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Meiji's Valentine's Day Campaign: Handmade Chocolates on the Rise

As Valentine's Day approaches, an increasing number of people are choosing to create handmade chocolates. Meiji Co., Ltd., under the leadership of President Fumihiro Yao, has launched a campaign to promote handmade chocolates and share chocolates, enhancing the joy of gift-giving from early January through Valentine's Day 2026.

Starting January 6, 2026, Meiji will kick off a campaign offering cute, original chocolate molds featuring Sanrio characters for customers who purchase three bars of Meiji chocolate. This initiative aims to elevate the experience of creating sweet treats for loved ones, making it a delightful activity to partake in.

In addition, from January 20, 2026, Meiji will collaborate with the popular franchise, Pretty Soldier Sailor Moon, by releasing co-branded products. Both campaigns highlight a rising trend in gifting handmade chocolates, particularly among high school girls, where the percentage of individuals making chocolates to share with friends has nearly doubled since the pandemic.

Rising Popularity of Handmade Chocolate

Recent surveys indicate that approximately 40% of people presented handmade chocolates or chocolate treats during Valentine's Day 2025, marking a notable increase from previous years. This shift reflects a growing affinity for confectionery-making, often cited as a stress-reliever and a source of relaxation. Much of the appeal lies in the emotional fulfillment of creating sweets, allowing for both creative expression and personal enjoyment.

For high school girls specifically, the trend of exchanging chocolates has seen monumental growth, with 79.5% reporting they made chocolates for female friends and 27.2% for male friends in 2025, up from 36.3% and 13.7% respectively during the pandemic. Moreover, a significant proportion of participants reported making chocolates for their parents, indicating that this tradition is extending into familial relationships, becoming a cherished event.

Additionally, over half of those with a hobby of making sweets felt Valentine's Day represented an important opportunity to engage with their favorite characters, reflecting the intersection of confectionery making and fandom culture.

Sweet Self-Care

Beyond making treats for others, surveys reveal that around 61.2% of individuals make sweets primarily for themselves, hinting at the growing trend of self-care through baking. Participants frequently expressed that creating desserts allows them to escape daily stressors, enhancing their overall mood and providing therapeutic benefits.

Preliminary findings indicate that many find peace while baking, with 69% of respondents stating that their minds feel calm and restored when working with chocolate. The joy of satisfying textures, from slicing chocolate to the soothing sounds of melting in a double boiler, fosters a deep sense of relaxation during the process.

Psychologist and communication expert Yoko Haruka notes that the combination of chocolate and handmade creation holds unique therapeutic effects. The history of chocolate illustrates its diverse applications, including its use as medicine, making it a beloved indulgence with psychological benefits. The sensory experiences—pleasant sounds, tempting aromas, and the satisfying act of breaking chocolate—provide a multifaceted avenue for enjoyment.

Collaborations and Recipe Innovations

In collaboration with TASTEMADE, Meiji is set to unveil an array of delectable recipe videos starting January 19, 2026. These videos will include fun ideas like chocolate marshmallow mansions and easy-to-make gummies that capture the spirit of creativity that has resonated with audiences. The entire experience is designed to enrich the joy of making and sharing chocolates.

Furthermore, the exclusive collaboration products with Sailor Moon, including limited edition chocolate packages and character-themed molds, will certainly capture the hearts of fans, making the holiday even more special.

In addition to all this, Meiji has launched a drive for self-love and sustainability with their