What’s Valentine’s Day (and White Day) in Japan?
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How do you celebrate Valentine's Day and White Day in Japan?
In most places, celebrating Valentine’s Day, women can expect chocolates, flowers and a romantic dinner from their partner. However, in Japan, it’s the opposite: women give chocolates to the men in their lives—from boyfriends to coworkers—though not all chocolates are equal.
The special men in their lives receive honmei choco, “true feeling” chocolates, while Taro from accounting only receives *giri choco, or “*obligatory chocolates.” In March, the tables are turned and men are expected to reciprocate their feelings with *sanbai kaeshi (literally, *three-fold reciprocation).
Ever wonder how Valentine’s Day started in Japan or why things are so different compared to the West? Here’s what you need to know about Valentine’s Day in Japan.
Beginnings and Lost in Translation
Don’t get excited just yet, fellas.
Like most holidays imported from the West, Valentine’s Day in Japan started as an attempt to encourage excessive spending. Morozoff Ltd., a Kobe-based confectionery company, first used the holiday to attract foreigners in 1936, but didn’t start producing heart-shaped chocolates until 1953. Afterward, stores such as Isetan began promoting Valentine’s sales, and the holiday gained popularity.
While no one is certain, and we’re sure Japan’s patriarchal leanings played a part, it’s thought that the switch from men giving chocolates to women to the opposite originated from a translation error. Thanks to Valentine’s Day, Japanese candy companies reportedly make half of their annual sales this time of the year.
What’s White Day?
Gifts shouldn’t require math.
In the 1970s, Fukuoka-based candy company, Ishimuramanseido, saw the candy rush on Valentine’s Day and tried pushing marshmallows on men a month later on March 14, calling it “Marshmallow Day.” Unfortunately, Ishimuramanseido failed to realize that marshmallows are awful unless they’re sandwiched between a Hershey’s bar and a graham cracker. Thus, people just bought white chocolate instead.
Around the same time, Japan’s National Confectionery Industry Association realized it was excluding profits from half of the population. Whether they got the idea from Ishimuramanseido is unknown, but the all-male, middle-aged committee made White Day the official “reply day” for women.
While it’s not written in stone, many women who buy gifts for their husbands or boyfriends on Valentine’s Day expect to receive a “return” three times as good on White Day. White chocolates are still the staple, but dark chocolates, flowers and white lingerie are also popular gifts. Some women might even be expecting jewelry, brand goods and fancy dinners.
Just to be safe, you should probably interpret “three times as good” as “really expensive.”
Do I Have to Give Coworkers Chocolate?
Give and take.
It likely depends on your company’s culture.
With names like “obligatory chocolate,” you can imagine that Valentine’s Day isn’t fun for either women or men. The word 義理 (giri), which is associated with giving Valentine’s Day gifts to people, has a subtle meaning of “give-and-take.” Some dictionaries even translate it as a “debt of gratitude.” Thus, a lot of people dread Valentine’s Day.
To show they are giving appropriately, many women feel pressured to prepare homemade chocolates. It’s not just women who feel the pressure. The idea of having a “debt of gratitude” can be stressful to the recipients of the chocolates ,too. To play it safe, many follow the sanbai-kaeshi rule on White Day.
40 percent of female and male employees see giri choco as power harassment.
This excessive consumerism also gave rise to the term エビでタイを釣る (ebi de tai wo tsuru),* or “*using a shrimp to catch a big fish.” This expression is often associated with White Day and refers to women who give a small gift, hoping their boss will feel obliged to reciprocate with something bigger on White Day.
Indeed, all this Valentine’s Day pressure has caused companywide bans on the holiday. Recent surveys show that nearly 40 percent of female and male employees see giri choco as a form of power harassment. Nevertheless, others enjoy the practice because it makes coworkers happy and “promotes smoother workplace communication.”
Moreover, your company might appreciate it if you participate in the culture by sharing chocolates with your coworkers on White Day.
They Can Still be Romantic
Photo: iStockWho says you have to commit to tradition?
Regardless of company drama, Valentine’s Day is still enjoyed by couples.
Although a romantic night out is more of a Christmas Eve affair in Japan, you can still celebrate the holiday as you would back home. Your Japanese partner might even appreciate the break from giri-tradition. Restaurants and flower shops have also been promoting Valentine’s Day as a Western-style holiday for couples in recent years.
Need a few hints for a romantic night out? Check out these Valentine’s Day tips and tricks:
How do you celebrate Valentine’s Day in Japan? Let us know in the comments!
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Original source:GaijinPot Blog ↗
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