Tsumagoi (love for wife) town was given that name due to the story of Yamato Takeru who stood on Mount Azuma and cried out for his departed wife. However in Japanese culture, men feel embarrassed expressing love and appreciation. The fact that Valentine’s Day, a day where women are the ones giving gifts to the men could not say any louder that men feel embarrassed showing affection. However, Aisai No Oka (愛妻の丘 ), tries to cultivate marriage by gathering husbands every fall for the event ‘Shout Your Love From the Middle of a Cabbage Patch’ Day.
(Left) A signboard suggesting how to be a better husband in both Japanese and English. (Right) Too embarassed to say your love? Why not express through a letter and send it?