becomes wrapped in a festive atmosphere—a uniquely Japanese feature of the season.

For those living outside of Japan, a wonderful choice when it comes to Japanese Valentine’s Day gifts is paired gift sets that couples can use together. Not only do they make a special day even more memorable, but using them in everyday life brings joyful memories to daily routines. For gift ideas, read more at Seeing Double: A Series of Sets and 5 Perfect Gifts for Couples to Enjoy Together.

Japan’s iterations of Valentine’s Day and White Day are opportunities to take the plunge and give voice to true feelings that are otherwise hard to say, or even just a chance to express everyday gratitude. Despite their commercial origins, these days have taken on a particularly Japanese culture of their own, one that cherishes connections between people.

As we enter this special season, try appreciating your loved ones in your own way, together with MUSUBI KILN’s Gifts for Couples collection. A set of items unique to two people—it’s a gentle reminder of each other in daily life, a spark of care that further deepens your bond.