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Our second issue describes Valentine's Day in Japan. In America, Valentine's Day is an opportunity for a man to impress a woman by showing his romantic side. Typically he might buy flowers or chocolates, and then take her out for a romantic dinner. It's a little different in Japan. On Valentine's Day in Japan, it is the woman who gives men presents such as chocolate. Japanese women are known to be very shy to express their love. Therefore, Valentine's Day is thought to be a great opportunity for women to show their feelings. It is a day of both happy endings and broken hearts.
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The custom was originally created by chocolate companies to increase their sales, and it has been very successful. In fact, chocolate companies in Japan make more than half of their annual sales during Valentine's Day season. Large displays of chocolates grace retail outlets everywhere from mid-January.
It is important to note that there are two different kinds of these chocolate gifts. The first kind, called Honmei-choco (“A true love” chocolate), is given to a man whom a woman seriously loves. The second kind of chocolate is called Giri-choco (“obligation” chocolate) and is given to men that women have no romantic interest in, such as bosses, co-workers or friends. These chocolates are just to show friendship or gratitude. It is not unusual for a woman to buy more than 30 boxes of Giri-choco every year.
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While Japanese Valentine's Day may seem quite one-sided, there is also “White Day” on March 14th, which is exactly one month after Valentine's Day. Men who received chocolate on Valentine's Day return the favor by giving a gift (usually candies) to the women who gave them chocolate.
Does the Japanese Valentine's Day sound good to you? Just remember not to get too excited when Japanese women give you chocolates. They might be Giri-choko, and you have to return the favor on White Day.
February 9, 2009
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Written by Yui Kato (Junior)
Photographs by Yusuke Koizumi (Sophomore)
College of Business, Rikkyo University (Tokyo)
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