February 14th was originally designated as the day to honor the martyr Saint Valentine. The story is that the Roman Emperor refused to grant permission to a soldier to marry his sweetheart. The Valentine Priest disagreed with the emperor and was executed. The day became known as St. Valentine's Day. In many Western countries, Valentine's Day has become a day of celebrating love, and exchanging gifts--chocolate, flowers, jewelry.

The Japanese have imported the custom of celebrating Valentine's Day, but with their own twist. Valentine's Day in Japan is focuses almost exclusively on chocolate. Over the years, Japanese confectionery companies and chocolatiers reportedly make at least half of their annual sales during this time of year.

February 14th is a day when women give to men. Chocolate is the most popular gift. There are, however, several types of Valentine's chocolate:

Honmei choco = "true feeling chocolate". This chocolate is from the heart and often given to husbands, boyfriends and crushes.

Giri choco = "obligation chocolate". Giri means obligation in Japanese and giri chocolate gifts are given to repay kindnesses from friends, colleagues, bosses, family.

Tomo choco = "friend chocolate". Tomo comes from the word "tomodachi" which means friend in Japanese. This chocolate expresses friendship.

Jibun choco = "chocolate for self". Jibun means self in Japanese. Women often feel unappreciated and find it stressful to participate on this day so they might just buy chocolates for themselves.

Gyaku choco = "reverse chocolate". This is a newer category and refers to chocolates given by men. In other words, "reverse the custom". This may happen on Valentine's Day, but more like on "White Day - March 14.

The Japanese created a second "Valentine's Day" on March 14th and call this one "White Day." Men who received Valentine's Day gifts from women are expected to give a gift back to the women – "gyaku choco". Again, this marketing idea came from a Japanese confectionery company. Needless to say, the sales on March 14th do not come close to those on February 14th!

Currently, according to some reports, more and more women are choosing to opt out of this practice. Should chocolate makers be worried? Apparently, women are still buying chocolate but for themselves and their female friends and co-workers. It is perhaps because more women feel they can challenge Japanese customs which could indicate some progress in workplace relations - an important trend that was important for former Prime Minister Shinzo Abe's "womenomics" program, which focused on breaking down the gender barriers that have kept women out of senior and influential roles. Unfortunately the program hasn't accomplished its goals.

Update: Celebrations of Valentine's Day and White Day seem to be decreasing, particularly during the Covid Pandemic. More and more people worked from home and some companies have opposed "giri choco". However, the confectioneries and chocolatiers still count on these celebrations for increased sales plus, so many people love chocolate!!!