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Promotions of St. Valentine's Day starts.
The Morinaga Chocolate Company began its campaign to promote St. Valentine's Day in Japan. -
Period: to
VALENTINE'S DAY
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Flowers Get Meaningful.
The day flowers became symbolic~ Adopted for Valentine's Day.
EXAMPLE:
Bleeding Heart~ Hopeless, but not heartless.
Gardenia~ I love you secretly.
Lily of the Valley~ Let's make up.
Rose~ I love you passionately.
Sweet William~ You are gallant, suave and perfect.
Violet~ I return your love. -
Japanese tradition of White Day starts.
Day for men in Japan to give Okaeshi ( a gift in return for what was already given) to the women who gave them chocolate on Valentine's Day. -
Giri (Obligation) method developed.
The unspoken rule that whatever is recieved must be given back in some form of gift. -
Tradition becomes known as 'White Day'.
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Decision to make White Day a campaign is established.
The All Japan Sweets and Confectionary Makers Union conveyed in Nagoya and decided to make White day an official campaign. -
Campaign Implemented.
Campaign of White day officially implemented. -
Campaign Turning Point.
White day became a huge success in the fifth year and was the turn around from failure to an official holiday. It was then necessary to continue the holiday.