Instead of a real update, I decided to do a quick exposé on that most dreaded of holidays, Valentine's Day, or as the Japanese put it, bah-ren-tai-een-deh (say it slowly aloud to hear the resemblance). If you don't already know, today is Valentine's Day and it's already too late to go out and get something for that special someone.
In America, Valentine's Day, also known as Single Awareness Day, is that one special day of the year where women engage in fierce chocolate-giving battles and men are forced to go bankrupt from roses and expensive dinners. It is the day of pink teddy bears, candy cupids and Hallmark cards. It is the day which greeting card companies, candy manufactuers, flower stores and restaurants love; a manufactured, overmarketed-to-the-point-of-meaninglessness holiday.
You might expect the Japanese to have more sense than that; after all, there's no Hallmark here. But once again, the Japanese have borrowed from American culture and adapted it to their own, endowing the already monstrously marketed Valentine's Day with the sense of meticulousness, uniformity, categorization and obligation that characterizes their society.
Firstly, the Japanese like Valentine's Day so much that they split it up into individual holidays: Valentine's Day, when women give chocolate to men, and White Day, when men give chocolate (and/or other goodies) to women. Valentine's Day is celebrated on the traditional Feb 14th, but White Day is a month later on March 14th. I'm just as perplexed as you are about why they felt the need to split it up as such, but Wikipedia sheds some light on the issue:
"There are many theories about the origins of White Day, but according to one, the holiday began in 1965, when a marshmallow maker started marketing to men that they should pay back the women who gave them chocolate and other gifts with marshmallows. Originally it was called Marshmallow Day, and later it was changed to White Day.
Soon, the chocolate companies started realizing that they could capitalise as well on this day, and began marketing white chocolate. Now, Japanese men give both white and non-white chocolate, as well as other edible and non-edible gifts, such as jewellery or objects of sentimental value, to the women who gave them chocolate on Valentine's Day a month prior." - Wikipedia.org
So, now we have some idea. Imagine a marketing campaign so vast, it CREATES another holiday out of nothing just to make some profit. That, ladies and gentlemen, shows the power of commercialism right there.
In the meantime, we poor ladies are forced to shell out some dough on this Feb 14th day without any immediate return. "Ah," you may say, "but not all ladies need buy chocolate. Surely, as in America, you don't really have to get anyone anything unless you have a significant other". Aha, you may think so, but this is not the case. Remember I said that the Japanese have applied their ingrained sense of uniformity and obligation to this holiday, and you know what that means? That's right - everybody gets chocolates. Let me break down the various categories：
本命チョコ - Honmeichoco, or "prospective-winner chocolate" (isn't that name a riot?) This is the traditional variety, given to a lover or a spouse in whom you have significant romantic interest.
友チョコ - Tomochoco, or "Friend chocolate". This is given to your friends.
マイチョコ - Maichoco, or "My chocolate". This is the chocolate bought for oneself, or the common "I-was-buying-chocolate-and-it-looked-so-delicious-that-I-bought-some-for-myself(justalittlebit)" syndrome. I fell prey to this too, as described later in this post.
ぎりチョコ - Girichoco, or "Obligation chocolate". The most interesting category of them all: Women are required to give these chocolates (hence the "obligation" part) to their co-workers, bosses, underlings, and most other types of acquaintances. Apparently it is an embarrasing thing for a man to receive no chocolate at all, so women buy these cheap girichoco (usually less than $3) to give out to nearly everyone.
For the past two weeks at least, every store I've been in, from the Burberry-selling mall in Kyoto down the the 7-11 across the street has been carrying Valentine's Day chocolate, from the $50 variety to the 80 cent ones. It's absolutely incredible. Speaking of the mall in Kyoto, that place is absolutely extraordinary. I will make a proper update later, but suffice it to say that the first three floors sold Burberry purses and golf outfits, and the ninth floor was entirely devoted to chocolate. I mean, ENTIRELY. And knowing the Japanese, they have turned selling chocolate into an art. Glass cases full of carefully crafted chocolate, made to look like toys or fruits or jewels. Women in matching uniforms with kerchiefs, men in tux-like suits, all calling out words of welcome and thanking you for even glancing in their direction. It's clearly a very serious business. I will show you this jerky video that I shot of the place, but it doesn't do it justice:
I was absolutely amazed by the variety, look, and price range of the chocolate. In the end, I bought some for my host family (they don't quite fall into any of the categories, but I think I owe them some), and of course, some for myself (falling securely into the "my choco" category). Each boxed set was beautiful, handmade in Kyoto and crafted in the shape of clovers. It was good too! And I will give my host family their chocolate tonight. I hope they like it.
Now, before I go, let me put in a few words about White Day, which I will no doubt cover more in detail as the date approaches. Let me just shoot out one phrase at you: 三番帰し. This means, "three times return". In other words, however many chocolates men receive, they have to return in threefold what it was worth......Absolutely Awesome.
Well I've got to go to class, so I'll just wish you a Happy SAD (Single Awareness Day), and I guess a good Valentine's Day too. Ja ne!
I will update further as events warrant. Don't forget to comment/tag!
PS: Here's more info on Single Awareness Day: http://en.wikipedia.org/wiki/Singles_Awareness_Day
