A day to man up, but not in the way you think

Today, and January 14th annually, is Manly Day マンリーデー. This is right up there in the more unusual and random of Japan's long list of anniversaries / observances. Manly day promotes the idea of “manly” courage. Not in a stereotypical sense, but as sincerity and honesty in expressing affection.

The date was chosen because it falls exactly one month before Valentine’s Day, when women traditionally give chocolates or confess their feelings to men. Manly Day flips that script: it’s a reminder that men don’t have to wait for February 14 to speak from the heart.

The day was established by J.AIDING & Co., a company involved in event planning and accessory sales. Their idea was simple but intentional; to promote a day when men offer heartfelt words or gifts to the women they care about. Unlike the casual “giri choco” or “friend choco” culture of Valentine’s Day, Manly Day emphasizes genuine emotion, not obligation.

The anniversary was only registered in 2020, so it may take off yet. But to date, I personally haven't heard much about this observance and I've yet to see supermarkets or the likes to promote "manly chocolates", the way they promote Valentines Day and White Day chocolates. Had you ever heard of this anniversary?