Japanese Valentine's Day

Valentine’s Day was introduced in Japan around 1952 when Morozoff, a confectionary company, started to promote it. Although the festivities around Valentine’s Day did not catch on initially, years later they became a booming business. At first companies were not necessarily focused on selling chocolates, but in 1958 Mary’s Chocolate Company tried a different approach to generate more profit. The company president, Mr. Hara, was inspired by a friend in Paris who sent him a letter:

There is a holiday called Valentine’s Day in this country and people confess their love through presenting flowers, cards and chocolate. Mr. Hara added that this day could be made into the only day of the year a woman confesses her love through presenting chocolate.[cf p.46-47]

The chocolate industry introduced the tradition of chocolate giving during Valentine’s Day, but later on another tradition arose as well: giri choco (義理チョコ) which translates as obligatory chocolates. Let us take a look at giri, which is printed on the box.