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Valentine’s Day in Japan is quite different from how it’s celebrated in other countries. While in many places men give gifts to women, in Japan, women traditionally give chocolates to men on February 14th. A month later, on White Day (March 14th), men return the favor with a gift.
However, in recent years, Valentine’s Day in Japan has evolved beyond just romantic relationships. Many people now enjoy it as a time to share chocolates with family, friends, or even themselves.
1. The Unique Chocolate Culture of Japan
① Giri Choco – A Workplace Tradition That’s Fading
In the past, women would give “Giri Choco” (obligation chocolate) to male coworkers or bosses as a social custom. However, in recent years, many companies have moved away from this practice, as people feel it adds unnecessary pressure. Instead, more focus is now placed on giving chocolates to loved ones or close friends rather than as an obligation.
② Honmei Choco – Chocolates for Someone Special
“Honmei Choco” is given to someone truly special—a boyfriend, husband, or romantic interest. While some people prefer to make handmade chocolates, premium chocolate brands have become increasingly popular.
③ Tomo Choco – Chocolates for Friends
A relatively new trend, “Tomo Choco” (friendship chocolates) is common among younger generations, especially among female friends. Cute and stylishly packaged chocolates are particularly popular.
④ Jibun Choco – A Personal Treat
One of the biggest changes in recent years is the rise of “Jibun Choco” (self-gifted chocolate). Many people buy luxury chocolates for themselves as a personal treat. Limited-edition and high-quality chocolates are particularly popular for self-indulgence.
2. Celebrating Valentine’s Day as a Family
Valentine’s Day in Japan isn’t just for couples—it’s increasingly becoming a family event.
At home, we enjoy buying Godiva chocolates from Costco and sharing them as a family. The large-value packs available at Costco make it easy to enjoy high-quality chocolates together. Meanwhile, our children always receive a special Valentine’s chocolate gift from their grandmother—Royce’ chocolates. The smooth, rich flavor of Royce’ has become a family tradition, making Valentine’s Day a special time to bond and enjoy delicious treats together.
Spending time as a family, sharing chocolates, and talking about our favorites makes Valentine’s Day more about connection and appreciation rather than just romance.
➡️Click here to read about Hokkaido’s proud creation: Royce Chocolate!
3. What is White Day? Japan’s Unique “Return Gift” Culture
One of Japan’s most unique customs is White Day, celebrated on March 14th. This is when men who received chocolates on Valentine’s Day return the favor with a gift.
Popular White Day Gifts
✔ Luxury sweets – Macarons, white chocolates, or baked treats
✔ Skincare gifts – Lip balms, hand creams, or face masks
✔ Tea & coffee gift sets
4. Where to Buy Valentine’s & White Day Gifts?
If you’re looking for authentic Japanese chocolates and gifts, here are some recommended online stores:
🔹 Check out Godiva’s Valentine’s Collection
🔹 Shop Royce’ Premium Chocolate
🔹 Find the perfect White Day gift
5. How Japan’s Valentine’s Day is Changing
Japanese Valentine’s Day is no longer just about romance—it’s about celebrating connections with loved ones, friends, and even yourself.
✔ From a “couple’s event” to a day for everyone
✔ More families are celebrating together
✔ Self-gifted chocolates are becoming popular
✔ White Day gifts now include skincare and lifestyle items, not just sweets
6. Enjoy Valentine’s Day Your Own Way!
There’s no right or wrong way to celebrate Valentine’s Day.
- Share chocolates with your family
- Treat yourself to a luxurious chocolate gift
- Exchange “Tomo Choco” with friends
- Give a special chocolate to your loved one
No matter how you celebrate, Valentine’s Day in Japan is about appreciation and connection.
