Unashamed Francophile and local confectioner Karen Schneid, whose delicious bon bon brand Ooh la la can be found in delis and speciality grocers across the country, is wooing the Japanese this Valentine's Day with her sweet delights.
“I'm so excited that Ooh la la confectionery is now available in Japan as part of the Amour du Chocolat show at the Takashimaya department store in Tokyo,” Schneid said about her invitation to participate in the big Valentine's Day sweet-buying frenzy. (In Japan, Valentine’s Day centres almost entirely around the giving of chocolate). The show runs from January 17 until Valentine's Day, and more than 100 brands from Japan and abroad are on sale. Famous international chefs will be there too, including French chef, cookbook writer and well-known Paris-based chocolate and caramel maker Jacques Genin; sculptor, chocolate artist and winner of the prestigious Meilleur Ouvrier de France chocolatier award Patrick Roger; and Fabrice Gillotte, chocolatier from Dijon in the Burgundy region of France, renowned for his innovative approach to chocolate-making and his ability to push the boundaries of what chocolate can achieve.
“I'll be in the company of some of the greatest chocolatiers in the world and the people I've always looked up to as industry giants. It's such an amazing calibre of work at this show and I'm so proud that my brand will be showcased among them,” said Schneid.
She added: “Unlike in many other countries, like South Africa and America, in Japan, Valentine's Day is primarily a day for women to express their adoration of men by giving them chocolates.” Originally, Valentine's Day was marketed as “the only day women could confess their love to men” by a Japanese chocolate brand, Mary's, in 1958. Before then, it was considered disgraceful for women to declare their love. “There is another day, March 14, called White Day (initially because it was traditional to give white marshmallows), exactly one month after Valentine's Day, for men to reciprocate the feelings and gifts they received on Valentine's Day,” said Schneid. “But it's not nearly as big of a deal. Valentine's Day is a bigger holiday than Christmas in Japan.”
On White Day, the okaeshi, or return gift, is typically white chocolate. “There's a good reason for that. It's so that there's no re-gifting possible. Also, it's interesting that on White Day many of the older men returning gifts often bought nicer, more expensive presents. In Japan, the term sanbai gaeshi (“triple the return,” a reference to the monetary value of the gift given in return) serves as a common rule of thumb for men trying to find a White Day present. They also give things like cookies, jewellery and white lingerie.
People in South Korea, a country that shares similar gift-giving traditions on Valentine’s Day and White Day, also celebrate Black Day, when, on April 14, singles — or people who haven’t received gifts in February and March — wear black clothes and eat the comfort food jjajangmyeon, a popular black bean paste noodle dish. According to Smithsonian Magazine, April 14 is also typically accompanied by a spike in sales for black coffee and matchmaking services.
These traditions underscore Japan and South Korea's cultural emphasis on harmony and social obligations, ensuring no one feels left out.
Apparently in the Japanese version of Valentine's gifting, when women give gifts to men, not all the men are treated equally. The more expensive honmei or honmei-choco (true-feeling chocolates) are reserved for the husband or lover. Cheaper giri or giri-choco (obligation chocolates) go to co-workers, from the guy who brings the mail to your desk up to the boss of the company. Inventive chocolate marketers, looking to squeeze more yen out of the heart-shaped holiday, also sell tomo, chocolate treats that women can buy for their female friends. There is also a distinction made between store-bought and handmade, which highlights the importance placed on the intention behind the gift, where the act of making the chocolate by hand is seen as a labour of love.
It is believed that Dutch traders brought chocolate to Japan in around 1797 (after the Portuguese had inadvertently discovered the islands in 1542 when Fernão Mendez Pinto was driven there by storms). It was given to geishas by these Dutch traders. At the time, the Dutch were the only Europeans allowed a foothold in an otherwise closed country where travelling abroad was punishable by death. Now, more than anywhere else in the world, Japan's billion-dollar chocolate industry is driven by special days propelled by the advertising industry and chocolate brands aiming to make a killing by selling to the sweet-toothed, loved-up populace. Up to half of the annual sum is spent around the time of Valentine's Day in February, according to retailers.
Yukari Sakamoto, a guide at Tokyo Market Tours, said: “Working at Takashimaya, I observed the retail side of the Valentine's tradition. Firstly, my colleagues were surprised to hear that it's only in Japan that this is done. Most of them commented on how brilliant the chocolate companies are to sell so much chocolate during a holiday that isn’t even Japanese.
“Most department stores attract customers by offering unique chocolates only available at their shop. Each year the offerings vary as do the chocolatiers invited to create special boxes of chocolates.
“This year, Takashimaya’s offerings include chocolates from local chefs like Japanese chef pâtissier, Sadaharu Aoki, who has a programme on NHK, a Japanese pay television channel for audiences overseas, on making French pastries at home. Of course, the world-famous chocolate and confectionery chefs are invited too. Most of these unique sweets are only available at this time of year. And it's no secret that some of the chocolates are sold to women buying for themselves.”
To celebrate “self-love”, Japanese women also give themselves jibun choco.
Also from Japan, Susumu Koyama, the mastermind behind Pâtissier Es Koyama and founder of Maraiseisakusho, a pastry boutique dedicated to children under 12 “to mould the chocolatiers of tomorrow”, will also make an appearance. He's known for his innovative flavour combinations and dedication to texture.
This is the second year that Schneid was invited to Japan to take part of the Valentine's festivities. “Takashimaya is the oldest department store in Japan, and definitely the most prestigious,” she said. “We've curated 'pebbles' specifically for the show. They're our signature product. They've won over 24 awards internationally at the UK Great Taste Awards over the years. In 2023, we exhibited Ooh la la at Foodex in Japan, Asia's premium professional trade show for food and beverages. It was there that we were first approached by Takashimaya to curate an exclusive collection for their 2024 and 2025 Amour du Chocolat shows. Our 'pebbles' sold out twice, so we were hoping for similar success this year.
“Our Chocolate Collection Pebbles 150g are an assortment of three chocolate-covered pebbles: Pecan Pebbles in Dark Chocolate (which won a double star award at the UK Great Taste Awards in 2018), Hazelnut Pebbles in White Chocolate and Almond Pebbles in Milk Chocolate. So, three different salted caramel nut brittles in three different chocolates. We created the hazelnut in white chocolate pebbles and the almond in milk chocolate pebbles for the show — [they} are completely new products to the brand,” Schneid said.
“Ooh la la confectionery is entirely about love, from start to finish. When I think about the love that has been poured into the creation of every confection, it makes me feel that people are bound to taste that love, the research, effort and creativity in their enjoyment of the products.”
• South African fans can get the Pecan Pebbles in Dark Chocolate and Almond Pebbles in Milk Chocolate here.
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