#Japan #Tokyo #Kodansha #Daiichi Engei #Sant Jordi Day

A Unique Celebration of Books and Roses on Sant Jordi's Day

Get ready for a charming celebration! From April 18 to April 24, 2026, Daiichi Engei, a leader in greenery and floral arrangements, will partner with Kodansha to promote the delightful tradition of Sant Jordi's Day in Japan. This event will coincide with the renowned day of book gifting, offering both roses and a special booklet!

What is Sant Jordi's Day?

Sant Jordi's Day, hailing from Catalonia, Spain, is held annually on April 23. It is a cherished day where loved ones exchange books and roses as a symbol of love and affection. While this tradition may still be relatively unknown in Japan, both Daiichi Engei and Kodansha aim to spread the joy and meaning behind it.

During the event, customers purchasing roses at select Daiichi Engei stores will receive a complimentary special booklet from Kodansha. This booklet features a variety of works suitable for all generations and genres, allowing readers to think of someone special while choosing a book to gift.

Event Details

Event Name:

Gift Books and Roses to Loved Ones: Sant Jordi's Day

Duration:

April 18 (Saturday) to April 24 (Friday), 2026

Offer:

Customers purchasing roses will receive one special booklet created by Kodansha.

Participating Locations:

• - Daiichi Engei Stores: Nihonbashi, Tokyo Club Building, Gate City Ohsaki, Den-en-Chofu
• - BIANCA BARNET: Hibiya Store

Cooperative Partner:

Kodansha

About the Special Booklet

The special booklet is a non-sale item containing four different selections, each sized B6:
1. Zero to Hyaku / THE BAND / A Bride with Scars
2. My Sister Knows / Taisho Students' Loving Husbands / Dig It
3. Shugo Chara! Jewel Joker / Even Though Watari is Totally Useless / Tell Me, Butler-kun
4. Consumer Life Packer / The Starry Kingdom of Nina / The Class's Incognito Has Too Much Talent

Please note that the booklet is available while supplies last, and each includes the first chapter of the respective titles. Detailed inquiries should be directed to participating stores.

Celebrate with Limited-Time Rose Fair

In addition to the special booklet giveaway, a Rose Fair will also take place during the Sant Jordi celebration. This limited-time event highlights smaller roses perfect for everyday use at special prices. Enjoy fresh roses delivered from Machida, Tokyo, during this promotional period!

Pricing:

• - Each rose costs ¥330 (tax included)

Fair Dates:

April 23 (Thursday) to April 26 (Sunday), 2026

Participating Locations (with Booklet Promotion Marks):

• - Daiichi Engei: Nihonbashi, Mitsukoshi Nihonbashi, Mitsukoshi Ginza, Isetan Shinjuku
• - BIANCA BARNET: Hibiya Store

Most Rose Fair stores marked with asterisks will also host the special booklet giveaway. Please note that availability is limited and will cease once items are sold out.

Why Gift Books and Roses on Sant Jordi's Day?

The tradition of giving roses on Sant Jordi's Day stems from a local legend about Saint George, who defeated a dragon, resulting in blooming red roses from his blood. In the early 20th century, April 23rd was recognized as the birth or death date of literary giants like Cervantes and Shakespeare, prompting booksellers' initiatives to give books as gifts. Today, this practice is an integral part of Sant Jordi's Day celebrations, primarily in Catalonia.

About Daiichi Engei

Daiichi Engei is a veteran in the floral business, celebrating 128 years of service as part of the Mitsui Fudosan Group. With a wide array of services offered, including creating cityscapes with greenery, wedding flower arrangements, and seasonal decorations, the company is committed to a sustainable community surrounded by nature. Continuing to innovate, Daiichi Engei strives for a greener, more vibrant future.

Headquarters:

1-5-21 Katsushima, Shinagawa, Tokyo

Founder:

Katsuharu Yamamura

Established:

1898 (Incorporated 1951)

Capital:

¥480 million

URL:

https://www.daiichi-engei.jp/

Mitsui Fudosan Group's Commitment to Sustainability

The Mitsui Fudosan Group is dedicated to creating new value through harmonious coexistence and collaboration, concentrating on enhancing both social and economic value in its sustainability initiatives.

For inquiries regarding this event, please contact Daiichi Engei's public relations department.