"Good Husband and Wife Day" is an informally celebrated holiday in Japan which takes place on November 22, because "11/22" can be pronounced "i i fu fu" in Japanese, which sounds like "ii fūfu" (良い夫婦), meaning "good husband and wife." This is a classic example of a goroawase, or Japanese number mnemonic.

On this day, husbands and wives are supposed to appreciate each other. However, in Japan, even today, cultural ideals about marriage still often place the wife in a subservient role to the husband, and thus a lot of the corporate advertising and cultural messaging around this day tends to focus on ways in which women can become better at pleasing and appreciating their husbands, rather than the other way around.

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