Why is Father's Day "Overlooked"? ── The Current State of Family and Society Reflected in "The Forgotten Father's Day" from Guadeloupe

1 Introduction──The Question "When is Father's Day again?"

"Come to think of it, I might have forgotten Father's Day this year"—scrolling through social media timelines in mid-June, you can find many such musings. The Guadeloupe daily newspaper France-Antilles explored this "air" phenomenon in an article titled "La fête des pères, fête oubliée? (Father's Day, the forgotten holiday?)". The article points out that "every year, while Mother's Day is celebrated with much fanfare, there are hardly any shop windows or advertisements for Father's Day."franceguyane.fr

In Japan, too, although many people know "Father's Day is the third Sunday of June," not many actually do anything about it. Behind this lies a complex interplay of post-war French family policies, gender perspectives, and even the advertising industry's intentions.

2 A Turning Point in History—Mother's Day 1950, Father's Day 1952

According to the article, the French government's official recognition of Mother's Day in 1950 was backed by "post-war reconstruction and encouragement of high birth rates." While schools, media, and politics collectively fostered an atmosphere of celebrating the "ideal mother," Father's Day in 1952 was merely a privately initiated event launched by the tin lighter manufacturer "Flaminaire" for promotional purposes. The difference in starting points between a national project and a corporate campaign has directly translated into their current disparity in presence.franceguyane.fr

In contrast, in Japan, Father's Day, which originated from America, was introduced in 1955 and became popular in the 1980s when department stores and the advertising industry saw it as a business opportunity, but it has not achieved the same level of penetration as Mother's Day.

3 The Fate of Being a "Hard-to-Sell Holiday"

There are also significant marketing challenges. The article notes that while Mother's Day has the "classics" like bouquets, sweets, and jewelry, Father's Day is typically associated with "safe ties" or "electric shavers," lacking in symbolism.franceguyane.fr

Analyzing social media, in the reply section of a post shared by the official Guadeloupe Twitter (X) account,

"It's just 'toolset' ads again. Can't there be a bit more romance?"
— @gwada-mom (June 13)x.com

Such voices are also heard. On Instagram, posts with handmade cards and family photos tagged with "#FeteDesPeres" and "#PapaEnOr" have increased by about 1.4 times compared to the previous year, indicating that "thoughts over money" is the trend.instagram.com

In Japan, too, from around 2024, products emphasizing "shared time," such as "experience gifts" and "kits for cooking together," have been on the rise, and the form of expressing gratitude is surely shifting from things to experiences.

4 Updating the Image of Fatherhood—The Case of Jimmy

The latter half of the article is a long interview with Jimmy Flandrina, a single father raising children aged 7 and 8. Two years after losing his wife, he balances work and parenting, stating, "Being present is more important than being perfect. Fathers should also remember to take care of themselves."franceguyane.fr

• Balancing Childcare and Housework: "After putting the kids to bed at 8 PM, it's the 'third shift.' Time to reset my mind and body with sports or movies is essential."

• Changing Views on Gender: "By 'also playing the role of a mother,' I've come to accept the femininity within myself."

• Educational Policy: "I want to convey values of dialogue over violence and that hard work pays off."

This article highlights the need for social support for care work and mental health while presenting a "new image of fatherhood." Le Monde is also set to feature "New Dads and the Reality of Household Burden Gap" in 2024, advocating for gender equality in parental leave.lemonde.fr

5 The Reinvention of Father's Day Spreading on SNS

After the article was published, the hashtag "#OnOubliePasPapa (Don't Forget Dad)" surged on Threads in Guadeloupe,

"A simple homemade breakfast is the best gift."
— @carib_kid

and other "low-cost, high-heart" ideas were shared. On Facebook, posts about setting up a home photo booth with the sentiment "If stores won't decorate, we'll do it ourselves" went viral.facebook.com

On Japan's X, the trend "#WhatToGiveForFathersDay" emerged, with children's drawings receiving more "likes" than Amazon gifts. In other words,although it may not be easily visible, the need to express gratitude to fathers certainly exists.

6 Consideration—How to Illuminate the "Invisible Father's Day"

1. Policy Support

   • In Japan, the revision of the parental leave law in 2022 increased the male take-up rate to 17.1%, but it still falls below the OECD average. The key is the transition from policy to workplace culture.

2. Corporate Storytelling

   • Services offering "things + time," such as craft experiences and DIY events themed around "father and child co-creation," are gaining attention.

3. Media Etiquette

   • Advertising creatives need to position fathers as the "protagonist" rather than a "supporting role." Discovering a symbol comparable to the "carnation effect" of Mother's Day is also a suggestion.

7 Conclusion: "Father" as a Care Resource

Could it be that Father's Day is forgotten because the substantial caregiving work fathers perform within the family is not yet sufficiently discussed? As symbolized by Jimmy's words, "Children need a father who is there rather than a perfect father," their very presence is a caregiving resource.

A small article from Guadeloupe poses a significant question to Japanese society about how to nurture the "landscape with fathers." Remembering Father's Day might be the first step.