February
2026 / 02 / 14
International Day
Valentine's Day
Valentine's Day (Japan)
Background and Significance:
Valentine's Day (February 14th) customs in Japan are unique, with the core tradition being women giving chocolates to men to express their feelings. This custom originated in the 1950s, promoted by a marketing campaign from a chocolate company, and graduy evolved into a significant social practice. It is not only about romantic love but also extends to workplace and social settings, leading to the distinction between 'honmei-choco' (given to a romantic interest) and 'giri-choco' (given to colleagues or friends as a gesture of thanks).
Celebration Practices:
On February 14th, women purchase or hand-make chocolates to give to their husbands, boyfriends, romantic interests, or male colleagues and friends. As a reciprocal gesture, men give gifts such as candies, cookies, or jewelry to women on 'White Day,' which occurs one month later on March 14th. In recent years, trends such as 'tomo-choco' (friendship chocolate exchanged between women) and 'jibun-choco' (self-chocolate bought for oneself) have also emerged.
Corporate PR and Communication Campaign Suggestions:
For companies, especiy brands targeting markets in the Asia-Pacific region (excluding China), this holiday can be leveraged for the following PR and communication activities:
Background and Significance:
Valentine's Day (February 14th) customs in Japan are unique, with the core tradition being women giving chocolates to men to express their feelings. This custom originated in the 1950s, promoted by a marketing campaign from a chocolate company, and graduy evolved into a significant social practice. It is not only about romantic love but also extends to workplace and social settings, leading to the distinction between 'honmei-choco' (given to a romantic interest) and 'giri-choco' (given to colleagues or friends as a gesture of thanks).
Celebration Practices:
On February 14th, women purchase or hand-make chocolates to give to their husbands, boyfriends, romantic interests, or male colleagues and friends. As a reciprocal gesture, men give gifts such as candies, cookies, or jewelry to women on 'White Day,' which occurs one month later on March 14th. In recent years, trends such as 'tomo-choco' (friendship chocolate exchanged between women) and 'jibun-choco' (self-chocolate bought for oneself) have also emerged.
Corporate PR and Communication Campaign Suggestions:
For companies, especiy brands targeting markets in the Asia-Pacific region (excluding China), this holiday can be leveraged for the following PR and communication activities:
- Thematic Marketing: Launch limited-edition Valentine's Day chocolate or dessert gift sets, or 'White Day' reciprocal gift sets, and promote them through social media.
- Emotional Content Marketing: Create short videos or stories centered on themes like 'gratitude,' 'thoughtfulness,' or 'self-love,' aligning with the trends of 'giri-choco' and 'jibun-choco' to resonate with the audience.
- Workplace Care Activities: B2B companies can organize internal events encouraging employees to exchange 'giri-choco' or have the company distribute sm gifts to staff to enhance team cohesion and corporate culture image.
- KOL/Influencer Collaboration: Partner with local Key Opinion Leaders or influencers in the food and lifestyle sectors to promote featured products or share creative gifting ideas.
- Online and Offline Integration: Set up themed decorations and photo spots in physical stores, while simultaneously launching online hashtag chenges or giveaway campaigns to increase brand exposure and engagement.
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