Love is all around.
Temperature – 2
As temperatures plummet and the snow falls around me, I feel inspired to begin the first half of my romance "Saga." In the West, we celebrate Valentine's Day on the 14th of February. It is a single day that both partners can participate in. In the past, depending on whom I was with, I have either celebrated the day or, in defiance, moved the celebration to a different day to be “cool.” Love it or hate it, Valentine’s Day is a commercial holiday in the West that generates significant revenue for card and chocolate companies. But what about Japan?
In Japan, there are two significant days celebrated in February and March: Valentine's Day and White Day. On Valentine's Day, women take the lead by giving gifts to the men in their lives whom they appreciate. This custom has led to the concept of "obligation chocolate," where women feel compelled to buy chocolate due to traditional expectations. Unlike in Western cultures, where gifts are primarily exchanged between romantic partners, in Japan, women may give chocolates to any important male figure in their lives. This includes coworkers, classmates, friendly shopkeepers, and even male family members. Therefore, it might be more accurate to refer to this practice as a gift of appreciation.
Romance isn’t dead; however, the chocolates given to a partner are often more special, premium, or handcrafted. You may have seen an anime where a girl wants to make chocolate for that special someone. While she might give store-bought gifts to her classmates, she struggles through failure after failure to create the perfect handmade heart or gift for her beloved. This practice emphasizes effort and sincerity, allowing individuals to express their feelings in a society where emotional expression is often more subtle.
I will be diving into White Day in March, but for now, I’m focusing on Valentine’s Day in stores and malls. I started noticing chocolates appearing in convenience stores as early as January. Many high-end Western brands began to show up, and Godiva seems to dominate the Valentine's Day scene. Before coming to Japan, I was aware of the brand, but it was not on my radar. In the UK, Godiva wasn't readily available in stores; you had to go to an outlet if you wanted it. However, in Japan, Godiva is everywhere. It may even deserve its own blog post! I was amazed to find it in convenience stores, malls, pop-up shops, and permanent stores. Japan truly loves that rich chocolate all the way from Belgium.
Brands everywhere will release their own variety of chocolates for the special day, catering to all price points to ensure more people can participate. I’ve noticed that Facebook has been bombarding my feed with advertisements for amazing Japanese Valentine’s designs. Some of my favourites include the horoscope sets, rare gemstone sets, and astronomy-themed sets. If you have a spare moment, I recommend Googling some of these designs, as they are truly beautiful. I’ve also seen offerings from well-known Western brands like KitKat, Lindt, Ferrero Rocher, and Hershey.
During my visit to the mall in Sasebo, I came across a pop-up Valentine's event where leading brands showcased their chocolates for this year. While there were many brands I had not heard of, I also recognized some familiar ones. It was enjoyable to see the chocolate sets in person and to explore the different themes they presented. I often wonder how these brands choose their yearly themes and the effort that goes into creating their chocolates. I haven't purchased any yet mainly because they are a bit pricier than I would typically spend. Plus, I still have some leftover chocolates from my trip back to the UK, so I'm not in need of any snacks now.
Experiencing holidays in Japan is truly exciting. The country enthusiastically embraces each event, offering the cutest and most intricate items. I have enjoyed exploring the carefully curated sets available in stores. Although I may not be celebrating Valentine’s Day this year, I can still appreciate the season of love by enjoying the beautifully crafted chocolates and themed limited-time food items that convenience stores have launched for the occasion.
