This article explores the cultural differences between Japan and the West in terms of how men and women express affection. In Japan, men typically show affection through small gestures such as buying gifts or taking out on dates, while women typically take care of their boyfriends and offer compliments. Different terms are used to refer to girlfriends in Japanese, including kareshi (boyfriend) and koibito (sweetheart). Physical displays of affection tend to be more subtle compared with those seen in western countries.