In Japan, Valentine’s Day has a unique tradition: it’s customary to give chocolate to express affection, gratitude, or appreciation. But here’s an interesting shift—more people are exploring alternatives to chocolate every year. According to a 2024 survey, 54.6% of Valentine’s gift buyers chose “something other than chocolate.”
This article will introduce you to specific gift ideas and explain selection considerations based on verified data from recent Valentine’s Day surveys in Japan.
Source: Nyle Inc. “2024 Valentine’s Gift Purchasing Survey”
Why Valentine’s Gifts Are Expanding Beyond Chocolate
The Evolution of Valentine’s Day Culture in Japan
Valentine’s Day gift-giving in Japan has transformed significantly over time.
The workplace practice of giving “obligation chocolate” (giri-choco) has decreased dramatically. Survey data comparing past and current behavior shows that giving gifts to “workplace/business partners” dropped from 32% (when respondents were age 30) to 9% for the 2026 season.
Additionally, people aged 40-54 choose “food other than chocolate” at higher rates (27.8%) compared to other generations surveyed. Research indicates the market is moving away from the giri-choco culture toward giving with genuine gratitude for close family or oneself, without being bound by obligation.
With chocolate prices rising due to the “cacao shock,” 41% of consumers view the resulting expansion of chocolate-based snacks with lower cacao content positively as an “expansion of purchase options.”
Source: Halmek Holdings Co., Ltd. “Middle-Age Women’s Valentine’s Day Awareness Survey”
Cross Marketing Inc. “Valentine’s Day Survey (2026)”
Matsuya Co., Ltd. “2025 Valentine’s Day Awareness Survey”
Consideration for Those Who Want Alternatives
Survey data from 2025 found that 83.9% of respondents want to try a product themselves before gifting it to someone else. This suggests that givers prioritize selecting items they personally find appealing or desirable.
Source: Fujingaho Shopping “2025 Valentine’s Day Trends”
Recommended Valentine’s Gift Categories Beyond Chocolate
Food Items (Not Sweet, Long Shelf Life)
Coffee & Tea
Ogawa Coffee International Fair Trade Certified Coffee / Bird Friendly Coffee
Key features:
- International Fair Trade certified
- Bird Friendly certified
Ogawa Coffee’s SDGs Declaration includes commitments to International Fair Trade and Bird Friendly certifications. The company states that protecting the global environment and the lives of producers is the foundation of their coffee making.
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Alcoholic Beverages
In a survey of 440 women regarding what they would like to receive besides or alongside chocolate for Valentine’s Day, “alcohol” was the top response at 19.1%.
Source: ocruyo (Okuruyo) “2025 Valentine’s Day Recommended Presents Popularity Ranking”
Patagonia Provisions Craft Beer
Key features:
- Uses Kernza, a perennial grain from regenerative agriculture
- Helps repair damaged soil
Patagonia Provisions uses Kernza, a perennial grain that helps repair damaged soil, protects groundwater from nitrogen pollution, and contributes to regenerative agriculture.
Mavi Organic Wine
Key features:
- Imports from outstanding European producers
- Producers handle everything from cultivation to bottling
Mavi imports and sells organic wines from outstanding producers in Europe who consistently perform the entire process from grape cultivation to bottling.
Fukumitsuya Junmai Sake
Key features:
- “Pure Rice Declaration” with no added brewing alcohol
- Uses contracted cultivation rice
Fukumitsuya has a “Pure Rice Declaration” and brews sake using only rice and water, without the addition of brewing alcohol. The company uses rice grown specifically for its sake through contracted cultivation rice agreements.
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Baked Goods & Japanese Sweets
ovgo Baker Cookie Products
Key features:
- American vegan cookie specialty shop
- 100% plant-based, made without eggs or butter
ovgo Baker is an American vegan cookie specialty shop that makes cookies based on the concept of easily incorporating veganism into one’s lifestyle. The cookies are 100% plant-based and made without using any eggs or butter.
Endo Seian Organic Mizu Yokan (Water-Based Sweet Bean Jelly)
Key features:
- Uses organic azuki beans and organic sugar
- Both ingredients and final product are certified organic JAS
The product is manufactured using organic azuki beans and organic sugar. Both the ingredients and the finished product carry organic JAS certification.
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Nuts & Dried Fruits
Biokashi Organic Dried Fruits & Nuts
Key features:
- Processed in an organic JAS certified facility in Japan
- Uses ingredients selected from organic farms worldwide
- Minimizes unnecessary additives
Biokashi products are processed and packaged in a factory in Japan that has received organic certification. The brand strictly selects organic materials from organic farms across the world. Their motto is to avoid using unnecessary additives as much as possible.
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Consumables & Daily Necessities
Hand Cream & Body Care
Aesop Hand Balm / Body Cleanser
Key features:
- Refined, sophisticated packaging design
- Fragrant, high-quality care items
Popular for its simple, refined packaging and reliable quality. Highly fragrant care items that provide comfort with each use. Daily hand and body care becomes a little more luxurious. Give someone special an elevated everyday experience.
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Davines Hair Care & Body Care Gift
Key features:
- Italian salon-quality products
- Brand philosophy focused on beauty, ethics, and sustainability
Davines is an Italian salon-quality brand. The brand states its mission is to “do the best for the world and deliver a rich life to all people through beauty, ethics, and sustainability.”
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Bath Salts & Bath Products
LUSH Bath Bombs
Key features:
- Available with knot wrap and furoshiki wrapping options
LUSH’s product categories include “Knot Wrap / Furoshiki Wrapping.” Survey data shows that consumers have high interest in sustainable initiatives, specifically “packaging and containers that are recycled or reusable.”
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Towels & Fabrics
IKEUCHI ORGANIC Organic Towel Gift
Key features:
- Manufactured to standards safe enough for babies to put in their mouths
- Brand aiming to create the world’s safest towels
IKEUCHI ORGANIC states they produce products that are safe and secure even if a baby puts them in their mouth. A company news release marks the 25th anniversary of their “Organic 120” towel by stating their goal is to “create the world’s safest towel.”
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Experiences & Gifts of Sentiment
Experience Gift Catalogs
SOW EXPERIENCE FOR2 Gift
Key features:
- Gift designed for two people to share experiences
- Includes activities such as paragliding, trekking, cruising, and dining
The FOR2 series is characterized as a “gift for two” where only courses designed for two people are included, allowing them to share a unique experience. Specific examples of experiences available in the catalog include paragliding, trekking, and cruising.
SOW EXPERIENCE GOOD FOODS GIFT
Key features:
- Features foods that are kind to people, society, and the environment
- Contains foods that achieve “social good”
This gourmet catalog collects foods from across Japan that are described as being “delicious, and kind to people, society, and the environment.” The catalog contains foods that fulfill “social good” by being carefully produced with consideration for the earth and people.
Message Cards
Gift services and specialty shops, such as Sow Experience, explicitly offer message cards as an option to accompany Valentine’s gifts.
Choosing by Recipient | Selection Data
Romantic Partners
For romantic interests or partners, survey results show that for “honmei” (romantic) chocolate, “high-end feel” is the top priority, with consumers valuing luxury and appearance more than affordability.
Market research indicates that the budget “volume zone” for romantic chocolate is concentrated in the 1,000 to 2,000 yen range (roughly $7-14 USD).
A 2025 awareness survey found that the budget for self-purchased “reward” chocolate reached an all-time high, representing a 2.5-fold increase over the previous year’s data. Data shows a “reward orientation” where consumers purchase higher-priced or higher-quality items for themselves than for others.
Source: Nippon Information Co., Ltd. “Valentine’s Day Survey – Women’s True Feelings 2025”
Cross Marketing Inc. “Valentine’s Day Survey (2026)”
Matsuya Co., Ltd. “2025 Valentine’s Day Awareness Survey”
Fujingaho Shopping “2025 Valentine’s Day Trends”
Jewelry as a Valentine’s Gift
In a survey of 440 women, “accessories” ranked as the 3rd most popular gift to give either instead of or alongside chocolate, with a 9.8% response rate.
Source: ocruyo (Okuruyo) “2025 Valentine’s Day Recommended Presents Popularity Ranking”
HASUNA Ethical Jewelry (Necklaces, Earrings, etc.)
Key features:
- Material selection that considers people, the global environment, and society
- Uses Fairmined certified gold and ethical diamonds
HASUNA states its goal is to consider “people, the global environment, and society” through sustainable practices and materials. The brand’s bridal and ethical collections explicitly feature “Fairmined Certified Gold” and “Ethical Diamonds” with transparent backgrounds.
Friends, Coworkers, & Courtesy Gifts
For obligation (giri) purposes, a survey of 1,100 people found that the budget is concentrated in the low-price range, with 62.1% of respondents spending less than 1,000 yen.
Popular rankings for workplace gifts emphasize items that are “individually wrapped” and easy to “distribute,” such as those from brands like Galler or Lindt.
A comparative survey showed that the practice of giving gifts to “workplace/business partners” has declined from 32% in the past to a projected 9% for the 2026 season.
Source: Cross Marketing Inc. “Valentine’s Day Survey (2026)”
Halmek Holdings Co., Ltd. “Middle-Age Women’s Valentine’s Day Awareness Survey”
Tips for Making Your Valentine’s Gift Feel Special
Color, Wrapping, & Messages
Using Colors
Valentine’s-themed products in Japan are often packaged in red or pink containers, and items such as senbei (rice crackers) and yokan (sweet bean jelly) are frequently produced in heart shapes specifically for this season.
Creative Wrapping
Survey data shows that consumers have high interest in sustainable initiatives, specifically “packaging and containers that are recycled or reusable.” Brands like LUSH offer reusable “Knot Wrap” (furoshiki) as a sustainable gift-wrapping option.
Related article: Eco-Friendly Gift Wrapping: 7 Sustainable Ideas That Look Better Than Store-Bought
Message Cards
Gift services explicitly offer message cards as an option to accompany Valentine’s gifts.
Valentine’s Gift Trends in Japan
While chocolate remains the traditional Valentine’s gift in Japan, according to a 2024 survey, 54.6% of Valentine’s gift buyers chose “something other than chocolate.”
The market offers extensive options across multiple categories: Fair Trade Coffee, organic wine and sake, craft beer, vegan baked goods, organic Japanese sweets, body care products, organic towels, ethical jewelry, and experience gifts.
Research shows the Valentine’s Day market is moving away from obligation-based giving toward more personal, thoughtful gift selection.
