As announcements for the 2017 Valentine's Day shopping season continue, Ginza Mitsukoshi and Nihonbashi Mitsukoshi Main Store have each announced their own unique themes and will be responding to new Valentine's Day demand with a product lineup that includes limited-edition items.

The theme of Ginza Mitsukoshi's 2017 Valentine's Day "GINZA Sweets Collection" is "tressaillir de joie!", which literally translates to "excitement." It conveys the message that Valentine's Day should be a memorable experience, encouraging people to enjoy chocolate with their significant other, friends, family, and even lovers, and discovering their favorite flavors.

Lilian Bonnefoi, making its Japan debut and available exclusively at Ginza Mitsukoshi, is a boutique opened in Antibes, France in October 2015 by Lilian Bonnefoi, who works at the luxury resort hotel "Hotel du Cap Eden-Roc" in southern France. While the hotel's chocolatier's flavors have been available in Japan in the past, this time we're focusing on the flavors of their original brand, which features assorted bonbons and tablets made with couverture from various regions, all in modern packaging.

The "Belgian Selection Box" (3,501 yen including tax/limited to 800 pieces), which brings together flavors representative of eight Belgian brands, usually sells out early during the event. The 2017 theme is "Memory," and Centho, Benoit Nihant, Wittamer, DelRey, Debailleul, Pralibel, Bruyerre, and Desiree will each be competing with their own special chocolates. Ginza Mitsukoshi's Valentine's Day special sale will run from January 25 to February 14, 2017, at the event venue on the 7th floor of the Ginza Mitsukoshi department store and the Ginza Terrace/Terrace Court on the 9th floor. Approximately 70 brands are scheduled to appear. Meanwhile, the theme of Nihonbashi Mitsukoshi's 2017 Valentine's Day "NIHOMBASHI Sweets Collection" is "Cacao Journey: Traveling Through and with Cacao." Cacao spread from South America to the world in the 16th century, but recently, attention has been drawn to its origins, production methods, and traditions. The aim of this event is to encourage visitors to embark on a journey to discover various types of cacao starting from Nihonbashi. The event will run for two weeks, from February 1 to 14, 2017, at the event venue on the 7th floor of the main building, with approximately 90 brands. Chocolates by Junji Tokunaga of Hotel InterContinental Tokyo Bay will be available exclusively for Valentine's Day. Among the four chocolates, the rose and fruit chocolates are shaped like gorgeous pink and red hearts and feature damask rose water. The aroma of roses fills your mouth, creating an elegant experience. According to Tokunaga, the balance of the aromas was carefully considered. Other items on offer include bonbons based on Kamisaka Sekka's "Irises Screen" from the Okada Museum of Art Chocolate collection, which will be sold first at the Nihonbashi Mitsukoshi Main Store, and chocolates from Chocolaterie de Monaco presented on a ceramic tray, making them ideal for gifts other than Valentine's Day. Furthermore, ahead of the launch of the sweets collection, Nihonbashi Mitsukoshi Main Store will set up a corner featuring approximately 12 brands from January 25th to 31st, 2017. One particularly noteworthy item is Nakameguro's "green bean to bar chocolate." In addition to selling chocolates that are made using only cacao beans and sugar and take about 45 days to make, the store also offers educational chocolate experiences, such as workshops where customers can compare chocolates from different regions.

According to the store staff, in addition to demand for chocolates as Valentine's Day gifts for men, recently many people, both men and women, are buying them for themselves, and in fact the average purchase price is actually higher than when buying them as gifts. Rather than being a traditional tool for women to confess their love to men, the store is increasingly positioning itself as an "event where you can find so many chocolates that you'll be dazzled." Online sales will begin at 10am on January 9th, 2017, and at 10am on February 3rd, at all stores.