Valentine's Day trends in Japan for 2026

Valentine's Day as an expat in Japan can feel a little confusing at first. Is it romantic? Is it obligatory? Is it really all about chocolate? A new 2026 survey suggests the answer is not quite, anymore.

The research was conducted by Red Lobster Japan (the restaurant), which might sound funny at first, but honestly, for Valentine's Day, I can see the connection. They surveyed 1000 people nationwide and found that the day is shifting away from love confessions and toward gratitude.

Around 60% of respondents said they have never confessed their romantic feelings on Valentine's Day. Instead, most people now see it as a chance to say thank you to partners, family members, or someone important in their lives. Across all age groups, expressing gratitude ranked higher than romantic feelings as the main motivation for spending money on the day.

Chocolate still matters, especially for women and older generations, but younger people are changing things up. Among people in their 20s, inviting someone out to dinner has overtaken chocolate as the most popular way to express feelings. That shift from gifts to shared experiences may feel familiar to expats used to Western-style Valentine's celebrations.

Budgets also vary widely. Many people said they were spending under ¥3,000, while men in particular are split between spending nothing at all or going big.