Social Change and Gendered Gift-Giving Rituals: A Historical Analysis of Valentine's Day in Japan

Valentine's Day is a culturally hybridized and popularly celebrated consumption ritual in Japan. We examine its historical transformation based on a visual and textual analysis of advertisements in print media over fifty years. Changes in the meanings, functions, and structure of gift-giving rituals correspond to changes in the national economy, social values, consumer ideology, and gender roles and power relationships in Japanese society. There are five major findings: one, the importance of food-chocolate-in the creolization process of the consumer ritual; two, the persistent gender asymmetric nature of the Valentines consumer holiday; three, the ritual's structural aspects and changes over the time; four, the importance of confession in the ritual process; and five, the transformation of its role from a simple instrument of love and a way to elevate a relationship to a rite to reconfirm gender identity. This study supplements the very limited literature on Japanese gift-giving rituals.