Department store operators and confectionery makers in Japan are capitalizing on the Valentine's Day shopping surge by offering products and services that emphasize experiences, which consumers highly value today. This approach aims to enhance the appeal beyond traditional chocolate gifts.
In Japan's Valentine's Day market, department stores and confectionery makers are promoting experiential sales strategies. Matsuya Ginza, operated by Matsuya, is selling Angel Hair Chocolate infused with pismaniye—a traditional Turkish dessert of fine strands—for ¥3,240 per piece. Its unique fluffy appearance and light texture have already gone viral on social media. Sho Koizumi, a buyer at Matsuya Ginza, said, "I hope people will be surprised."
Tobu Department Store's flagship in Tokyo's Ikebukuro district has tripled the sweets in its eat-in space from last year, offering around 30 options. At some Takashimaya outlets, renowned patissiers prepare sweets like parfaits on-site for customers. From February 8 to 14, Matsuya Ginza will serve a cacao-based course meal.
Meanwhile, confectionery makers are targeting strong demand for chocolate bars used in homemade Valentine's sweets. Lotte is offering a limited edition of its classic Ghana bars, tinted pink with strawberry powder, for about ¥248. Meiji has launched a campaign giving a special set of Sanrio character-shaped chocolate molds to buyers of three Meiji bars. These efforts reflect shifting consumer preferences toward interactive and novel experiences.
