Showa's Baby Breath

Today, and July 20th annually, is Showa Baby's Breath Day in Japan. The Showa in this instance is not the era, but the name of a famous brand of Baby's Breath flowers, "Showa Kasumiso", which are produced in the Aizu region of Fukushima.

The anniversary was established by JA Aizu Yotsuba, headquartered in Aizuwakamatsu, to mark the date the flower was officially registered under Japan’s Geographical Indication (GI) protection system on July 20th, 2023. Shōwa Kasumisō stands out because it undergoes special processing to reduce the characteristic scent of baby’s breath and improve longevity. It also incorporates MPS quality certification and safe dyeing techniques that allow white blooms to be colored in soft pinks, blues, greens, and lavenders, helping distinguish it from other producers.

The flower is grown across Shōwa Village, Yanagisawa, Mishima, and Kaneyama, one of Japan’s major production areas. The region uses a remarkable snow‑storage facility that channels natural cold air into summer cooling rooms, creating a perfect cold chain so flowers reach consumers in excellent condition.