In Japan, it's women who usually give presents to men on Valentine's Day, typically chocolates.
However, CBS News correspondent Lucy Craft reports that some husbands in this traditionally reserved society are learning to express their love with their lungs.
Dozens of men climbed the stage at this "shout your love" event in a downtown Tokyo park, yelling in public what they can't seem to say, in private.
One man stepped up to the microphone in front of the crowd and screamed: "I skipped work to come here, honey! You don't know how much I care!"
For shy men who are clueless about how to express affection, instruction was even provided on how to hug their mates.
Yoshiharu Nishiguchi needs no coaching, the 30-something salesman was one of the most enthusiastic participants at the event.
A few significant others, like his wife, Rieko, were also given a chance to scream their feelings.
"I love you, Yoshiharu," she screamed!
Nishiguchi - whose father was also a loving husband - says he's not a traditional Japanese man. Instead of going out with colleagues after work, he heads straight for home.
His wife says it's a world apart from the affection-free relationship of her parents.
"My mother and father were the exact opposite of us. We had a very formal household, so it was impossible to ever say, 'I love you,'" Nishiguchi says. "Japanese are shy. We like to think that love needs no words, that's it's automatically understood. But love needs to be stated."
Together for 14 years, the shyness hasn't completely disappeared yet.
Nishiguchi says, "we're not always saying 'i love you.' but this picture says it all - how we feel about one another."
For young Japanese couples like this one, the harmony's in perfect key, even if the words "I love you" sometimes go missing.