St.Valentine’s Day in Japanese style
It is very common that foreign cultures which flow into Japan are modified in Japanese way. I think that this Valentine’s Day is very typical one.
Originally it is from the Christian priest, St. Valentinus in the 3 rd century and it is a day when men and women swear love. But in Japan, it is the day when only women confess her love and give chocolate to her beloved one. So I got many chocolates in the past (laugh)
Originally a confectionery manufacturer started this to promote their chocolates. Now this custom has continued for more than half a century since the 1960s, and I think it is a remarkable promotion success.
Look at this.
This graph is a monthly average expenditure of sweets and the green line is chocolate. You can see that February is always prominent. I think this is a few case that the industry promotion strategy clearly succeeded. Moreover, this will continue in the future.
Besides the “Honmei choco” sent to a lover or husband, there are many “Chocos”. “Giri choco” sent to colleagues in company etc, “Tomo choco” sent to female friends, “Jibun choco” which is chocolate that men who did not get chocolate from women buy themselves.
And also there is an another unique event in Japan. As a return of chocolate received on Valentine’s Day, men have to give something to her on March 14, This is also a strategy of sweets manufacturers and began in the late 1970s. This day is called “White day”. For men who only got “Giri choco”, it is a day they don’t appreciate so much,
Anyway, February and March are women’s months in Japan.There is also a big event called “Doll Festival” in March That day is March 3rd and the International Women’s Day 8th is very close. Let’s talk about that in another topic.
Originally written on Dec.22,2017
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