A Romantic Move from Kodansha: Roses and Manga Come Together for the 2026 Saint Jordi Day Campaign
Kodansha, one of Japan's most established publishing houses, has launched a meaningful project that brings literature and love together. As part of the "Saint Jordi Day Campaign 2026", which officially began on April 18, 2026, a special event is being held in select bookstores, digital platforms, and even flower shops across Japan. With this campaign, Kodansha invites readers to gift their loved ones not just a flower, but also a story. During the campaign, customers who purchase roses from participating florists will be gifted special manga booklets compiled from the publisher's popular series.
Originally a tradition from Catalonia, Saint Jordi Day (St. George's Day) is celebrated every year on April 23 and is based on the custom of people gifting books and roses to one another. Promoted in Japan by the Japan Book Publishers Association since 1986, this tradition gains a fresh perspective in the manga world with Kodansha's move this year. This project, carried out jointly by the publisher's various editorial departments (shonen, shojo, seinen, etc.), emphasizes that manga is not just a form of entertainment, but also a valuable part of gift-giving culture. It is also significant as it marks the first time the publisher's different departments have come together for such a large-scale cultural campaign.
This campaign draws attention in the industry for supporting physical book sales while also involving local businesses in the process. Kodansha has successfully expanded its readership with similar cultural events in previous years. The inclusion of popular works from magazines such as Weekly Shonen Magazine, Afternoon, and Morning in these types of booklets serves as a great motivation for both collectors and new readers. On digital platforms, the campaign aims to reach readers of all ages through special discounts and digital gift cards.
In an era where the manga industry is rapidly digitizing, the combination of a physical rose with a tangible manga booklet has created a nostalgic and warm atmosphere among fans. This event, which is expected to continue intensely until April 23, is increasing social interaction within the manga community in Japan, while also raising questions about whether other major publishers will turn toward similar cultural collaborations. If you are a manga enthusiast, this campaign offers a great opportunity to gift someone special a unique piece from the publisher of massive titles like Blue Lock, Vinland Saga, or Skip and Loafer.
