Love is in the Air - Japanese Snacks and Valentine's Day!
With February just around the corner, the only thing you might see around Japanese shops and markets is lovey, Valentines-themed decorations interspersed with early cherry blossom decorations. Within Japan, Valentine’s Day is a massive event, but the traditions are almost the complete reverse of what you might expect when compared to the west. Let’s take a deep dive and look into the significant shift in Japan’s snack scene around Valentine’s Day!
Because of how the holiday was introduced to the country, Valentine's Day in Japan is traditionally a day where women give gifts to men, not the other way around. This unique dynamic created a complex social culture surrounding chocolate giving, split into two main categories. First is giri-choco, or "obligation chocolate," which is inexpensive chocolate given to male coworkers, bosses, and acquaintances just to be polite. On the flip side is honmei-choco, or "true feeling chocolate," which is higher quality, often handmade, and given to a romantic partner or crush to confess love. Both of these different kinds of chocolates start to become increasingly prevalent at just about any store you could find snacks and food in, from convenience stores to grocery stores to even specialty shops in malls and department stores.
Because of this increasing demand, convenience stores and supermarkets throughout February also shift to making everything pink, red, and generally themed around love and Valentine’s Day the same way you might see it in the west. You don’t just see standard chocolate bars; you see limited-edition versions of everything from Pocky to potato chips coated in rich chocolate. The shelves are flooded with red and pink packaging, often pairing the chocolate with strawberries, which acts as a bonus as they are in peak season during the Japanese winter. The tartness of the Japanese strawberry balances the sweetness of the chocolate, making it the second most popular flavor of the month.
And of course, traditional Japanese flavors don’t disappear just because it’s a Western holiday. High-end chocolatiers and snack brands often release special Valentine's collections featuring matcha, sake, or even hojicha (roasted green tea, with matcha being especially common around this time for its more regal reputation and the way it pairs with ruby chocolate and strawberry. It’s a time when the lines between traditional Japanese sweets and modern Western confectionery blur, creating unique treats you can only find at this time of year.
Japan is a place where even imported holidays get a unique local spin, and February is the perfect time to indulge in the country's incredible chocolate and fruit flavors. For those wanting to taste this sweet side of Japanese culture, our Snack BOX can take you on a delicious trip through the season’s best treats; giving you a fresh taste of the trendiest chocolates and seasonal snacks every month. See what’s inside here, and treat yourself to a taste of Japan!
