From elementary school card exchanges to flowers, romantic dinners, and even marriage proposals, February 14th has become the second biggest "giving" day of the year, right after Christmas. According to a poll conducted by CBC News, about 68% of Americans in committed relationships plan to celebrate the holiday. In the UK, an estimated 52% of Brits will celebrate Valentine’s Day, while in Canada, a survey by the Retail Council of Canada shows that 48% of Canadians plan to take part in 2025. Though Valentine’s Day is not a public holiday in any country, it is widely celebrated as a commercial holiday across the globe. The origins of Valentine’s Day remain uncertain, but it is believed to have evolved from the Roman festival of Lupercalia, held in mid-February, which celebrated health and fertility—likely due to the similarities between the two. It wasn’t until the 14th century that Valentine’s Day became widely recognized as a celebration of romance.
If you’re planning to spend this special day in Japan this year, it’s important to learn about the country’s unique Valentine’s Day customs. In Japan, this day isn’t just for couples; it’s a major event in schools and workplaces, and certainly not one to be taken lightly! Let’s take a closer look at how Japan celebrates this romantic festival.
A Valentine’s Day Like No Other
As the name suggests, Valentine’s Day is traditionally a celebration for couples, a time when lovers go out of their way to create unforgettable memories together. They celebrate love by exchanging gifts such as roses or chocolates, going out for romantic dinners, or spending quality time with their significant other in other ways. However, in Japan, the people most involved in the day’s traditions aren’t necessarily just couples; they are often women with a special someone in mind.
Every year on February 14th, Valentine’s Day in Japan offers women the opportunity to express their feelings to the men they secretly admire, respect, or wish to thank. Rather than waiting for a confession, women take the initiative by gifting chocolates to their loved ones as a subtle yet heartfelt gesture of affection. While many may think romantic confessions are typically led by men, Japan follows a different tradition.
The Origins of Japan’s Valentine’s Day Tradition
Though Valentine’s Day originated in the West, the tradition of women gifting chocolates to men first took off in Japan during the 1950s. Interestingly, this wasn’t born out of romance but rather a marketing strategy. In the 1950s, a confectionery company devised a promotional campaign to boost chocolate sales by introducing Valentine’s Day to Japan, where people were still unfamiliar with the tradition of chocolate gifting. However, due to a slight misunderstanding, when the campaign was published, it was portrayed as a day for women to express their love to men by giving chocolates, rather than the intended idea of men giving chocolates to women.
Love Confessions, the Japanese Way
How do the Japanese confess? Well, the anecdote goes that one of Japan's great literary figures, Natsume Sōseki, while teaching English, once suggested the phrase 'I love you' could be exquisitely translated into Japanese as '月が綺麗ですね' or 'The moon is beautiful tonight.' Behind this poetic phrase, the notion of love is that it doesn’t necessarily need to be spoken directly and can be conveyed with subtlety and actions.
On Valentine’s Day, while some women boldly confess their feelings to the person they romantically admire, many struggle to express their emotions openly. Instead, they turn to homemade chocolates as a subtle way to communicate their affection.
Now, some might wonder, what about the men who receive these chocolates? Are they supposed to give something in return? That is where White Day comes in.
March 14th: White Day – The Men’s Turn to Respond
Exactly one month after Valentine’s Day, March 14th is known as White Day, a time for men to reciprocate the chocolates and feelings they received on Valentine’s Day. There are several theories about the origins of White Day, but one widely accepted story is that it began in Japan. The confectionery company Ishimura Manseido is said to have initiated the idea by promoting March 14th as a day for men to return gifts. Since sugar, a key ingredient in sweets, is white, the occasion came to be known as White Day. However, choosing the right gift is no simple matter! Traditionally, the type of gift given in return conveys a deeper message: sweets (candy or chocolate) mean “I like you too,” biscuits suggest “Let’s just be friends,” and marshmallows indicate “I’m not interested in you.” The thoughtfulness behind the return gift reveals the man’s true feelings!
The Many Meanings of Chocolate
In Japan, chocolates given to a crush or significant other are known as “Honmei Choco” (本命チョコ), meaning “true love chocolates.” However, chocolate-giving isn't limited to romance—over time, several other types of chocolates have emerged. “Giri Choco” (義理チョコ) are obligatory chocolates given to male friends or colleagues, while “Tomo Choco” (友チョコ) refers to chocolates exchanged among female friends. “Gyaku Choco” (逆チョコ) is a reverse tradition, where men gift chocolates to women, though this is less common. Lastly, “Jibun Choco” (自分チョコ) are self-chocolates, bought as a treat for oneself. With so many variations, it’s no surprise that Valentine’s Day and White Day have become heavily commercialized. However, at their core, these occasions remain opportunities for people to express their feelings—whether it’s love, appreciation, or gratitude. So, as Valentine’s Day approaches, will you be gifting a special chocolate to someone dear to you?
2025 Valentine's Day Chocolate Recommendations: GODIVA, ROYCE, and Other High-End Chocolate Gift Boxes
Giving chocolates on Western Valentine's Day (February 14) is a way to express affection, much like giving a bouquet of flowers. As a token of love, both the flavor and packaging are highly valued. While DIY chocolates made from scratch show sincerity, it can be quite a challenge for those who aren’t skilled in making confectioneries.
For those who aren’t skilled in kitchen, Below are some of the premium chocolate brands, some of which have already released their 2025 Valentine's Day gift boxes! With their great packaging, choosing one of these chocolates might be an great options.
Godiva Chocolatier
Godiva Chocolatier, one of the best-known chocolate companies, has released their Valentine's chocolate collection this year.
Bouquet de GODIVA Selection (12 Pieces)
The heart-shaped package features charming illustrations of happy birds and cute flowers, filled with six varieties of exclusive chocolates that resemble a beautiful bouquet.
Price: ¥6,480 (tax included)
Bouquet de GODIVA G Cube Assortment Heart Tin (10 Pieces)
The "Bouquet de GODIVA Collection" is designed to bundle and deliver each heartfelt sentiment. This heart-shaped tin, decorated with charming illustrations of happy birds and cute flowers, is filled with an assortment of G Cube chocolates: White, Milk, Dark, and the new Milk Strawberry Mousse flavor, introduced for this Valentine’s Day.
Price: ¥ 2,376 (tax included)
Bouquet de GODIVA Assortment (15 Pieces)
The "Bouquet de GODIVA Collection" is designed to bundle and deliver each heartfelt sentiment. In a package adorned with cute floral illustrations and gold leaf to represent a bouquet, this collection includes limited-edition chocolates inspired by flowers, along with pralines and more.
Price: ¥6,156 (tax included)
ROYCE'—The Hokkaido Chocolate Store That Has Dominated as a Must-Buy Souvenir for Years
ROYCE' is a renowned chocolate brand from Hokkaido, Japan, famous for its premium-quality chocolates, which have become a must-buy souvenir for visitors to the region. Established in 1983, ROYCE' has earned a reputation as one of the most beloved chocolate shops in Japan. The store’s signature product, Nama Chocolate (生チョコレート), is particularly famous. This indulgent, smooth chocolate is made with fresh cream and a higher proportion of cocoa, giving it a rich and delicate flavor.
The unique texture of Nama Chocolate—creamy and almost melt-in-your-mouth—has captured the hearts of chocolate lovers worldwide. Unlike many other chocolate brands, ROYCE's Valentine's Day collection stands out with its unique offerings. The most popular item in their Valentine's collection is the Sweet Assortment Chocolate Gift Box, which includes not only chocolates but also chocolate wafers, chocolate biscuits, and other delightful sweets.
ROYCE Petit Gift [Sweet Catoru]
This Valentine's, express your feelings with a small red box filled with treats. The assortment includes four distinct flavors, such as the limited ROYCE Cafe Mocha and ROYCE Rusk (Cheese & Onion), all packaged in a charming box with a ribbon-tied handle. This delightful selection pairs well with alcohol, making it a perfect gift for those who enjoy a drink, or simply a thoughtful small gift for any occasion.
Price: ¥675 (tax included)
A Perfect Combination of Crispy Cookies and Smooth Chocolate Made with a flavorful dough that includes oatmeal, whole wheat flour, and regular flour, these cookies are baked to a delicious crispness. One side of each cookie is coated with smooth, mellow chocolate. The combination of the light, crunchy texture and the chocolate, accented with a hint of salt, creates a delightful treat that is sure to bring smiles to everyone.
Price: ¥675 (tax included)
ROYCE Sweet Assortment [17 Pieces]
Limited Edition & Popular Flavors for the Perfect Valentine's Gift This assortment includes a variety of delicious treats, featuring limited-time flavors such as ROYCE Cafe Mocha and Graham Chocolate Cookies. The elegant packaging, designed with delicate lace and ribbons, makes it an ideal gift for your loved ones.
Price: ¥1,782 (tax included)
Venchi
Venchi is a celebrated Italian chocolatier, known for its high-quality, handcrafted chocolates made from the finest cocoa beans. Established in 1878 in Turin, Venchi blends traditional craftsmanship with unique flavors to create luxurious chocolates, pralines, and truffles. With a focus on quality, sustainability, and artistry, Venchi shares the rich tradition of Italian chocolate-making with chocolate enthusiasts worldwide. Each piece is a true indulgence, offering an exceptional taste experience that delights the palate. This year, Venchi has also released its Valentine’s Day collection of chocolates.
Rose & Navy Heart Gift Box – 2025 Valentine's Season Limited Collection
This heart-shaped box is filled with an assortment of 16 pieces, featuring seven different varieties of Italian-style sweets. Highlights include Panna Cotta & Caramel, Tiramisu, and Baci di Dama. The "Rose & Navy" collection is composed of three shades of pink, reminiscent of a beautiful rose, contrasted with navy, with gold lines adding a touch of luxury and elegance. The simple design, somewhat understated for Venchi, gives it a noble and refined impression, while the navy ribbon adds a sophisticated finishing touch.
Price: ¥7,560 (tax included)
Rose & Navy Hamper Small – 2025 Valentine’s Limited Collection
This slim, cylindrical hamper box includes 12 pieces, with six varieties from the Italian Dolce range, such as Panna Cotta & Caramel and Tiramisu. The "Rose & Navy" collection features three shades of pink, inspired by roses, paired with navy blue and a gold line for a refined touch. The simple design gives it a clean and elegant look, while the navy ribbon adds a polished finish.
Price: ¥５,400(tax included)
Rose & Navy Mini Book Tin – 2025 Valentine’s Limited Collection
This year’s Valentine’s edition of the popular Mini Book Tin includes 8 pieces of chocolate in 3 different varieties. The "Rose & Navy" collection features three shades of pink, inspired by roses, and is paired with navy blue for contrast, with a gold line adding a refined touch.
Price: ¥4,320(tax included)
Rose & Navy Gift Box – 2025 Valentine’s Limited Collection
This square gift box with a noble design contains 12 pieces of Italy’s traditional "Cremino" chocolate in 4 different varieties. The "Rose & Navy" collection is made up of three shades of pink, inspired by roses, and contrasted with navy blue, with a gold line adding a refined touch. The simple design, typical of Venchi, gives it an elegant look, while the navy ribbon adds a finishing touch.
Price: ¥3,966(tax included)
Jean-Paul Hévin
Jean-Paul Hévin is a renowned French chocolatier known for his exceptional craftsmanship and dedication to creating high-quality chocolates. With a passion for fine ingredients and innovative techniques, he has earned international recognition for his unique and luxurious chocolate creations. Hévin’s chocolates are celebrated for their balance of rich, intense flavours and elegant presentation, making him one of the most respected names in the world of artisan chocolate. This year, his brand, named after him, also released a Valentine’s collection.
Bonbon Chocolat 16-Piece Set – Jungle Love
This 16-piece box of bonbon chocolates includes 8 limited-edition chocolates from the Jungle Love collection. The design is inspired by the paintings of Henri Rousseau, a pioneer of naïve art, who had a deep fascination with the jungle. His vivid and dreamlike depictions of the jungle influenced the creation of this unique chocolate collection.
Please note: This product comes with a special limited-edition carrying bag.
Price: ¥8,535(tax included)
Bonbon Chocolat 9-Piece Set – Jungle Love
This 9-piece box of bonbon chocolates includes 8 limited-edition chocolates from the Jungle Love collection. The design is inspired by the works of Henri Rousseau, a pioneer of naïve art, who was deeply fascinated by the jungle. His iconic paintings provided the inspiration for this unique chocolate collection.
Please note: This product comes with a special limited-edition carrying bag.
Price: ¥6,588(tax included)
Bonbon Chocolat 25-Piece Set – Le Nouveau Monde
This 25-piece box of bonbon chocolates includes 15 limited-edition chocolates from the Le Nouveau Monde collection.
Price: ¥12,404(tax included)
Pierre Marcolini
Pierre Marcolini is a Belgian chocolate brand that creates handcrafted chocolates using carefully selected ingredients. The brand offers a variety of chocolate products, including pralines and truffles, and is known for its focus on craftsmanship. 2025 marks Pierre Marcolini's 30th anniversary, and the theme for their Valentine’s chocolates this year is “Surprise Surprise.” As a thank you to those who support the brand, Pierre Marcolini brings a range of surprises to celebrate.
The Grand Coffret Printemps is a collection that takes you through the history of Pierre Marcolini's creations, featuring a mix of past and new products. This chocolate box includes a selection of chocolates such as two pieces of orangettes, one piece of Pierre Marcolini Grand Cru, one Cool Cocco Raspberry, one Animo Caramel, one Noisette Ré, one Sablon, one Gianduja Pistachio, one Ball of Golf, one Vanilla Croquant, one Part d'Amand Pistachio, one Torsadé, one Pave de Tour Noir, one Blanc Mandian, one Time Orange, one Violette, one Truffle Verbena, one Caramel Noir, and one Petit Bizou Praline Noisette.
Priced at ¥9,720 (including tax)
The Selection 25-piece box offers a special assortment of 25 chocolates, featuring a mix of Pierre Marcolini's popular series. It includes the newly revamped Cool Cocco Series, the two-layer Création Series with different textures, and the Grand Cru Series showcasing distinctive flavours from various cacao-producing regions. The selection includes Pierre Marcolini Grand Cru, along with flavours from regions such as Peru, Cuba, São Tomé, India, and Madagascar. It also features flavours like Cool Cocco Hazelnut Truffle Summer, Cool Cocco Pistachio, Cool Cocco Apricot Passion, Cool Cocco Kumquat Mandarin, Cool Cocco Yuzu Sesame, Cool Cocco Raspberry, Darjeeling, Earl Grey, Matcha, Cassis Tonka, Lemon, Rose, Honey, Vanilla, Ginger, Café Badián, Yuzu Hazelnut, Animo Caramel, and Petit Bizou Praline Hazelnut.
Priced at ¥10,260 (including tax)
Création 12-piece set features the Création Series
The Création 12-piece set features the Création Series, which combines two distinct textures in each piece. This limited edition set includes 12 pieces of 10 unique flavours, including some exciting new flavours making their debut in Japan. Packed in a special, exclusive package, it’s a perfect treat for those looking to explore new tastes. The set includes flavours like Darjeeling, Vanille, Earl Grey, Matcha, Cassis Tonka, Citron, Rose, Miel, Gingembre, and Café Badiane.
Priced at ¥5,508 (including tax)
La Maison du Chocolat is a French chocolate brand renowned for its high-quality, handcrafted chocolates. With a focus on using the finest ingredients, the brand offers a wide range of products, from pralines and truffles to luxury chocolate bars. Known for its expert craftsmanship and attention to detail, La Maison du Chocolat provides a premium chocolate experience for true chocolate lovers.
The Heart Gift Box S2 is a Valentine’s offering from the 2025 "PARIS S'ENVOLE" collection, designed to express love and gratitude. This heart-shaped box is filled with four recipes, two heart-shaped Bûches, and a selection of classic recipes. Inside, you’ll find four Valentine’s recipes, featuring ganaches and pralines, along with the heart-shaped Bûches. The box also includes La Maison du Chocolat's classic recipes. With 45 pieces, this gift box is for sharing with a loved one or celebrating a moment together.
Priced at ¥16,524 (including tax)
Effervescence Gift Box 20 Chocolates
Effervescence 20-piece Box features two Champagne-flavoured ganaches: Brut and Rosé. The round-shaped chocolates, reminiscent of Champagne bubbles, are arranged in an elegant Champagne gold box, creating a festive gift. The assortment includes dark ganache with the bold strength of Brut Champagne and milk ganache with the fruity softness of Rosé Champagne. The aromatic, melting ganache is encased in a slightly thick coating, offering a delightful contrast in texture. Perfect for Champagne lovers and those who don’t typically enjoy Champagne, this gift brings the refined aroma of Champagne-flavoured ganache to everyone.
This product contains alcohol. Must be 18 or 21 years of age to purchase the item.
Priced at ¥7,776 (including tax)
Leonidas
Leonidas is a traditional Belgian chocolate brand founded in 1913. Known for its rich heritage, it is a royal supplier to the Belgian court, offering high-quality chocolates made from the finest ingredients.
Leonidas Valentine's Truffle & Praline Mix Gift Assortment
The Leonidas Valentine's Truffle & Praline Mix Gift Assortment (12 pieces, GM12) includes the new Manon Noir Intense, which features a praline layer and dark chocolate mousse filling, all wrapped in dark chocolate and topped with dark chocolate chips – perfect for chocolate lovers. This assortment also includes the signature Manon Café alongside other smooth pralines and ganaches, allowing you to enjoy the rich flavours of Leonidas.
Priced at ¥5,340 (including tax)
LeTAO
LeTAO, a renowned Japanese confectionery brand founded in 1998 in Otaru, Hokkaido, is famous for its signature "Double Fromage" cheesecake and a variety of high-quality chocolates. One popular item is the "Petit Chocolat Strawberry," featuring freeze-dried strawberries coated in white chocolate and strawberry powder for a sweet and tangy treat. In addition to its Otaru store, LeTAO operates specialty shops like "LeTAO le chocolat," offering over 50 types of chocolates made from globally sourced ingredients. This year, LeTAO also launched a special collection of Valentine's Day chocolates, perfect for sending love to someone special.
LeTAO's Valentine's Day Chocolate Gift Set
LeTAO's Valentine's Day Chocolate Gift Set offers a luxurious selection of chocolates, including the Terra Vie, which combines Darjeeling chocolate with tangy berries, dried strawberries, raspberries, and a crispy feuilletine crunch. It also features the creamy Chocolat Point, made with almond, egg, and milk, and the delightful Petit Chocolat Fig Berry, a bite-sized treat infused with fig, berry, and a touch of alcohol. This elegant assortment is perfect for sending love to someone special this Valentine's season.
Priced at ¥10,368 (including tax)
LeTAO's Royal Montagne 3-Type Set
LeTAO's Royal Montagne 3-Type Set includes the Royal Montagne, Lychee Jasmine, and Peach Earl Grey flavors. The set offers a variety of chocolates with different flavors, making it a good choice for Valentine's gifting.
Priced at ¥10,368 (including tax)
The brands mentioned above are world-renowned for their chocolates, each offering unique gift boxes that cater to different tastes and dietary preferences. Keep in mind that many products have limited availability, both in terms of sales period and quantity (check the official websites for details). If you're planning to send a sweet Valentine's gift to your significant other, be sure to prepare in advance!
