A day for Summer Romance

In Japan, there’s a casual term for romance that begins in summer: natsukoi. It describes the excitement of meeting someone during beach trips, fireworks festivals, or other summer events. Much like ‘summer romance’ in English, it captures the feeling of warm weather, seasonal energy, and the possibility of a relationship sparked by summertime adventures.

There is a day dedicated to "Natsukoi" in Japan - July 7th annually. Anyone familiar with the story of Tanabata will agree it is a suitable day to dedicate to Summer Romance. The anniversary was created by a Nagoya-based matching agency that also offers marriage-support services.

They didn't just choose the date for Tanabata but also because midsummer is a season filled with leisure activities and social gatherings that afford the opportunity for new encounters. And thus, Summer Romance.