In Japan, seasonal decorations change almost overnight. Christmas decorations are replaced by New Year's ornaments, and then by Setsubun's oni masks. By mid-January, Valentine's Day preparations begin. Shops, ranging from Tokyo department stores to Kyoto's artisan chocolatiers, are filled with beautifully packaged chocolates, luxury sweets, and DIY chocolate kits. Unlike many countries, in Japan, women traditionally take the lead in giving gifts on Valentine's Day.
How Valentine’s Day Works in Japan
Instead of couples exchanging gifts, Japanese women give chocolates to express love, gratitude, or friendship. There are three main types of chocolates:
1. Giri Choco (Obligatory Chocolates)
Giri choco is a social custom rather than a romantic gesture. It is given to male colleagues, bosses, teachers, and family members. These chocolates are often affordable, store-bought options found in places like Don Quijote (Donki) and convenience stores in Japan.
2. Honmei Choco (True Love Chocolates)
Honmei choco is often homemade or sourced from luxury chocolate brands like Meiji, Royce, and Morozoff, which are given to romantic partners or secret crushes. If you’re in Tokyo, Kyoto, or Osaka, you’ll find exclusive Valentine’s chocolate collections at high-end department stores like Isetan and Takashimaya.
3. Tomo Choco (Friendship Chocolates)
Tomo-choco is exchanged between friends, making Valentine’s Day in Japan a celebration of friendship as much as romance. Travelers visiting Japan during this season often enjoy this tradition by buying chocolates for their tour companions.
White Day in Japan
Unlike Western Valentine’s traditions, men don’t give gifts on February 14th. Instead, they return the favor on White Day (March 14th). The rule? Their gift should be three times the value of what they received!
For travelers in Japan during White Day, expect to see white chocolates, luxury sweets, and high-end gifts dominating store shelves. It’s also a great time to explore Tokyo’s dessert cafés, Kyoto’s matcha chocolate shops, and Osaka’s specialty confectioneries.
If you’re visiting Japan during Valentine’s season, here are the best places to shop for chocolates:
- Tokyo Department Stores (Isetan, Mitsukoshi, Takashimaya) – Premium chocolates and exclusive Valentine’s collections.
- Don Quijote (Donki) – Budget-friendly and quirky Valentine’s gifts.
- Loft and Tokyu Hands – DIY chocolate kits and creative packaging supplies.
- Local Confectionery Shops in Kyoto and Hokkaido – Ideal for handcrafted matcha chocolates and wagashi sweets.
Nonetheless, for a hands-on experience, try Japanese chocolate-making workshops in Tokyo, Kyoto, or Osaka. These sessions let you craft matcha-infused chocolates, traditional wagashi, and premium cacao desserts—a perfect activity for couples and solo travelers.
