Why Chocolate Is the Sweet Symbol of Valentine’s Day

JAKARTA, Indonesia — Every February 14, people around the world celebrate Valentine’s Day with a variety of traditions. One of the most popular customs is giving chocolate as a gift. But why is chocolate so closely associated with this day of love?

The history behind chocolate’s significance on Valentine’s Day dates back to the Middle Ages, when knights presented flowers and poems to their lovers. However, the practice of gifting chocolate began in the 19th century, largely attributed to English chocolatier Richard Cadbury, who created heart-shaped boxes filled with chocolates as a marketing strategy. These beautifully designed boxes not only held delicious chocolate but also served as keepsakes for love letters and memories. Since then, chocolate has become an indispensable part of Valentine’s Day celebrations.

“Chocolate has long been associated with happiness and love,” said Laura Matthews, a food historian. “The compound phenylethylamine in chocolate triggers the release of endorphins, producing feelings akin to being in love.”

The connection between chocolate and romance can be traced back to the Aztec civilization, where chocolate was revered as ‘food of the gods.’ The Aztecs believed that cacao-based drinks offered increased energy and passion. According to historical accounts, Emperor Montezuma frequently consumed chocolate drinks before meeting with his concubines, further solidifying its reputation as a natural aphrodisiac.

Globally, chocolate companies leverage Valentine’s Day for significant marketing opportunities. With innovations such as heart-shaped chocolates, vibrant pink and red packaging, and romantic campaigns, chocolate has firmly established itself as the go-to gift on this special day. Additionally, this tradition varies by country: In Japan, women give chocolates to men, while in South Korea, the men reply with gifts a month later on White Day.

Beyond its delightful taste, chocolate is a universal gift. It appeals to people of all ages, as nearly everyone enjoys it from the sweet milk chocolate to the rich dark chocolate and assorted pralines. This versatility makes chocolate a fitting gift for any Valentine’s Day celebration.

The evolution of chocolate’s role in Valentine’s celebrations reflects its cultural significance, moving from aristocratic indulgence to a beloved gift shared among all. As Valentine’s Day continues to be celebrated, the association with chocolate solidifies its place as a timeless token of love.