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In Japan, while out in public, much emphasis is placed on being aware of the feelings of others and therefore the need to be quiet, polite, and respectful.  All of this is intended to help maintain peace and social harmony in a crowded country.  Related to this, is the Japanese culture of gift-giving, which is a way of showing respect, thanks, or appreciation for friendship (see link below for more details).  This helps to explain how Valentine's Day is celebrated, with supermarkets around Yokosuka putting out special sales sections of chocolates and sweets -- a huge variety of them, beautifully wrapped and packaged for purchase as gifts.  As explained in the article linked at the bottom, Valentine's Day -- which was not originally a traditional Japanese event -- was commercially developed as a concept where women would buy chocolates to present to men, family, or friends.  Of interest, in 1978, Japan's National Confectionery Industry Association came out with a marketing campaign, as a follow-on to Valentine's Day, to continue selling chocolates.  14 March was designated "White Day", and men were encouraged to reciprocate and purchase sweets & gifts to return to women.  So, what happens is that local supermarkets and shopping malls will leave their special Valentine's Day displays/shelve in-place and replace a few items and change advertising signs/labels to: ホワイトデー ("Ho-wai-to Dei", White Day).  We hope you will be able to check out this interesting (and sweet) event the next time you are out shopping in Japan.  Written by Goodfield   

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LINKS:

Gift-giving in Japan

https://www.japan-guide.com/e/e2004.html

Valentine's Day in Japan

https://us.iino.cc/blog/blog.html?eid=00009