Would you ever wish someone a “lovely Halloween”? I kept seeing this phrase pop up in Halloween goods this year along with the more standard “Happy Halloween.” I think “lovely Halloween” may go the way of “heartful” (ハートフル), which is wasei Eigo (Japanese-created “English”) used to mean heart-warming, warm-hearted, or caring.*
Yet, there it is. Lovely Halloween (ラブリーハロウィーン). But why?
For the record, the Pocky are chocolate- and strawberry flavored; the Pretz is “salad” flavored, all of which are standard flavors; while the packaging is different and even includes a cut-out mask, the product is not actually seasonal. Apparently Pocky used to have Halloween pumpkin flavors, which you can see on Collecting Candy‘s post on Pocky’s Lovely Halloween series of years past. I’m not sure if the Halloween seasonal flavors were discontinued because of lack of interest, production costs, or if they just weren’t very tasty. Has anyone tried a pumpkin Pocky?
I also received a very interesting email from reader Lauren:
Subject: Valentinization of Halloween?
…I noticed something at my school. The girls and kitchen-aware boys have been talking all week about what Halloween treats they’re going to bring to share with their friends. Some even brought homemade cookies to us in the teacher’s room, Valentine’s Day style, with cute Halloween packaging.
This is [my coworker's] bag of homemade treats from a student!
I found this fascinating, especially in light of last year’s Halloween engagement jewelry campaign. After she sent me this, I realized that I had some of my own photos of Halloween goodie bags that were being sold at grocery stores:
Since trick-or-treating is not practiced here, these cannot have been meant for trick-or-treaters. Perhaps Halloween will go the way of Valentine’s Day, with friend-chocolate or gender-neutral sweets-exchange (versus the gendered Valentine’s Day and White Day practices of women giving chocolate the men on the former and men returning the favor on the latter.) Perhaps Halloween will be the new Christmas Eve, a holiday that retains its appeal to children but adds an element of romance for adults.
I know I’ve continued posting about Halloween after the fact, but I believe I have one more wrap-up post to finish up this year’s Halloween articles. If you have any comments or photos about how your region, workplace, or locals celebrated the holiday, send me an email at odorunara [AT] gmail [DOT] com or leave me a comment on this post.
See all the Halloween-related posts here.
*Of course, in Kanazawa we have a “heartful parking garage” and a “heartful taxi” service; I’ve heard of some public schools having a “heartful helper” (sort of like a counselor).