This article explores why Japanese people do not say "aishiteru" and what other ways they use to express love and affection. It explains that the phrase is typically reserved for those in serious relationships or marriages, or for those who have been together for a long time, which is why it is not commonly used among friends or casual acquaintances. It also discusses how the term carries more weight than simply saying "I like you" and explores other ways Japanese show their love and affection without using this phrase. Ultimately, whether saying "aishteru" is appropriate depends on the context in which it's said - so if you're unsure then it's best just to err on the side of caution!