There are several ways that Valentine's Day is unique in Japan. The first is that on February 14th only women give presents, namely chocolate. Valentine's Day is not a day for men to give gifts to women.
A second unique feature is that many of the gifts are, literally, "obligation chocolate" (giri-choko 義理チョコ). Giri is a concept that means something like obligation, duty, loyalty to those who have helped you along the way. It is a pay-back side of a relationship characterized by reciprocal obligation.Thus, giri-choko is given by a female to her male boss, teachers, associates, and friends to acknowledge the debt owed to them for support or camaraderie. A woman might spend around $200 in all.
On the other hand, they also give chocolate to their "true love" (honmei-choko 本命チョコ), but this is usually homemade so they can "put their love into it." It's often thought of as the only day when a woman can assert herself and express her feelings to a guy.
Japanese females also give "friends chocolates" (tomo choco 友チョコ) to enjoy together with friends.
A new trend in the increasingly unmarrying Japanese society is chocolates bought or made just for oneself (jibun choco 自分チョコ) to indulge on one's own. According to a recent survey, girls and women spent the most money in this category!
When it gets close to Valentine's Day you find women in department stores fighting to buy giri-choko, but also to buy beautiful boxes to put their honmei-choko in. (Remember, in Japan, chocolates shouldn't be jumbled together but put neatly in little separate compartments and papers).
Reciprocal obligation is the engine that keeps Japanese society intact and moving, so of course, there has to be a day for the men to return the favor. (Coming up next month!)
by Diana Rowland
Author of Japanese Business: Rules of Engagement
