“Ohana, Hanbunko.”: Kinki University Students and SWEET STEADY Blossom a New “Kawaii” Flower-Sharing Trend for Valentine’s Day

Spreading Double the Joy: “Ohana, Hanbunko.” Redefines Valentine’s Gifting
SWEET STEADY: The Idols Bringing “Kawaii” to Flowers
The Future of “Kawaii” Connections Through Flowers

Spreading Double the Joy: “Ohana, Hanbunko.” Redefines Valentine’s Gifting

A unique collaboration between Kinki University students and the Japan Flower Council is set to transform how flowers are gifted this Valentine’s season. Introducing “Ohana, Hanbunko.” (literally, “flowers, halved”), a delightful new concept that encourages sharing a single bouquet to double the joy and connection. This innovative idea is being brought to life through a series of engaging videos featuring the popular female idol group SWEET STEADY, launching on TikTok from January 30, 2026.

The “Flower Valentine” campaign, orchestrated by the Japan Flower Council since 2011, champions the global tradition of gifting flowers to loved ones on Valentine’s Day. This year, students from Kinki University’s Faculty of Sociology, under Professor Makoto Teramoto’s seminar, took the initiative to develop a fresh approach to flower gifting. Through their own experiences, they realized that making flowers more accessible and personal was key. This led to the creation of “Ohana, Hanbunko.”, a “share bouquet” concept where two smaller bouquets are created from one, designed to be shared with friends, family, or partners.

To effectively convey this heartwarming idea, three short story videos were produced for the official Flower Valentine TikTok account. These videos, set to the music of SWEET STEADY, illustrate various scenarios of sharing flowers:

Valentine’s with Friends: A new way of gifting flowers is introduced when friends share an “Ohana, Hanbunko.” bouquet.
First Valentine’s with a Lover: Flowers become the perfect gift for a partner who isn’t keen on sweets, shared in the “hanbunko” style.
A Day with Friends: The spontaneous discovery of “Ohana, Hanbunko.” leads friends to a flower shop, where they choose and arrange flowers for each other, experiencing the joy of sharing.

This campaign aims to make flower gifting a more relatable and casual form of communication, particularly among younger generations. The act of choosing, arranging, and sharing flowers fosters a tangible connection, making the experience more personal and memorable.

“This initiative aims to transform flower gifting into an everyday, joyful communication, fostering deeper connections through the simple act of sharing beauty,” a representative from the Japan Flower Council might say, reflecting the sentiment of making flowers more approachable.

SWEET STEADY: The Idols Bringing “Kawaii” to Flowers

Lending their charm to the campaign is SWEET STEADY, a seven-member idol group formed in January 2024 by ASOBISYSTEM’s “KAWAII LAB.” The group, comprising Ayumi Okuda, Yui Otoi, Natsuka Kurita, Rise Shiokawa, Nagisa Shoji, Mayumi Shiraishi, and Sakina Yamauchi, embodies the essence of “Kawaii” culture.

Their name, SWEET STEADY, symbolizes a bouquet of “cute” elements steadily growing through various experiences. The group has rapidly gained prominence, securing second place on the Oricon Weekly Ranking with their 1st single CD and successfully completing their first national tour in November 2025. They are also slated to hold their 2nd Anniversary Live at Makuhari Messe International Exhibition Hall in April 2026. Their vibrant presence is sure to captivate a youthful audience and further popularize the “Ohana, Hanbunko.” movement.

SWEET STEADY Official Website: https://sweetsteady.asobisystem.com/

The Future of “Kawaii” Connections Through Flowers

The “Ohana, Hanbunko.” initiative, with its focus on sharing and connection, hints at an evolving landscape for “Kawaii” culture. It moves beyond individual enjoyment to communal experiences, suggesting that the future of “Kawaii” might increasingly involve shared moments and emotional exchanges. By making flower gifting a fun, accessible, and social activity, this campaign could inspire new ways for people to express affection and build bonds, not just in Japan but potentially influencing how young people worldwide celebrate connections with a touch of charming Japanese ingenuity.