February 12, 2026 | 10:39 pm
TEMPO.CO, Jakarta – Every February 14, chocolate is the quintessential symbol of affection, given to partners, friends, and family. But why do we give chocolate on Valentine’s Day? This sweet tradition is more than just a treat; it carries a rich history and deep symbolism.
How Did Chocolate Become Associated with Love?
The connection between chocolate and romance dates back to ancient civilizations. In Mayan and Aztec cultures, cocoa beans were highly valued as currency and symbols of status. Couples also shared cocoa drinks during marriage rituals as a sign of unity and commitment.
When Spanish explorers introduced chocolate to Europe, the bitter beverage gradually became associated with luxury, desire, and intimacy, laying the foundation for its enduring role as a hallmark of Valentine’s Day.
Who Started the Tradition of Giving Chocolate?
The modern custom of giving chocolate on Valentine’s Day began in the 19th century. In 1861, English chocolatier Richard Cadbury created heart-shaped chocolate boxes with romantic designs specifically for the holiday.
These keepsake boxes, often paired with greeting cards and flowers, established chocolate as a universal “language of love” and a wordless way to say, “I love you.”
Why Is Chocolate Such a Popular Gift?
Chocolate is more than a sweet treat; it also triggers psychological and sensory pleasures. Sweet flavors stimulate happiness, while compounds in chocolate, like serotonin and phenylethylamine, are thought to boost mood and mimic “love hormones.”
Gifting chocolate can feel more personal than flowers, allowing the giver to choose flavors tailored to the recipient. These qualities help explain why chocolate remains a top gift choice for romantic partners, friends, and loved ones alike.
How Do Chocolate-Giving Traditions Differ Across Countries?
Chocolate-giving traditions differ worldwide. In East Asia, particularly in Japan and South Korea, women typically give chocolate to men on February 14, including partners, friends, and coworkers.
Men reciprocate on White Day, March 14, by giving gifts, often chocolate or other sweets, to the women who gave them chocolate.
In Japan, the tradition of giving chocolate on Valentine’s Day has expanded beyond romantic gestures. Tomo choco refers to “friendship chocolate,” which women give to friends, classmates, or coworkers as a sign of appreciation or camaraderie.
Jibun choco is chocolate that people buy for themselves, as a form of self-indulgence or self-care.
These variations show that the Valentine’s Day chocolate tradition in Japan has evolved to meet modern social and cultural needs. It’s no longer just about romantic love; it also celebrates friendship, gratitude, and even personal enjoyment.
From ancient rituals to modern marketing, chocolate on Valentine’s Day represents affection, attention, and warmth. It transcends cultural boundaries, making special moments with loved ones even sweeter.
So, have you prepared chocolates for your loved ones?
Read: 40 Simple Valentine's Day Message Ideas to Share with Loved Ones
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