Beloved wives!

Today, and January 31st annually, is Beloved Wife Day 愛妻の日! It is a modern Japanese anniversary created to encourage husbands to express appreciation for their wives. The date comes from a playful number reading: 1 = ai (love), 3 = sa (wife), and 1 = i again, forming ai‑sai.

Established by the Japan Aisaika Organization, the day promotes small acts of affection—writing a note, giving flowers, or simply saying thank you—as a way to strengthen family bonds. It reflects a broader cultural shift toward valuing open communication and emotional expression within marriage, offering a gentle reminder to pause and acknowledge the partner who supports daily life.

I had personally never heard about this day until earlier this week. I don't think it is widely known and / or executed. I haven't been in a flower shop this week though. Possibly there are promotions to try and encourage people to buy for their wives. Have you seen any sort of marketing related to this anniversary? And / or did anybody get flowers or appreciation from a husband today!?