Instead of giving chocolate to their lovers or friends of the opposite sex on Valentine's Day, many Japanese women buy gifts for themselves.
On February 9, the Japan Times cited the results of a survey in early 2024 of 2,500 women aged 15-79 by Tokyo-based research company Intage, showing that nearly 22% of female respondents planned to buy chocolate for themselves, up 8.5 percentage points from 2023, reflecting the trend of women taking care of themselves on Valentine's Day.
Those who chose this option were 3.4 times more likely to give candy to their husband, lover or male partner, up from 1.7 times the previous year.
"As the ways to enjoy Valentine's Day become more diverse, more and more people are treating themselves," said a representative of Intage company.
The largest group, nearly 45%, said they would give candy to family, 13% planned to give it to friends, and more than 82% said they were reluctant to follow the tradition of giving gifts to the opposite sex.
More and more Japanese women are buying gifts for themselves on Valentine's Day, February 14, instead of giving them to men. Illustration photo: Kyodo
The results go against concerns that consumer habits are being affected by rising prices and austerity, as Japanese women are still spending more on Valentine's Day. Accordingly, women in this country plan to spend more than 5,000 yen (about more than 800,000 VND) on chocolate on Valentine's Day 14/2, a figure that is up more than 34% compared to the average spending in 2023.
Currently, the average spending by women on gifts for their lovers is more than 3,000 yen, while those giving gifts to themselves spend an average of nearly 2,000 yen.
Minh Phuong (According to Mainichi, Kyodo )
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