※AI Translated.
The season of Valentine’s Day has arrived once again. During this time of year, Japan transforms into a “chocolate mecca” where top chocolatiers from around the world gather to unveil new creations and Japan-exclusive products. Major department stores host unique Valentine’s fairs and events, each with their own special flair.
This article carefully selects and introduces recommended Valentine’s fairs taking place in Tokyo. We have compiled spots that are easily accessible even for international visitors and where you can encounter high-quality chocolate.
[Latest] Japan’s Valentine’s Day Trends: 65% Choose "Self-Reward" Chocolates
In recent years, Valentine’s Day in Japan has undergone significant changes. In the past, it was common for women to give chocolate to men, or to hand out “giri choco” (obligation chocolate) to colleagues at work. Now, the main focus is on oneself.
According to a survey by Matsuya Ginza released on January 8, 2026, an impressive 65% of people planning to buy chocolate for Valentine’s Day said they would purchase it for themselves. This figure surpasses those buying “honmei choco” (chocolate for a special someone), which stands at 53.7%.
👉[Related Article] What is “Honmei Choco”? An Explanation of Japanese Valentine’s Day Culture!
Another noteworthy point is the budget. While the average budget for “honmei choco” is 5,573 yen, the average for self-purchases is 10,662 yen—about twice as much. People are spending over 10,000 yen to buy themselves a special piece of chocolate. In today’s Japan, Valentine’s Day has evolved from an obligation into a once-a-year occasion to enjoy the ultimate reward for oneself.
Japan’s Valentine’s Fairs Start in January
Valentine’s fairs are limited-time events held by department stores and shopping centers in the lead-up to February 14. Most begin in mid-January, and spacious event floors are filled with famous chocolate shops from across Japan and around the world.
The fun of these events is not limited to buying boxed chocolates. Many venues also feature “eat-in corners” where you can enjoy cakes and gelato made with chocolate, available only at the event.
During the fair, it is also common for popular chefs to make appearances at the stores, drawing lines of fans seeking autographs and photos.
Products from popular shops often sell out quickly, so if you have your eye on a particular chocolate, it is best to visit right after the fair opens. The first day, last day, weekends, and holidays tend to be especially crowded, so if you want to take your time exploring, aim for early hours on a weekday.
[TOKYO 2026] 10 Best Valentine’s Fairs and Events
[Shinjuku] Isetan Shinjuku “Salon du Chocolat 2026 – A Chocolate Festival from Paris”
The most anticipated Valentine’s fair in Tokyo is Isetan Shinjuku’s “Salon du Chocolat.” This year, a record 153 brands will be participating. The event is divided into three periods, and “PART 2,” where star chefs from around the world gather, is especially worth checking out. Entry may require a numbered ticket, so be sure to check the official website for the latest information in advance.
- Event Period: January 15 (Thu), 2026 – February 15 (Sun), 2026 *Closes at 6:00 PM on the 15th
- Venue: Isetan Shinjuku Main Building 6th Floor Event Hall
- Official Website: https://www.mistore.jp/shopping/feature/foods_f3/salon_du_chocolat_f
[Shinjuku] Keio Department Store Shinjuku “2026 Keio Valentine’s Day”
This year’s theme is “Freedom.” The event will be held at three venues, including the 7th floor Grand Event Hall, offering a wide variety of items from chocolates to sweets for yourself. On the B1 floor, “Peko-chan’s Chocolate Kingdom” features retro Japanese items such as decorative tins and Sanrio collaboration products adorned with the beloved retro characters Peko-chan and Poko-chan.
- Event Period: January 23 (Fri), 2026 – February 15 (Sun), 2026
- Venue: Keio Department Store Shinjuku 7th Floor Event Hall, 1st Floor Event Space, B1 Floor on the Corner
- Official Website: https://www.keionet.com/info/shinjuku/event/valentine_2026.html
[Tokyo Station] Daimaru Tokyo “2026 Valentine Chocolat Promenade”
A total of 86 brands from Japan and abroad will be featured. With direct access from Tokyo Station, it is extremely convenient to stop by even during your travels.
- Event Period: January 29 (Thu), 2026 – February 15 (Sun), 2026
- Venue: Daimaru Tokyo 11th Floor Special Venue, and throughout the store
- Official Website: https://www.daimaru-matsuzakaya.jp/valentine/Tokushu.html
[Yurakucho] Yurakucho Marui “~Marui’s Sweet Temptation~ Sweet Valentine’s Day”
The lineup ranges from famous brands to unique, concept-driven selections. With a wide price range, it is easy to find the perfect item to suit your taste.
- Event Period: January 27 (Tue) to February 14 (Sat), 2026
- Venue: Yurakucho Marui 1st Floor
[Ginza] Ginza Mitsukoshi "Ginza Sweets Collection 2026"
With the theme of "Traveling Chocolate Sweets," around 50 brands from 13 countries around the world will gather in Ginza. Ginza Mitsukoshi exclusive chocolates, which can only be found here, are highly recommended for those seeking something special.
- Event Period: January 21 (Wed) to February 14 (Sat), 2026
- Venue: Ginza Mitsukoshi New Building 7th Floor Event Hall
- Official Website: https://www.mistore.jp/shopping/event/ginza_e/sweets_collection_51
[Ginza] Matsuya Ginza "Ginza Valentine World"
The theme is "Cacao for the Five Senses." There are plenty of "food experiences," such as an eat-in area where you can enjoy freshly made desserts and a bar counter where you can savor pairings with alcohol. This year's highlight is the "dessert course" prepared right in front of you.
- Event Period: February 4 (Wed) to February 14 (Sat), 2026
- Venue: Matsuya Ginza 8th Floor Event Square
- Official Website: https://store.matsuya.com/cp.html?fkey=valentine
[Shibuya] Seibu Shibuya "Chocolate Paradise"
Among the events offering around 40 types of chocolate, the one drawing the most attention is "Chocolate for the Five Senses." Not only can you enjoy the taste, but you can also "touch," "see," and "smell" these surprising chocolates.
- Event Period: January 23 (Fri), 2026 – February 15 (Sun), 2026
- Venue: Seibu Shibuya Store, Building A, 7th Floor, Event Hall
- Official Website: https://www.sogo-seibu.jp/shibuya/topics/valentine-2026
[Shibuya] Shibuya Scramble Square “SCRAMBLE VALENTINE’S DAY 2026”
With the theme of “treating yourself,” this event features a lineup full of Shibuya’s signature trendy flair. The highlight is the first-ever outside pop-up by the renowned Hiroo restaurant “incanto,” called “Bar Cioccolateria by incanto.” Here, you can enjoy a special pairing set available only at this event.
- Event Period: January 29 (Thu), 2026 – February 14 (Sat), 2026
- Venue: Shibuya Scramble Square, various stores and pop-up spaces
- Official Website: https://shibuya-scramble-square.com/2026_valentine/ *Scheduled to open January 29, 2026
[Ikebukuro] Tobu Ikebukuro Store “Chocolat Marche”
This large-scale event features around 150 shops. This year, there will be a special collaboration with popular voice actor Yuki Kaji, known for roles such as Eren Yeager in “Attack on Titan.” Special perks include in-store announcements and exclusive talk audio recordings.
- Event Period: January 28 (Wed), 2025 – February 14 (Sat), 2025
- Venue: Tobu Ikebukuro Store, 8th Floor Event Hall
- Official Website: https://www.tobu-dept.jp/ikebukuro/event/detail/8339
[Roppongi] Roppongi Hills “HILLS SWEETS SELECTION 2026”
This relaxed event runs from Valentine’s Day through White Day. In addition to Roppongi Hills, it will also be held simultaneously at Azabudai Hills and Toranomon Hills, offering a selection of high-quality sweets crafted by the chefs of each location.
- Event Period: January 23 (Fri), 2026 – March 15 (Sun), 2026
- Venue: Various shops within Roppongi Hills
- Official Website: https://www.azabudai-hills.com/sp/sweetsselection2026/ *Opens after January 23
Enjoy Valentine's Day in Tokyo Beyond Department Stores!
So far, we have mainly introduced large-scale events at department stores, but during this season, every corner of Tokyo is filled with the spirit of Valentine’s Day.
For example, at “Tokyo Gift Palette,” which is directly connected to Tokyo Station, J. de Cercle offers the adorable rose-shaped “Rose Crunch Chocolate VD” as a Valentine’s Day exclusive, along with other limited-edition sweets available only during this season.
In the Ginza area, “GINZA SIX,” which is popular among international tourists, is also not to be missed. Specialty shops with high-profile limited items, such as the “Strawberry Cheese Pudding” from Marlowe GINZA SIX, are lined up here.
During the Valentine’s season, Tokyo becomes a city where you can encounter the finest chocolates wherever you go. Be sure to find your own favorite piece.
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