Transitioning of Valentine's Day In Japan

Most Japanese know by habit February 14 is St. Valentine's Day when girls buy boys chocolate; few are aware what St. Valentine has to do with chocolate. In fact, he has nothing to do with chocolate and with who buys whom. The whole thing boils down to a petty commercial  "event" engineered by a certain pack of people way back in 1950's - in Japan any way.

Young girls may buy boys chocolate but not necessarily on February 14 and it would not have to be chocolate they buy. The Valentine's Day has evolved a localized festivity for girls buying boys chocolate for clear reasons why.

Today's episode has to do with how the girls-buy-boys-chocolate practice is gradually dying down to a down-right common cholo-exchanging annual event.

Unlike their counterparts in the western countries, the Japanese used to be, mark you, used to be less aggressive in finding mates. Some wise men came up with a grand idea to introduce one particular day every year for girls to show affection on to the boys in their minds. 

That's how it all started in mid 1950's. Confectionaries applauded; the media welcomed another cool topic to write about. So, it all worked out fine and the young ones were thrilled over which deck of chocolate to buy whom. But, then there was a smothering sentiment was there and has lingered on for years : why girls buy boys.

The Japanese girls are no longer naive as their big sisters used to abide by the lopsided tradition. They will rather buy themselves chocolate on St. Valentine's Day and get away with it. In fact, a survey in 2006 already showed 70% of 300 females and 50% of males questioned supported "getting rid of the practice of buying chocolate at all". 

Further asked why so, some females said they wouldn't mind receiving but do mind buying; some males detested having to buy back chocolate on "White Day"a month later!

So, folks, Japan is undergoing right now a process of cultural reawakening.

Source:Nikkei