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Good Spouses Day (いい夫婦の日, ii fūfu no hi) is a celebration held in Japan every year on November 22nd. There is currently no official English name for the day and it has alternatively been called "Good Couples Day" or "Good Husband and Wife Day" in English.
Good Spouses Day was first proposed by the Leisure Development Center (currently the Japan Productivity Center) in 1988. A committee was established in 1998 to promote Good Spouses Day. Beginning in 2000, public voting is conducted each year to elect the Couple of the Year, a couple who is considered the most ideal.
The day reached widespread recognition in the 2000s, and more celebrities now submit their marriage registrations on November 22nd. In 2007, the organization leading the celebrations began conducting yearly surveys regarding married relationships.
November was brought up in a 1985 economic countermeasure meeting as a month with space open for such a day. Additionally, the date is an instance of goroawase because 11/22 (DD/MM) can be read “ii fufu” in Japanese, which sounds like the words “good husband and wife” (ii fūfu).
A 2015 survey by the advertising and marketing company Creative Survey found that, while approximately 80% of respondents were aware of the day, only 4% celebrated it. In contrast, a 2023 survey by En-Musubi University, a dating-information website operated by web and marketing services corporation Next Level, found approximately 50% of respondents planned to do something for Good Spouses Day.
With the occurrence of the Tōhoku earthquake that year, the 2011 Good Spouses Day saw many emotional reports in the media of couples impacted by the disaster, resulting in the selection of the theme “Bonds” for the celebrations.
In response to surveys, organizers acknowledged the need for spouses to strengthen the bonds between them, and so, in 2012, posted tips on how to be a good spouse on Twitter. These tips were also posted on their homepage where they provide information on strengthening the bonds with your spouse.
The Senryū Contest and call for Couple of the Year candidates opened on August 1st, the Jewelry Writing Contest opened on August 10th, and the official website was redesigned.
Past winners of the Couple of the Year vote.
Good Spouses Day has become a popular day for submitting a marriage registration as it is believed doing so will result in a healthy and long-lasting relationship.
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