The “Flower Valentine” Campaign Expands Its Reach
The “Flower Valentine 2026” campaign, spearheaded by the Flowering Japan Council, is a nationwide initiative involving approximately 9,000 flower shops, now in its 16th year. While flower gifting among young men has seen a positive trend, with about 14.3% of men in their 20s purchasing flowers for Valentine’s Day, the rate for young women remains lower at 4.5%. This campaign aims to make flowers a more casual and enjoyable part of daily communication, especially among young women who often celebrate Valentine’s Day with friends.
Since its inception in 2011, Flower Valentine has evolved. Initially focused on encouraging men to buy flowers, it has broadened its scope since 2021 to appeal to younger generations (early 20s to mid-30s) with a more inclusive and gender-neutral approach. The goal is to make flower gifting a lighter, more enjoyable form of communication throughout the year.
The Birth of “Ohanahanbunko” from Kinki University Students
The inspiration for “Ohanahanbunko” sprung from Kinki University’s Professor Makoto Teramoto’s seminar, where female students explored how to engage their peers with the charm of flowers. They realized that the act of giving flowers often sparked a desire in the giver to also possess the same beautiful blooms. This insight led to the “share bouquet” idea: buying a single bouquet, then splitting it to enjoy together. “It’s like staying connected, and the happy feeling lasts longer,” shared one student, capturing the essence of this new trend.
“Ohanahanbunko” transforms flowers from “something for the other person” into “something for us both.” Imagine the delight of not only giving a beautiful bouquet but also taking half for yourself, continuing the shared joy as you both display your flowers in your respective spaces. This concept aligns perfectly with a growing trend among young people: valuing shared experiences and memories over mere material possessions.
To amplify this message, Kinki University students are creating TikTok videos featuring “Ohanahanbunko” scenarios, set to the music of SWEET STEADY. These videos, launching from late January, will be shared on the official Flower Valentine TikTok:
https://www.tiktok.com/@flowervalentine_official
Insights from Student Research
A survey conducted among 121 Kinki University second-year students (December 2025) revealed compelling insights into their gifting perceptions:
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Gift-Giving Habits: 87% had given gifts more than twice in the past year, primarily to friends (70%) and family (60%), often for birthdays.
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Flower Perception: While flowers were chosen by about 20% for gifts, 40% of students had received flowers, mostly for graduation ceremonies (76%). Nearly 90% associated flowers with “special occasions,” yet a significant majority (57%) expressed a desire to use flowers “more casually.” An overwhelming 89% believed “flowers look good in photos and SNS posts.” This indicates a strong potential for flowers to transition from being solely “special gifts” to “shared experiences,” especially given the youth’s inclination towards social media.
Regarding Valentine’s Day, 74% of students participate in gifting, mainly for close friends (54%) and family (42%), with “expressing daily gratitude” (53%) being the primary motivation. This underscores the shift towards Valentine’s Day as a day for general appreciation, not just romantic love.
When asked about sharing gifts, only 12% were uninterested. Many desired to share experiences like meals, karaoke, or items like sweets and accessories. Common reasons included: “Joy and deliciousness are more strongly remembered when shared with someone,” and “The charm lies not just in the object, but in the experience and memories.” These responses highlight that for young people, the value of a gift lies less in the item itself and more in “who they can share time and emotions with.” This perfectly aligns with the “Ohanahanbunko” philosophy.
The concept of “Ohanahanbunko” resonated positively, with nearly half of the students (43%) expressing interest. The most popular choice for sharing was “close friends” (55%), followed by “lovers/partners” (31%). The top reasons cited were “it would become a memory with friends and family” (62%) and “it would look good in photos/SNS” (39%).
Idol Power: SWEET STEADY Joins the Movement
The seven-member idol group SWEET STEADY, formed in January 2024 under ASOBISYSTEM’s “KAWAII LAB.” project, is a vibrant force in this campaign. Their name embodies the wish for them to grow “steadily” like a bouquet of “sweet” experiences. Having achieved remarkable success, including a No. 2 spot on the Oricon Weekly Ranking for their 1st single CD and a successful nationwide tour, they are set to hold their “2nd ANNIVERSARY LIVE” at Makuhari Messe International Exhibition Hall in April 2026. Their involvement brings a youthful energy to “Ohanahanbunko.”
SWEET STEADY Official Website:
https://sweetsteady.asobisystem.com/
Music news media “Ongaku Natalie” will feature an article in late January 2026, documenting the SWEET STEADY members experiencing “Ohanahanbunko.” Music Natalie, with its 25 million monthly page views and 1.2 million X (formerly Twitter) followers, is a highly influential platform, ensuring wide reach among enthusiastic fans.
Music Natalie Official Website:
https://natalie.mu/music
Understanding Flower Valentine: A Global Tradition
Globally, Valentine’s Day is a time to express love and gratitude, often with flowers. February 14th is, in fact, “the day when the most flowers are given worldwide.” Japan’s “Flower Valentine” campaign, inspired by this global custom, encourages flower gifting to loved ones. It’s part of a broader “3 LOVE STORIES” promotion, which also includes January 31st (“Beloved Wives Day”) and March 14th (“White Day”), creating three opportunities for flower gifting from January to March.
Flower Valentine Official Website:
https://www.flower-valentine.com/
Official X:
https://x.com/f_valentine2026
Official Instagram:
https://www.instagram.com/flowervalentine_official/
Official Facebook:
https://www.facebook.com/flowervalentine/
Official TikTok:
https://www.tiktok.com/@flowervalentine_official
The Vision for the Future of Flowers
The Flowering Japan Council, established in 2014, actively promotes flowers and greenery in daily life. Their initiatives, such as “WEEKEND FLOWER” and the “well-blooming project,” aim to expand domestic flower consumption and address SDGs within the flower industry, emphasizing well-being through flowers (#VitaminF).
Flowering Japan Council Official Website:
https://hananokuni.jp/
WEEKEND FLOWER Official Website:
https://weekendflower.jp/
“Hajimete Hanaya” (for flower beginners) website:
https://hajimetehanaya.jp/
Domestic Flower Demand Expansion Promotion Council Official Website:
https://homeuse-hana.jp/
well-blooming project:
https://homeuse-hana.jp/wellblooming/
“Ohanahanbunko” represents a charming evolution in how Japanese youth interact with “Kawaii” culture, shifting from individual enjoyment to collective happiness. By embracing shared experiences and leveraging the visual appeal of flowers for social media, this initiative, supported by popular idols, is likely to resonate deeply. This new approach to flower gifting holds the potential to inspire similar communal expressions of “Kawaii” abroad, fostering connections and spreading joy one shared bouquet at a time.
