Today is Valentine’s Day. Like many other Western inventions, this celebration also has made its way to Japan. I doubt very much that there are many Japanese who know about the origins of this day, but they definitely know about the exchange of chocolate products. It is rather uncommon in Japan to give Valentine’s Day cards or flowers as presents, you usually only give chocolate. Figures, since this day was introduced in Japan by the confectionery Morozoff in 1936 as an advertisement campaign. And the Japanese really know how to fabricate beautifully crafted and insanely delicious chocolate products. Even though we have no interest in celebrating V-Day, when our favourite confectionery offers a Valentine’s Day-only buttercream-filled chocolate cake we don’t have to think twice:
Another curious thing you should know about Valentine’s Day in Japan: Due to a translation error of a chocolate company executive, it became customary that only women give chocolate presents to men on V-Day. You can view this scene in every high school anime where the girl gives chocolate to her favorite boy.
Will you please go out with me? Yes – No – Maybe?
Many women in offices also feel obligated to give chocolate presents to their male co-workers, which coined the term “obligation chocolate” (giri-choko, 義理チョコ).
But, Gentlemen, you are far from excused. Since the 1980s the Japanese National Confectionery Industry Association promoted a campaign on March 14th called White Day, where men who have recieved chocolate gifts on Valentine’s Day have to return the favour with white chocolate. And this white chocolate better have at least double the value of the gift you have recieved. The White Day custom already spread from Japan to South Korea, Taiwan and China. But the romantic association with Valentine’s Day is still not as strong in Japan as it is in the west. By far the most popular season for making a trip to a “love hotel” is still Christmas. But that’s another story…
maguro no soushi 