Love Vegetables Day (Aisai no Hi)

What Is Love Vegetables Day?

Every year on January 31, Japan celebrates "Aisai no Hi" (Love Vegetables Day), established by Kagome Co., Ltd., maker of the "Yasai Seikatsu 100" vegetable juice, and registered with the Japan Anniversary Association. The date comes from a wordplay on "1 (I/ai, love) 31 (sai, vegetables)." Kagome chose this time of year because people tend to eat fewer vegetables in January and February, and it hopes people will eat more vegetables and enjoy healthier diets.

Why "Loving Vegetables" Matters Now

Japan's Ministry of Health, Labour and Welfare recommends adults eat 350 grams of vegetables a day, but many people in Japan fall short of that goal. Vegetables are packed with vitamins, minerals, and fiber that help keep the body functioning well. Love Vegetables Day is an important reminder to rediscover the value of vegetables and bring more color and health to your daily meals.

Savoring Winter Vegetables at Their Peak

January is a good season for winter vegetables. Some cold-season crops such as daikon radish, Chinese cabbage, spinach, komatsuna, and broccoli are said to grow sweeter after exposure to cold. Vegetables in season tend to taste good and be reasonably priced.

A "Vegetable Life" Worth Enjoying

While "eating vegetables" can sometimes feel like an obligation, Love Vegetables Day focuses on enjoying them instead. Vibrant colors please the eye, and crisp textures make meals more enjoyable. By experimenting with cooking methods or trying new varieties, your table can become a more creative and rewarding place.

A Wonderful Coincidence With "Beloved Wife Day"

January 31 is also "Beloved Wife Day" (Aisai no Hi, written with different characters meaning "loving one's spouse"). Cooking vegetable-rich dishes ("ai-sai" = loving vegetables) out of care for your partner ("ai-sai" = loving your spouse), or enjoying a vegetable-packed meal together as a couple, ties these two coinciding holidays together with a shared message: take care of yourself and your loved ones.

Tips for Eating More Vegetables Deliciously

• Cook vegetables to reduce their volume (e.g., steamed or simmered) so you can eat more without feeling stuffed
• Add more vegetables to soups and miso soup, and enjoy the nutrients that dissolve into the broth
• On busy days, make good use of vegetable juice, frozen vegetables, or pre-cut vegetables
• Try "vegetables first" eating — starting your meal with a vegetable dish
• Choose vegetables that are in season, when they're tasty and affordable

The Sensory Appeal of Vegetables

The appeal of vegetables goes beyond nutrition. The red of tomatoes, the yellow of bell peppers, the green of komatsuna — combining colorful vegetables makes any table brighter. Aiming for several colors on your plate naturally increases the variety of vegetables you eat and makes the dish more appealing.

Local Produce and "Aisai"

Choosing fresh vegetables grown by local farmers connects to a love of your region ("aisai"). Fresh vegetables have a richer flavor and are satisfying even with simple cooking. Visiting a farm stand and choosing vegetables whose growers you can picture deepens your gratitude for the food you eat.

Ideas for Enjoying Love Vegetables Day

• Add a vegetable-centered dish, like a hot pot or steamed vegetable salad, to dinner
• Try an unusual vegetable you don't normally buy and discover a new flavor
• Measure out "350 grams" of vegetables once to get a feel for how much that really is
• In honor of "Beloved Wife Day," cook a vegetable-rich meal for someone special

Beautify Tomorrow, Starting From Within

Love Vegetables Day is a day to show some love to the meals that make up your body. Adding just one more serving of vegetables as a small habit can gradually change your everyday diet. On January 31, give thanks for the earth's bounty and enjoy a colorful, delicious way to wrap up the month of January.