How do you spend Valentine’s Day? I buy lots of limited-edition chocolates sold only during this season and share them with my family. I’m a sucker for seasonal treats.

In Japan, it’s common for women to give chocolates to men on Valentine’s Day. This tradition is seen in schools, workplaces, homes, and, of course, between romantic partners.

Chocolates given to someone special are called “honmei-choco” (true feelings chocolate). On the other hand, chocolates given out of politeness to male coworkers are called “giri-choco” (obligation chocolate)—a thoughtful gesture to brighten someone’s day.

Having worked at a florist, I am familiar with how Valentine’s Day is celebrated overseas. On Valentine’s Day, many international customers visited my shop to buy bouquets. Since I love flowers, I was always enchanted by the romantic Valentine’s culture abroad.

I often wished that Japanese men would also give bouquets to women on Valentine’s Day. However, Japan has a unique tradition called White Day, celebrated a month later. On this day, men give return gifts to the women who gave them chocolates. These gifts aren’t limited to chocolates or flowers—they can be jewelry, home-cooked meals, or other thoughtful presents that reflect the recipient’s preferences.

While men waiting to receive chocolates on Valentine’s Day may seem passive, those carefully choosing gifts for White Day show a different kind of thoughtfulness. In this way, the Western celebration of love has evolved into a uniquely Japanese tradition of expressing affection.