In the US, Valentine's Day celebrations are generally geared towards couples, with a slight bias towards women when it comes to the marketing of chocolates, flowers and other gifts - a bias that is meant to have women encourage men to buy gifts for them. In Japan, things are a little different. The chocolates and other Valentine's Day items are marketed towards women, but they're marketed for them to buy and give to men, rather than the other way around. Barentain Dei calls for gifts to be given to boyfriends and husbands, as well as for giri-choco, or obligation chocolates, to be given to male bosses, coworkers, classmates and friends. About 80% of Japanese women participate in the tradition, spending an average of $20 on their most chocolate important purchase and $6 on each of their other chocolate gifts, averaging $56 per woman for a total of over $400 million countrywide on the holiday. This doesn't include additional gifts or fancy dinners.
If this all seems a bit unfair, as it is more one-sided than the US version of Valentine's, not to worry. On March 14th, the Japanese celebrate "White Day" as in reciprocation for Valentine's Day, where men buy gifts, from chocolates to expensive jewelry, as a sign of affection
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Reader Comments (Page 1 of 1)
2-14-2007 @ 3:33PM
Husband said...
I think men everywhere in the Western world are wishing this was the case. Or at least enough the case so when they realize they forgot to buy flowers their better-halves don't think they are bums.
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2-14-2007 @ 4:07PM
K said...
The giru-choco tradition is popular in Japan, Taiwan, and Korea, and actually, "White Day" began as "Marshmallow Day" in 1965, the results of the efforts of a savvy candy maker who figured out a way to level the playing field and sell candy in the process.
His idea was to call for a gesture of thanks by the men, and on March 14, men who receive chocolate on Valentine's Day return the favor and give sweet gifts -- usually with marshmallow -- to women. The holiday is called Marshmallow Day or White Day, as well, and gifts now include marshmallow, candy, chocolate, perfume, and lingerie.
I wrote about here, a year ago, when reviewing MOR Marshmallow products, which seemed a fitting gift for White Day!
http://www.spaindex.com/Shopping/MorMarshmallow.htm
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2-14-2007 @ 7:13PM
Stephanie said...
Actually, my husband and I celebrate Valentine's day the Japanese way even though we're in the U.S. We enjoy it for a few reasons (1) Flowers are a lot less expensive in March than on Feb. 14th, (2) it extends the holiday and gives March another holiday (aside from St. Pats) and (3) it gives us a chance to really focus on the other person fully. So far it's really worked out well for us.
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2-14-2007 @ 7:22PM
Kat said...
"Masrshmallow Day" huh... at least around these parts (Tohoku), the traditional okaeshi on White Day has been cookies.
Recently there has been a trend to spread the platonic love too here in Japan. "Tomo-choco," or friend chocolate given between girlfriends has become a buzzword (different from "giri-choco" in the fact that it expresses a more casual attitude of friendship rather then formal gratitude), as well as "my-choco," or chocolate for one's self.
Also I saw on the news that recent surveys show that giri-choco given to fathers and male family members is also on the rise.
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