In Japan, Valentine's Day is usually celebrated by women giving men chocolates as a token of their affection. However, in Western and other Asian countries, it's standard practice for men to give women flowers.

In keeping with the customs of other countries, Isetan Men's is running a campaign during the three-day holiday from February 9th to 11th, offering a free single flower to the first 500 customers each day who spend over 10,500 yen. For male customers, this is a perfect gift for their wife or girlfriend, in addition to their own purchases. For female customers, it's a thoughtful Valentine's Day gift from the Men's Building.

In addition, until the 14th, the main entrances on the first floor of the Men's Building and the Main Building will be decorated with special Valentine's floral arrangements. The display design was created by Mitsufumi Arai of Daiichi Engei Honten.