Valentine’s Day in Japan: Chocolate, Confessions, and a Sweet Cultural Difference 🍫

Valentine’s Day is just around the corner, and in Japan, this season is full of chocolate, excitement, and unique traditions.Today, I’d like to introduce Japanese Valentine’s culture and especially a very famous chocolate event in Nagoya, along with my own experience.

Valentine’s Day Is Coming Soon in Japan

In early February, Valentine’s Day becomes a big topic in Japan.Department stores, cafés, and convenience stores are filled with chocolate displays, and many people start thinking about gifts, confessions, and special treats.

But Valentine’s Day in Japan is a little different from what you may be used to.

What Is “Amour du Chocolat” in Nagoya?

If you are in Japan—especially in Nagoya—you may hear about “Amour du Chocolat” (アムール・デュ・ショコラ).

This is a large-scale Valentine’s chocolate event held every year at JR Nagoya Takashimaya. It is one of the biggest Valentine’s chocolate events in Japan.

Amour du Chocolat advertisement (Image credit: JR Nagoya Takashimaya Official Website)

Why Do So Many Japanese Women Go Crazy for This Event?

Many Japanese women look forward to this event every year because:

• They can meet famous chocolatiers in person

• They can buy limited-edition chocolates that are only available at this event

• High-quality chocolates from Japan and overseas are gathered in one place

In 2024, the event attracted about 900,000 visitors and recorded a record-breaking 49 billion yen in sales, making it the largest Valentine’s chocolate fair in Japan.

This year’s theme is “Dream”, with around 150 brands participating.There are about 180 limited-edition items, the most ever, and new satellite venues have been added. The event is bigger and more powerful than last year.

Isn’t Valentine’s Day an American Tradition?

You might be wondering:Isn’t Valentine’s Day originally from the United States or Europe?

-Yes, Valentine’s Day itself is a Western tradition.However, it became popular in Japan after being introduced by chocolate companies. Over time, Japan developed its own unique Valentine’s culture, centered around chocolate.

Valentine’s Day in Japan vs. Other Countries

One of the biggest differences is who gives gifts and why.

In Japan:

• Women usually give chocolate to men

• Chocolate can mean romantic feelings, appreciation, or friendship

• Valentine’s Day is often a time for confessions of love

• Men give gifts back on White Day (March 14)

  
  

In Many Other Countries:

• Couples exchange gifts

• Flowers, cards, and dinners are common

• It’s more about celebrating as a couple

This difference often surprises learners of Japanese culture.

My Personal Valentine’s Experience

Last year, I went to Amour du Chocolat just out of curiosity.But honestly, there were too many people, and I didn’t feel like buying anything there. Instead, I later bought the chocolate I liked online.

One of my friends from my nursing days goes every year, though. She told me she spends about 150,000 yen (Around $1000) there each Valentine’s season!haha

For me, Valentine’s Day is not just about giving chocolate to someone else. I love chocolate, so it’s the perfect time to buy a special treat for myself. That’s one reason I really enjoy this season.

Valentine’s Day Is Also About Culture and Fun

Valentine’s Day in Japan is not only about romance.It’s also about enjoying seasonal events, delicious sweets, and cultural traditions.

What About Valentine’s Day in Your Country?

What kind of Valentine’s Day culture does your country have?Do you have a famous chocolate brand or local sweets in your area?

In Yuki-sensei’s class, I don’t only study Japanese language and grammar...I also talk about interesting Japanese culture, events, and everyday life.

I’d love to hear your story. Let’s talk about it in our next lesson.

See you soon!