Valentine's Day on February 14th is approaching soon. While it is celebrated as an important day worldwide, how the day is spent varies from country to country. In Japan, it is customary for women to express their feelings to loved ones or to those they appreciate by giving chocolates on Valentine's Day.

So in this blog post, we will introduce how Valentine's Day is celebrated in Japan, along with delicious Japanese chocolate sweets for gifts. If you're looking for special treats to enjoy on a special day, be sure to check it out!

Three Chocolate Treats for Valentine's Day: Gifts You Want to Give and Enjoy

In Japan, there is a custom of giving chocolate on Valentine's Day. Similarly, in other countries, it's common to give sweets like chocolate along with flowers or message cards. Here, we'll introduce three delicious Japanese chocolate treats that are perfect for your Valentine's Day gifts.

1. Waffle Cookies Assortment (Milk & Cocoa)

This is a set of assorted waffle cookies with two flavors: milk and cocoa. With 30 individually wrapped pieces, it's perfect for giving to people you appreciate, or are close to. The gentle sweetness and crispy texture will keep you coming back for more.

2. Hokkaido Milk & Chocolate Roll Cake

This is a delightful treat featuring a fluffy roll cake coated with chocolate, adding a rich sweetness that's irresistible. Inside the roll cake, you'll find cream made with Hokkaido buttermilk, sourced from one of Japan's top milk-producing regions. It comes in two flavors: milk and chocolate. With an illustration of Hokkaido on the packaging, it is a treat that reflects the charm of Japan.

3. Hokkaido No Koibito (Chocolate)

This is another confection made with flour and sugar from Hokkaido. Rich chocolate is sandwiched between crisp Langues de Chat cookies. With each bite, the cookie melts in your mouth, imparting the refined sweetness of the chocolate.
 
In addition to chocolate, we offer many other flavors to choose from, including milk, strawberry, cheese, and matcha. The elegant and attractive packaging also makes them the perfect gift.

How Japanese People Spend Valentine's Day

Valentine's Day around the world is often spent giving gifts to loved ones regardless of gender, or with men giving flowers to women. However, in Japan, it has become established as an event where women give chocolate to those they like or are grateful for.

The following is how Japanese people typically spend Valentine's Day.

1. Women Giving Chocolates to Men They Like

Valentine's Day in Japan is a big event, where women express their feelings by giving chocolate to men they are interested in. It is said that Valentine's Day became popular in Japan after the 1950s. At that time, Japanese confectionery companies started advertising the idea of “giving chocolate on Valentine's Day," which led to the spread of the custom. Thanks to the advertising effect, it has now become an annual major event, generating excitement every year.
 
While there are various theories, it is generally believed that it is after the 1970s, that Valentine's Day has become accepted as a day for women to give chocolate to men they like. Since then, it has become a day that women who already have partners give chocolate to their partners, or if not, to those they have a crush on to express their feelings.
 
As Valentine's Day approaches, luxurious chocolates gifts line the shelves of stores. Additionally, some women choose to hand-make chocolate treats like truffles or gateau au chocolat as a heartfelt gesture.
 

2. Friend Chocolate & Obligatory Chocolate

In addition to loved ones, there is a custom of giving chocolates to close friends or colleagues as a token of appreciation. When giving to friends, it's called “tomo-choco" (friend chocolate), and when giving to colleagues or superiors, it's called “giri-choco" (obligatory chocolate). “Tomo-choco" and "giri-choco" are typically given to multiple people, so it's common to choose reasonably-priced chocolates to distribute in large quantities.
 
In Japan, there is also an event called “White Day" on March 14, one month after Valentine's Day. White Day is considered a day for men to give sweets to women who gave them chocolates as a return gesture. On White Day, it is common to give sweets such as marshmallows or cookies, which has become a unique cultural tradition in Japan.

3. Chocolate Splurge For Yourself

These days, an increasing number of people buy chocolates as a personal treat. People tend to splurge on expensive chocolates that they don’t usually buy for themselves.

As Valentine's Day approaches, shelves are filled with visually attractive and delicious chocolates. Choosing chocolates not for a gift, but for yourself, is another way of enjoying Valentine's Day in Japan.

Summary

In this blog post, we shared recommended Japanese chocolate confections and how Valentine's Day is celebrated in Japan. Valentine's Day in Japan serves as an occasion for women not only to convey their feelings to men they like, but also to express gratitude to those who have been supportive. Additionally, some people also splurge on chocolates as a personal treat.
 
Furthermore, Zelico offers a wide variety of chocolates perfect for Valentine's Day gifts. We hope you enjoy our chocolates and have a wonderful Valentine's Day!