Mary's Summer Valentine

Mary's Summer Valentine's Day メリーのサマーバレンタインデー sounds like a children's nursery rhyme in the making, but it is the name of an anniversary on July 7th annually. The anniversary was created by Mary Chocolate Company, branded as Mary's, a Tokyo‑based maker of high‑quality chocolates and gift sweets. 

The idea builds on the long‑held belief that Tanabata is a “summer day of love,” inspired by the legend of Orihime and Hikoboshi meeting once a year across the Milky Way. Mary Chocolate proposes July 7th as a day to give sweets to family, partners, and friends as a way to express affection, friendship, and gratitude. A summer Valentines Day as they put it.

The company has a special connection to Valentine’s culture in Japan. In 1958, Mary Chocolate introduced the idea of women giving chocolates to men on February 14th, a tradition that shaped modern Japanese Valentine’s Day and continues to influence how people celebrate love and connection today.

However, I don't think their Summer Valentine's Day has really caught on. Not yet anyway. With so many costly gift‑giving days already scattered through the year, I’m perfectly happy for this one to stay low‑key! How about you - would you like to see Summer Valentine's take off?