Lovers' Day (Koibito no Hi)

What Is Lovers' Day?

Every year on June 12th is "Lovers' Day" (Koibito no Hi) in Japan. The date is the eve of the death anniversary (June 13) of St. Anthony, who is beloved in Brazil as the "patron saint of matchmaking," and comes from the Brazilian custom of couples exchanging gifts such as photo frames on this day. To spread this custom in Japan, the National Federation of Picture Frame Associations (全国額縁組合連合会) established the day in 1988. It is a day to reaffirm bonds with someone special by giving or displaying a framed photo.

Lovers' Day in Brazil

In Brazil, June 12th is called "Dia dos Namorados," a lively day when couples exchange gifts and enjoy meals together.

• Who was St. Anthony? A friar born in Lisbon, Portugal, he died in Padua, Italy, on June 13, 1231. Also known as "Anthony of Padua," he is beloved in Brazil and Portugal as a saint associated with love and marriage.
• Ties to June festivals: Brazil holds "Festa Junina" (June festivals) in many places, and St. Anthony's Day is celebrated as part of them.
• A name used elsewhere: In other Portuguese-speaking countries such as Portugal, the term "Dia dos Namorados" can refer to Valentine's Day on February 14.

Why the Picture Frame Industry Promoted It in Japan

Japan's Lovers' Day was proposed by a picture frame industry association as a day to give framed photos, following the Brazilian custom. Now that taking photos on a smartphone is second nature, printing and displaying a favorite shot is a nice way to give memories a physical form.

Fun Facts About Lovers' Day

• Also "Diary Day": June 12th is also "Diary Day" in Japan, marking the day Anne Frank began writing her diary.
• The "suspension bridge effect": This psychological idea, that people are more likely to feel attracted to someone they meet on a swaying suspension bridge, is known from a 1974 experiment by Dutton and Aron. However, later research suggests the results can vary depending on the conditions.
• A winter lovers' day too: Japan also has a "Winter Lovers' Day" on February 27, so days themed around couples appear several times a year.

Ideas for Lovers' Day

• Print a favorite photo of the two of you and display it in a frame.
• Write a handwritten card to your partner or family to express your gratitude.
• Go somewhere new together and create new memories.
• Tell each other what you like about one another and say "thank you" out loud.

A Day to Give Memories a Physical Form

Lovers' Day on June 12th, rooted in a custom from faraway Brazil, is a day to look again at your bond with someone special. Not just for couples — why not share a "thank you" you're usually too shy to say with your spouse, family, or partner, through a photo or a small gift?