Saturday February 14, 2009
Tokyo, Japan
Sunny at 20C!!!
Valentine's Day in Japan is nothing like how it is in the United States and is very commercial. It is not a day where lover's express their love for each other by presenting them with gifts. The "Japanese" tradition was introduced by Morinaga – a famous chocolate company – in 1960. It similar to what De Beers did when they heavily marketed the diamond to be the tradition for an engagement ring.
While researching the origin of Valentine's Day in Japan, a found this article from Wikipedia (luv Wikipedia) that succinctly explains how it all got started in Japan and why there is a White Day one month after Valentine's Day.
From Wikipedia:
In Japan, in 1960, Morinaga, one of the biggest Japanese confectionary companies, originated the present custom that only women may give chocolates to men. In particular, office ladies will give chocolate to their co-workers. One month later, in March 14, there is the White Day,
created by the Japanese National Confectionery Industry Association as
a "reply day", where men are expected to return the favour to those who
gave them chocolates on Valentine's Day. Unlike western countries,
gifts such as candies, flowers, or dinner dates
are uncommon. It has become an obligation for many women to give
chocolates to all male co-workers. A man's popularity can be measured
for how many chocolate they receive on that day; the amount of
chocolate received is a touchy issue for men, and they will only
comment on it after getting assurances that the amount won't be made
public. This is known as giri-choko (義理チョコ), from the words giri ("obligation") and choko, ("chocolate"), with unpopular co-workers receiving only "ultra-obligatory" chō-giri choko cheap chocolate. This contrasts with honmei-choko (本命チョコ); chocolate given to a loved one. Friends, especially girls, may exchange chocolate referred to as tomo-choko (友チョコ); from tomo meaning "friend" .
As you can see, its a complicated ritual, so I do not participate so I won't be getting chocolate for White Day again this year. I did witness women bring bags of chocolate to work and also the women lining up to buy chocolates at the many fancy chocolate stores in Japan.
Chocolate Display at Corredo Nihonbashi
Meiji (Morinaga's competitor) had a special kiosk outside their HQ selling Valentine's chocolates. There was a long line of women buying the chocolates
Ginza had Valentine's Day decorations everywhere
The Godiva counter at Mitsukoshi Ginza was busy
but Maxim's was busier..
the line to get to the Maxim's counter at Ginza Mitsukoshi
Even at Mark City (where one of the IBM offices is located) has special kiosks for Valentine's Day. This photo was taken about 5 min before closing time.
Kinokuniya – THE international supermarket – also had a special section for Valentine's Day
Even Mom and Pop shops in Ningyocho got into the act
Pierre Herme, the famous Parisian chocolatier, they say if the woman really likes the man, she gets chocolate from this store. They would not let me take a photo inside unfortunately
The line at Jean Paul Hevin – another famous French chocolatier – in Ometesando Hills
Kiddy Land Ometesando. As usual they were over the top!
but had the most amazing chocolate displays
and it can't be Japan unless Hello Kitty gets into the act!