Valentine Day

On Valentine's Day, Japanese women give chocolate to men. Men give gifts to women on March 14th called White Day. This tradition started as a marketing tool for chocolate companies in Japan. Japanese women are encouraged to express love to men by giving chocolate and other gifts on February 14th.

Grocery stores, department stores, and convenience stores sell many different kinds of domestic and imported chocolate. More than half of the chocolate sold in a year is sold around Valentine's Day in Japan. Women buy chocolate for their co-workers, bosses, male friends, brothers, father, husband, boyfriends, and so on.

Chocolate given to men whom women don't feel special love are called "giri (obligation)-choco (chocolate)" in Japanese. Chocolate given to co-workers and bosses are usually considered as giri-choco.