April 23 is 'St. Jordi's Day', a day to give books and flowers. Hana-cupid cooperates with Kodansha's 'St. Jordi's Day Campaign 2026'

The General Incorporated Association JFTD (Location: Shinagawa-ku, Tokyo, Chairman: Minoru Horikiri) will cooperate with the 'St. Jordi's Day Campaign 2026' held by Kodansha Ltd. (Headquarters: Bunkyo-ku, Tokyo, President: Yoshinobu Noma) starting Saturday, April 18, 2026. During the period, collaboration posters will be displayed at Hana-cupid member stores nationwide (excluding some stores) to broadcast the custom originating in Catalonia, Spain, of 'exchanging books and roses' to all of Japan.

Purpose of the 'St. Jordi's Day Campaign 2026'

'St. Jordi's Day' is an anniversary originating in Spain to convey feelings to important people.

In this campaign, the Kodansha Comic Editorial Department and flower shops nationwide are cooperating with the aim of rooting this wonderful culture in Japan. We hope it will nurture connections between people through books and flowers, and become an opportunity for new encounters with works. In the spring of 2026, please take St. Jordi's Day as an opportunity to give books and flowers to your loved ones.

Development content at JFTD Hana-cupid

'St. Jordi's Day Campaign 2026' Collaboration Poster Visual

'Local flower shops' across the country will display collaboration posters for St. Jordi's Day. Linked with bookstore campaigns, the entire city will liven up St. Jordi's Day.

Period: Saturday, April 18 to Friday, April 24, 2026

Locations: Participating Hana-cupid member stores nationwide (some)

What is 'St. Jordi's Day' on April 23?

'St. Jordi's Day' is an anniversary of love and culture handed down in the Catalonia region of Spain.

[Origin of giving flowers (especially roses)] Long ago, when the knight St. Jordi defeated a dragon that was tormenting the people, a beautiful red rose bloomed on the ground where its blood flowed. Legend has it that St. Jordi gave the rose to the princess as a symbol of love, and this led to the custom of giving roses to loved ones.

[Origin of giving books] April 23 has taken root as a 'day to give books' because it is connected to literary giants, being the birthday of William Shakespeare and the death anniversary of Miguel de Cervantes. It has also been designated as 'World Book Day' by UNESCO.

General Incorporated Association JFTD (Hana-cupid) Representative: Chairman Minoru Horikiri Location: Japan Flower Center, 4-11-9 Kita-Shinagawa, Shinagawa-ku, Tokyo Business Activities: Popularization of flower gifting and flower culture (including floral education activities) / Research and investigation related to flower gifting and flower culture / International exchange of flower gifting and flower culture / Human resource development to promote the revitalization of the floral industry / Hana-cupid transaction related (fresh flower communication delivery transaction business) / Issuance of flower and greenery gift certificates / Joint business for members (joint order receiving business, joint purchasing business, joint advertising business) Official Website: https://www.hanacupid.or.jp/