Valentine’s Day is known around the world as a time to share love and appreciation — but in Japan, it’s celebrated in a distinctly unique way. One of the most well-known customs is giving chocolates, not just to partners, but to friends, coworkers, and loved ones of all kinds.
That’s why, every year, stores across Japan fill with seasonal sweets, from classic favorites to creative new and limited-edition treats. Department store confectionery counters and specialty shops become a chocolate lover’s paradise.
In this article, we’ll introduce some of this season’s must-try limited editions — plus exclusive offers for JCB cardmembers.
Understanding Japan’s Unique Valentine’s Day Culture
Valentine’s Day is celebrated in many different ways around the world — with each country putting its own spin on how love and appreciation are expressed. In Japan, the day has come to mean giving chocolates not only to partners, but also to people you have feelings for, as a way to show affection or even confess love. This uniquely Japanese tradition began in the 1950s, when a chocolate company’s marketing campaign sparked a new way of celebrating the holiday.
In Japan, the custom of giving gifts to show appreciation — a deeply rooted part of the culture — has also influenced how Valentine’s Day is celebrated. Over time, the tradition has expanded beyond romance, becoming a way to express gratitude to a wide range of people, regardless of romantic feelings. This shift has led to the creation of different names for Valentine’s chocolates, based on the relationship between the giver and the recipient. Let’s take a look at some of the most common types.
Honmei Choco
“Honmei” refers to someone you have romantic feelings for, and the chocolate given to that person on Valentine’s Day is known as honmei choco. These chocolates are often chosen to feel extra special — whether from a famous chocolatier, a luxury brand, or lovingly homemade — all to express sincerity and affection.
Giri Choco
Giri choco is chocolate given to people you don’t have romantic feelings for — such as bosses, coworkers, or classmates — as a gesture of everyday appreciation. To distinguish it from honmei choco, it’s usually something more modest or reasonably priced.
Tomo Choco
Tomo choco is chocolate exchanged between friends as a symbol of friendship on Valentine’s Day. In addition to store-bought sweets, handmade treats are also a popular choice. This custom is especially common among young women, who often exchange chocolates in groups.
Gohobi Choco
Gohobi choco refers to chocolate you buy for yourself as a reward for all your hard work. People often choose something indulgent — like a luxury brand’s signature item, a new release, or a limited-edition Valentine’s treat they wouldn’t normally splurge on.
Oshi Choco
Oshi choco is chocolate dedicated to your “oshi” — someone you passionately support, such as an idol, artist, or fictional character. Rather than sending it directly, fans often enjoy taking photos of their themed chocolates and sharing them on social media, connecting with others who support the same oshi. It’s one of the unique and joyful ways fans express their love during Valentine’s season.
Valentine’s Day Shopping in Japan: Limited-Edition Treats & Must-See Department Store Events for Visitors
As Valentine’s Day approaches in Japan, department stores, chocolate boutiques, and confectionery shops unveil a wide variety of new and limited-edition sweets. If you’re visiting Japan during this season, it’s the perfect time to pick up exclusive chocolates you can’t find any other time — whether as a gift for someone special, or a little indulgence for yourself.
New Arrivals for Valentine’s Day 2026
Morozoff
One of Japan’s leading luxury confectionery brands, Morozoff is unveiling a new chocolate line this year: Giselle. Inspired by a Parisienne named Giselle, the collection captures three cherished moments in her life — a bouquet overflowing with joy, a precious, indulgent escape, and a calm, peaceful pause.
The lineup features beautifully arranged chocolates inspired by flower bouquets, as well as refined assortments paired with fruit, liqueur, and other rich flavors. Available from early January at Morozoff counters in department stores across Japan, these elegant assortments are the perfect way to say “thank you” — to friends, family, mentors, or even yourself.
※ Availability may vary by location.
- Official Website: Click here
Mary Chocolate
"Founded in 1950, Mary Chocolate is one of Japan’s long-standing Western confectionery brands. For Valentine’s Day 2026, it’s launching a new limited-edition brand: Tabfill. Shaped like a folded crepe, these handheld tablet-style chocolates are designed to be enjoyed in one satisfying bite. Tabfill comes in two distinct textures: one features a smooth, melty center with ganache or sauce inside the chocolate; the other offers a satisfying crunch with a mix of nuts and dried fruits.
Available from mid-January 2026 at Mary Chocolate counters in department stores across Japan, they make a perfect gohobi choco — a little indulgence just for you.
- Official Website: Click here
- Product Page: Click here
Of course, this is just one of many tempting sweets on offer this season — be sure to stop by a department store and explore what’s in store!"
2026 Department Store Valentine’s Event Guide
■ Matsuya Ginza: GINZA Valentine World
- Theme: “Cacao for the Senses”
- Dates: February 4 (Wed) – February 14 (Sat), 2026
- Location: Entire 8th Floor Event Square ※Around 74 brands
- Official Website: https://www.matsuyaginza.com/en/ginza/events
👉Exclusive Shopping Offer
JCB cardholders using an overseas-issued card can enjoy a 5% discount when shopping at Matsuya Ginza!
Enjoy shopping for fashion, lifestyle goods, and more throughout the store.
■ Kintetsu Department Store (Abeno Harukas Main Store): Valentine Chocolat Collection 2026
- Dates: January 17 (Sat) – February 14 (Sat), 2026
- Location: Abeno Harukas Kintetsu Main Store, Wing Building 9F Event Hall
- Official Website: https://www.d-kintetsu.co.jp/store/promo/2026valentine/
*For information on Valentine’s events at other Kintetsu locations, please refer to the official website.
👉Exclusive Shopping Offer
JCB cardholders using an overseas-issued card can enjoy a 7% discount at Abeno Harukas Kintetsu Main Store as part of an ongoing campaign!
JCB Platinum members and above can enjoy an exclusive 10% discount!
■ Hankyu Hanshin Department Stores: Valentine Chocolate Expo 2026
- Dates: January 21 (Wed) – February 14 (Sat), 2026
- For event locations and specific dates by store, please check the official website.
- Official Website: https://website.hankyu-dept.co.jp/honten/h/valentine/
■ Takashimaya Department Stores: “Amour du Chocolat” Valentine’s Event
- Dates: Mid-January to February 14 (Sat), 2026
- Please check the official website for event dates at each store.
- Official Website: https://www.takashimaya.co.jp/store/special/amour/
In addition to the stores listed above, many other major department stores — including Daimaru Matsuzakaya — typically hold Valentine’s events each year. As of December 2025, details for 2026 have not yet been officially announced, but if you’re in Japan from late January to around February 14, it’s well worth stopping by a nearby department store to explore the seasonal offerings.
Seasonal Sweets to Enjoy Through White Day in March
Even after Valentine’s Day ends, Japan’s sweets season continues — thanks to White Day, a uniquely Japanese tradition on March 14, when people give return gifts to those who gave them chocolates. While chocolates are popular, White Day gifts often include a wide range of treats, with confections being a top choice.
During this time, department stores and specialty shops across Japan offer limited-edition seasonal creations, featuring flavors like strawberry, sakura (cherry blossom), and matcha, as well as creative East-meets-West collaborations with wagashi and chocolate. It’s truly peak season for sweets — a perfect time to indulge in beautiful, delicious treats.
JCB Member Perks｜Enjoy Exclusive Benefits with Your JCB Card Across Japan
From February 1 to April 30, 2026, JCB is offering a special campaign for overseas cardmembers visiting Japan. By simply registering for the campaign and spending a total of ¥100,000 or more at participating in-store merchants (online purchases not eligible), you’ll receive a ¥10,000 cashback later on.
Entry opens December 18, 2025, and is already underway — so if you’re planning a trip to Japan, don’t wait to sign up! Note: registration will close once the maximum number of participants is reached. During the campaign period, department stores and chocolate boutiques across Japan will be filled with beautifully crafted seasonal sweets — the perfect chance to treat someone special, or yourself, while enjoying extra savings.
- Entry Period: From December 18, 2025 (Thu)
- Campaign Period: February 1 (Sun) – April 30 (Thu), 2026
- Campaign Details: https://www.specialoffers.jcb/en/promotion/japancashback202602/
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