culture

Valentine's Day in Japan, a tradition that shakes up the codes

In the Land of the Rising Sun, Valentine's Day takes a unique form. Unlike what one might observe in many Western countries, where the festival of love is often celebrated with romantic dinners, bouquets of flowers or gifts exchanged between lovers, Japan has created its own version of this celebration, featuring chocolate as the main protagonist of a day dedicated to the expression of feelings.

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An imported and reinvented tradition

Introduced to Japan in the 1950s, Valentine's Day quickly took root, but with a distinctive local twist, pioneered by a chocolate manufacturer. The custom is that it is women who offer chocolates to the men around them, whether it is a gesture of love, friendship or gratitude. This tradition gave rise to two main types of chocolate: “Honmei-choco” (destiny chocolates) and “Giri-choco” (obligation chocolates).

Honmei -choco are reserved for the loved one, often homemade to show sincerity and effort, reflecting the depth of the woman's feelings towards the man.

Giri -choco , on the other hand, are intended for colleagues, friends and relatives, as a sign of respect or friendship, without romantic connotation. This distinction highlights the importance of honor and social hierarchy in Japan, even in seemingly light and joyful celebrations.

The evolution of tradition

Over time, Japanese Valentine's Day has evolved, giving rise to new practices. Among these, “Tomo-choco” (friendship chocolate) stands out. This modern variation sees women giving chocolates to their friends, celebrating friendship rather than romantic love. Additionally, the emergence of “Jibun-choco” (chocolate for oneself) reflects a growing trend of self-celebration and self-indulgence on this special day.

The male response: White Day

Japan doesn't stop at Valentine's Day to express affection and appreciation. A month later, on March 14, the country celebrates “White Day,” an opportunity for men to respond to women who gave them chocolates. It is customary for men to offer gifts in return, often white, hence the name, such as white chocolates, marshmallows, jewelry or other gifts, ideally of a higher value than the chocolates received at home. Valentine's Day, according to the tradition of “sanbai gaeshi” (triple return).

Valentine's Day in Japan is a fascinating blend of tradition, innovation and commerce, reflecting Japanese culture's unique ability to incorporate foreign elements while giving them a distinct local spin. More than just a day of exchanging chocolates, it embodies the values of respect, friendship, love and gratitude that permeate Japanese society, making this celebration an event that is both intimate and universal, deeply rooted in the hearts of the Japanese.