Cupid' s arrow reaches Japan

  • Published
  • By Airman 1st Class Kenna Jackson
  • 35th Fighter Wing Public Affairs
MISAWA AIR BASE, Japan --  Whether you woke up this morning giddy with excitement and a slight blush on your cheeks or irritated and depressed because you are single, you probably already know that today is Feb. 14; Valentine's Day.

Despite the fact that it's not fully known where this holiday tradition began or who Saint Valentine was, the romance behind the legend has lingered for centuries and is celebrated by people world-wide.

In the west, men are smothering their partners with lovey-dovey poetry, sweet gifts and other romantic gestures, but the Japanese have their own spin on the holiday. In Japan, Valentine's Day is a time for women to express their innermost feelings to the men in their life with chocolaty sweets.

Chocolate has been available in Japan since the late 1700s when Dutch traders would give it to Japanese prostitutes. However, these yummy treats weren't restricted to the Red Light District and became part of a Valentine's Day tradition in the 1950's when it was legally considered a special occasion.

"This tradition began many years after World War II, when Japan's economy began to pick up steam," said Miyuki Taneichi, 35th Force Support Squadron multi-cultural instructor. "Japan saw western products as 'sophisticated' and the people had begun to develop a taste of luxury and wealth. Valentine's Day was seen as a great money-making scheme and advertisement that Feb. 14 was the only day of the year a woman could profess her love through chocolate."

Since then, Japan became the largest market for chocolate in Asia.

Now, women of all ages crowd the chocolate shops, pack the shopping malls and lighten their wallets for this single opportunity to present men with their sweet affection.

Unfortunately, it wasn't long before people started getting confused as to the meaning behind a woman's gift.

"'Does she like me or am I just a friend' became a popular question among the men, especially in junior high," said Miyuki.

To clear up any confusion about the female population' s wishes and desires, there are at least three different types of chocolate:

Giri-choco 'obligation chocolate'

If a boy or man should receive a giri chocolate, well, the name says it all. Females give these inexpensive and simply packaged chocolate, usually bought from convenience stores, to their male coworkers and supervisors. These candies are usually considered, 'polite or keeping the peace' candy.

Tomo-choco 'friendship chocolate'

Despite Valentine's Day being a holiday where girl's give chocolate to the guys, it is not uncommon for girls to give their girlfriends chocolate too. This chocolate is usually inexpensive but symbolizes a long friendship.

Honmei-choco 'potential winner chocolate'

Honmei are rich chocolate, romantically presented and obviously expensive. Honmei chocolate can also be home-made to symbolize sincerity. If a woman gives a man this kind of chocolate it means that the recipient either is viewed in a romantic light or has a large place in their heart.

However, variety does not guarantee all men will receive chocolate. In Japan, this fact is horrifying, because to not receive any is considered socially unacceptable, horrendously embarrassing and a huge blow to a Japanese man's self-esteem. Which is why, amusingly enough, there is such a thing as 'Valentine's insurance'.

If the guy feels like he's at risk of not receiving chocolate from a girl on Valentine's Day, he may contact a delivery service and will receive a package on Feb. 14 with chocolates and a message from a 'self-professed beautiful lady' named Reiko.

Whatever it takes to boost self-confidence, right?

So, whether you're a blushing school girl handing out honmei-choco to your junior high school crush or a introverted young man on the cusp of adulthood, there is always a way to have a happy Valentine's Day.