#Japan #Tokyo #Red Lobster #Valentine’s Day #Gratitude

Valentine’s Day: A Shift Towards Gratitude

Valentine’s Day, traditionally viewed as an occasion for romantic confessions, is undergoing a notable transformation in Japan. According to a recent survey conducted by Red Lobster Japan, in collaboration with their initiative "Red Reward Story by RED LOBSTER", more than half of participants have never confessed their love on this special day. Instead, the survey shines a light on the shift towards using Valentine’s Day as a platform for expressing appreciation and gratitude to those we cherish.

Survey Overview

The study was carried out online from October 31 to November 5, 2025, and gathered insights from 1,000 individuals aged 20 to 59 across Japan, revealing the evolving sentiment surrounding this occasion.

Key Findings

1. Confessions are Declining: Approximately 60% of respondents admitted they have never confessed their feelings on Valentine’s Day. The percentage of women who have made such a confession stands at 47.8%, whereas only 38.4% of men reported the same. This indicates a significant change in who initiates romantic gestures as women’s traditional role of gifting chocolate to men is being reassessed.

2. Changing Dynamics of Gift-Giving: The survey also revealed that 70% of men are now participating actively in Valentine’s Day. Interestingly, around 60% of participants indicated they would spend less than 3,000 yen, highlighting a growing divide between those who opt for no spending and those willing to invest in more significant gifts or experiences.

3. Cultural Shift in Expressing Feelings: While chocolate gifting remains a beloved tradition, the survey suggests that in 2026, the act of inviting someone to lunch or dinner is quickly becoming a popular choice for expressing affection, nearly closing the gap with chocolate gifting preferences.

4. Focus on Gratitude Over Romance: Across all age groups, motivations for celebrating Valentine’s Day are more centered around appreciation than romantic feelings, especially among younger generations who equally express a desire to acknowledge the support and kindness of others.

Summary of Findings

The findings highlight that Valentine’s Day is evolving into a day for expressing appreciation rather than solely romantic intentions. Especially among younger participants, the sentiment of wanting to recognize and uplift others is becoming a driving force behind how they choose to celebrate. The method of expressing feelings is also diversifying, with younger people increasingly favoring shared experiences like meals over traditional gifts.

Red Lobster's decision to conduct this survey stems from its commitment to being a cultural symbol of love, particularly due to lobsters' association with lasting companionship in Western culture. By facilitating more opportunities to express daily gratitude and care through shared dining experiences, Red Lobster aims to become a meaningful part of people’s ordinary lives.

About Red Reward Story by RED LOBSTER

The “Red Reward Story by RED LOBSTER” initiative is designed to encourage individuals to express appreciation to those they cherish rather than reserving such sentiments for special occasions. The campaign is rooted in the understanding that heartfelt moments of gratitude are often found in everyday life, and it aspires to create an environment where expressing thanks is as comfortable as enjoying a delicious meal with loved ones.

This program, alongside Red Lobster’s well-known hospitality and high-quality seafood offerings, aims to be a pivotal space for expressing gratitude more openly and joyously.

Company Overview

Founded in the United States in 1968 and entering Japan in 1982, Red Lobster is a renowned seafood restaurant chain with a presence across 20 locations, primarily in the metropolitan area. Upholding the ethos of “Guest is First,” Red Lobster offers a variety of carefully selected seafood dishes, creating a welcoming atmosphere for celebrating both special occasions and everyday moments of appreciation.