In Japan, Valentine's Day is a day when women give chocolate to men, but in Europe and America, it's a day when men and women express their love and gratitude to each other. It's also customary for men to give flowers.
Just as a woman is happy to receive chocolate as a gift, giving her flowers that you've carefully chosen for her will bring her joy, making Valentine's Day even more special.



To promote Flower Valentine's Day, Isetan Men's is holding an event.
We welcomed Ambassador Yoshimasa Hoshiba as a guest and presented a single rose to each of the 200 female customers who visited Isetan Shinjuku Store, Men's Building . The customers looked surprised at first, but their faces instantly lit up with smiles and they were delighted.
Furthermore, at the talk show held on the first floor Isetan Shinjuku Store, Men's Building we discussed Valentine's Day customs in Europe and America, as well as the relationship between flowers and fashion. Many in the audience nodded in agreement, making it a talk show full of shared experiences and discoveries.


After the event, we interviewed Mr. Hoshiba about Flower Valentine's Day.

"In other countries, it's commonplace for men to give women flowers, and through Flower Valentine's Day, I hope that Japanese men will understand the essence of this and give flowers more often. Some Japanese men may feel embarrassed to buy or give flowers, but just like with fashion, just as wearing accessories or a sharp suit can make you look good, I think that people who carry flowers look good, and the people who give them look good too. Above all, seeing a woman's smile when you give her flowers is what makes a man look good, and expressing gratitude in a tangible way is a wonderful thing."

This year's Flower Valentine event allowed us to once again appreciate the power and beauty of flowers.

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