Innovation That Matters

In Japan, service guarantees a gift on Valentine's Day

Work & Lifestyle

The Valentine-hoken service aims to provide “insurance” against the possibility of not receiving any cards or gifts by sending a package from a fictional woman.

There’s no doubt Valentine’s Day can place extra social pressure on anyone giving or receiving cards and gifts in honor of the occasion, but in Japan that pressure is particularly acute for men. That’s because Valentine gifts are typically a sign of a woman’s affection over there, causing no small stress for the single men who don’t receive one. Enter Japanese Zipng, whose new Valentine-hoken service aims to provide a sort of “insurance” against the possibility of being overlooked on the day of love. Japanese men feeling anxious about the impending occasion need only visit the Valentine-hoken site and pay JPY 500, which is the equivalent of just a little more than USD 5. In exchange, Zipng will send the subscriber a Valentine’s Day package including chocolates and a personal message from a fictional “beautiful lady” according to a DesignTaxi report. Then, even if no real lady has expressed her admiration, the customer can keep that fact to himself and save himself humiliation. Of course, in Japan it may be men who are the primary sufferers from neglect on Valentine’s Day, but in much of the world that pain is distributed more evenly. One to emulate in your neck of the lonely heart woods? Spotted by: Smith Alan



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