Japan and Valentine's

Will you be mine?

If this were a normal blog, that question would be unsustainable, since I would have too many readers to fulfill the requisite Valentine's Day rites for all of them. However, since there probably are fewer than 15 people who will see this post, and half of them will reject me, I'd only have to buy Valentine's goodies for around 7 people. Does that seem like a lot? Well in Japan, it's the way it goes.

Japanese Valentine's Day customs might seem strange to Americans. In Japan, women are obligated to buy the men in their lives (that's right men, as in lover(s?), family, coworkers, etc.) chocolates. There are even different classes of gifts, luxurious chocolates for the lovers, and less extravagant chocolate for obligatory recipients, like coworkers. From a young age, girls are encouraged to participate and buy goodies for all of the boys in their lives. As they grow older, their mothers stop shopping for them, and they have to make the purchases themselves. Not surprisingly, in high school the number of chocolates one receives becomes a measure of popularity. It's not clear whether this is a sick plot to stage a popularity coup d'etat, by fattening the queen bee.

The whole thing is a commercial affair. Chocolatemakers make huge profits. Other companies, realizing this, decided that they should design a second day to make money off of obligation, I mean love. Accordingly, in the 1980's White Day was created. It started off as a chance for men to reciprocate, but it has gone far past that, as women expect their lovers to buy them clothes and jewelry. The holiday has grown past its purely commercial dimension to have some real meaning in Japan, but it's unlikely any clothes or jewelry companies are complaining.

It seems like Japan's version of this "holiday" would be fun to celebrate. Today, instead of watching people in relationships exchange chocolate and gifts, I would be receiving gifts from all the ladies I know, not just because I'm a lady killer, but also because there are girls who casually know me. The real benefit of Japan's Valentine's/White Days, from the single man's perspective, is that since I'm not in a big-deal relationship, my costs on White Day would be much lower than the average girl's. Although this is an awfully selfish approach to love, since either culture celebrates love, it seems fair to figure out how to get the best deal out of it. (Kidding, kind of)

Even though Japan's Valentine's customs might seem slightly bizarre, it's probably important keep our cultural criticism relative. After all, America is the land of Hallmark holidays. Multiple affairs, whether Valentine's, Father's Day, Mother's Day, Secretary's Day, etc., all exist for almost the sole purpose of allowing companies to make money selling cards and gifts. I have decided to protest them all by never participating. My family doesn't approve. Neither does my secretary. Japan has taken note of this most capitalist of trends, and even one-upped us. We have Valentine's Day, but Japan's White Day doubles the love, and profits. Thank-you-for-the-Valentine's Day-gift gift anyone?