A Japanese couple's wedding https://aleteia.org/2023/02/13/celebrating-st-valentine-in-the-french-village-of-saint-valentin/ is a significant milestone in their relationship. In the past it was arranged by their families, but today it is mostly chosen by the handful themselves.

In the case of traditional Shinto ceremonies (, shinzen shiki), which account for around one in six marriages, a priest is in charge and the ceremony takes place at a shrine. The couple dresses in bridal kimonos and the bride wears a white headdress called a wataboshi that acts as a wedding veil. After the ceremony, the couple offers branches from a sacred tree and drinks sake.

During the reception, the couple gives modest, sophisticated donations to their customers called hikidemono. Usually they give chopsticks, dinnerware, folded fans and sake cups. Additionally, they request that their guests include their wants in a special book, Kodomo no ti, which contains the newlywed couple's wishes. Gift wealth, called goshugi, is widely given in ornamental envelopes called shugibukuro and generally amounts to Y=30, 000 or more. This total is meant to represent the couple's future wealth.

Some people have taken to Western weddings, including the traditional walk down the aisle, tossing the bridal bouquet, and sharing their first cake bit. A couple's wedding can also be held in a unusual location that they choose on their own. This is especially true for the younger generation, who has been taught a wide range of Eastern japan cupid customs in their classrooms.