Standing in front of a giant heart made of pink tulips, businessman Yoshiharu Nishiguchi tells his wife — along with a bank of TV cameras and curious bystanders — that he is utterly devoted to her.
"Rieko, I love you!" he screams, before yielding the spotlight to the next nervous husband.
"Miwa!" the man belts out, "I love you!"
Even by the sometimes wacky standards of Japanese modern culture, this is one of the stranger rituals to emerge in recent years: the annual love-your-wife shout-out.