Valentine’s Day traditions: what are they and why is chocolate associated with love

Valentine's Day in 6 countries around the world 

Learn how 6 different countries get in the romantic spirit and celebrate Valentine’s Day.  

Medieval Britain 

If you're ever feeling uninspired, medieval Britain's Valentine's Day celebrations could help give you some ideas. As far back as the 15th century, anonymous love letters were popular, with young ladies waiting enthusiastically for handwritten letters to arrive from their secret admirers. In local neighbourhoods, it was also common for single men and women to draw names from a hat, and then the chosen person would be their dinner date for the celebrations.  

 

Germany 

A cute little pig is how the Germans say, "I love you". It can be a small ornament or crafted from chocolate and is a symbol of love. But that's not all, they also gift heart-shaped gingerbread biscuits to their loved ones.  

 

Wales 

In Wales, love is celebrated on January 25th for the patron saint of lovers (St. Dwynwen). Traditionally, in Wales, people would create carved wooden spoons decorated with hearts and keyholes, with the phrase “you unlock my heart” written on them. This wholesome custom dates to the 17th century and still continues today.  

 

Italy 

Single Italian ladies spend a lot of time looking out of windows on February 14th. Why? An old wives’ tale says that the first man to walk past a woman’s window on Valentine’s Day will look a lot like the husband she’ll marry in exactly one year. Valentine’s Day chocolates are also timeless gifts, with many men adding sweet love notes for their beloved. 

 

Taiwan 

Flowers are central to the Valentine’s Day celebrations in Taiwan, where men gift their partners and wives elaborate bouquets that not only look and smell divine but also tell a story. The number of flowers that are in the bouquet is carefully chosen and reveals a secret message. For example, if one rose is given, it means true love, while 99 roses announce that the love will last forever, and 108 roses ask the important question, “Will you marry me?”.  

 

Japan 

The rules are slightly different in Japan, with only the women giving chocolates on Valentine’s Day. The chocolates have different meanings from giri-choco (obligation chocolate), which is for co-workers and acquaintances, honmei-choco (true love chocolate) for boyfriends and husbands, and tomo-choco (friend chocolate) for female friends. The men will then return the favour, on White Day on March 14th, where they give chocolate, flowers, and even jewellery to their sweethearts.   

 

What is the historical connection between chocolate and love? 

Why is chocolate associated with love? It’s actually not a modern concept, and the connection goes as far back as the Aztecs and Mayans, who existed around 1,000 years ago.  

However, the chocolate that these societies consumed would be hard for us to recognise today, because it resembled more of a bitter drink than a sweet treat. It was created by grinding cocoa beans, mixing them in water, and finishing off with chilli and other spices.  

Chocolate, which was called “the food of the gods,” was highly revered and seen as a symbol of love by these ancient civilisations. It was an essential part of the courtship stage, with chocolate gifts given to potential romantic partners. The drinking of cacao was an important ritual in wedding ceremonies and proposals and was seen to bless the marriage and symbolise unity between the couple.  

 

The association between chocolate romance and Valentine's Day 

Why do we give chocolate on Valentine’s Day? It could be because chocolate quite literally tastes like love, and there’s scientific proof to back this up. Just one delicious bite can boost serotonin, which is the hormone that promotes happiness and releases endorphins, which minimise stress and help us feel joy.  

From ancient times to the Victorian era, chocolate was always reserved for the wealthiest members of society. This has given chocolate a reputation for being highly valuable and exclusive. So, when you’d like to express appreciation for your loved ones, chocolate will help make them feel extra special.  

1861 is the year when chocolates were first designed especially for Valentine’s Day. This memorable event happened in England when the famous chocolatier Richard Cadbury created a heart-shaped box for his bite-sized chocolates. The idea completely took off, and by the 1930s, all the major chocolate makers in America were designing distinct collections for Valentine’s Day.  

This link between chocolate and Valentine’s Day shows no signs of slowing down.