Smile On Chocolate

If you ask me Valentine's Day in Japan is too commercial, I answer you it's exactly true.

Additionally, Japanese are seasonal events madness. You know, Japanese spent too romantic Christmas about two months ago. Japan has faced severe economic conditions, but the seasonal goods market seems to be good.

Amazing Isetan: Bread and Circus in Tokyo

I’d like to share with you an incredible happening that I met. There is a famous department store Isetan at Shinjuku. It is cutting edge and extremely cool. A lot of customers visit for shopping from all over the world every day and the store’s public address system call notice in 4 languages Japanese, English, Chinese and Korean.

Isetan sells huge kinds of products from various regions. French luxury hand bags, spice from Northern Africa, Turkish sweets, Chinese liquor, bleeding edge Harajuku fashion, Japanese traditional goods like fine art, or etc. A week ago “Setubun”, Isetan sold over 20 kinds of roll sushi “Eho-maki”. Over 20!! It was as if it were Eho-maki museum. Surprisingly, some of them were Chinese, Korean or Indian flavor.

Valentines sale at Isetan is extremely incredible. Rather, I have to say it is crazy. I saw a golden shiny camel-shaped chocolate there. The height was over 50cm. Though the tag said "Suitable for Party", I couldn't imagine whoever bought the camel.

The most popular products in the sale are French fine chocolates that are called “chocolat”. Isetan not only exported great amount of “chocolat” but also brought over famous artisans “chocolatier” from Paris or other regions in France.

Once I went to the floor out of curiosity, I was very surprised at crowds. I saw the “chocotatie” was surrounded by the crowds and gave his autograph on his “fine art” box. He was as if he were an actor or a rock star. I found another artisan on his break in the corner. He seemed to be really exhausted. He probably likes people love their chocolates but can never understand the fever.

Mystery of returning gifts

If you experienced some Japanese seasonal events, you probably have been confused about the custom of giving and returning gifts. Even though you didn’t really meet it, you would have heard of it. Honestly, even Japanese including me feel it is really complicated and annoying.

I’ll tell you funny Japanese words that corresponded to Valentine’s Day industry. Have you ever heard words “Honmei Choco” or “Giri Choco”? Honmei Choco is given by a woman to a boyfriend or a prospected boyfriend. I’ve heard young women spend the average of 3,000 yen on such a kind of chocolate. Some women give their hand-made chocolate to call an attention to their boyfriend. Other women give a small gift with chocolate. After a new year “Oshogatsu”, department stores in Tokyo are enveloped in Valentine’s Day mood.

On the other hand, “Giri” means obligation and “Giri Choco” are given male co-workers, casual acquaintances, and others to whom they have no strong attachment. It is relatively cheap. As Giri Choco is obviously different from Honmei Choco, no one confuse Giri choco with Honmei Choko.

Last night a TV news reported the tendency of this year. A shop staff in Ginza predicted more chocolate will be sold than last year, because the day of this year is Wednesday and Japanese economy shows small signs of picking up. Currently, Valentine’s day is free from compassion and hospitality and has a strong bond with a chocolate industry.

Anyway, men who received the chocolate have to give the women a gift on Mar 14th, so called “White Day”. Some women highly expect to get the returning gift. If gentlemen skip White Day, they have to be ready for women’s complains in two or three years.

Regarding the returns to the chocolate, several years ago, a department store sent me some bulky booklets. One of them was about chocolate. Others were about women’s accessories including luxury jewelries. New model of jewelries in winter season? Why? After for a while, I realized that the department store recommended the woman who gave a fine chocolate to their boyfriend asked him to buy the jewelries as her returning gifts. A lot of givers is office worker with a high disposable income. If they would like to have, they should buy by their selves. That offended me, and I threw the booklets away. It was more beautiful and fashionable than magazines

Why don’t you enjoy the funny Japanese event?

I don’t like Valentine’s Day Commercialism, but I like the idea of the Valentine’s Day and have enjoyed the event. Moreover, I love chocolates. I prefer to share it with others. As February is the coldest in a year, it is very good after walking outside.

Many Japanese know the origin of Valentine’s Day. It is the day when we share the love. I always feel it is very rare to say thank you directly to coworker in Japanese. As Japanese are shy and introvert, it is good opportunity to show their appreciation to others with a sweet chocolate.

This year I’ll bring a small chocolate box to my office and place it with a message “Smile on Chocolate” on cupboard. I’ll enjoy spending a good coffee break with my coworkers. Of course, I’m independent of the White Day.

You might be given some chocolates by Japanese women. I hope you enjoy the funny event and receive them with your big smile. The best return for the giver is that you are pleased at the gift. If she implies excessive expectations you have only to tell her a famous phrase in the bible; “There is more happiness in giving than in receiving”. Japanese has to get over the commercialism.