Japanese women are pushing against a tradition of dictates that they should give chocolates to men on Valentine's Day, with growing anger in the practice of "forced giving".
Until recently, women are expected to buy workplace chocolates for their domestic helpers as part of a tradition called giri choco – literally, chocolate obligations.
Men should reply on March 1
For a growing number of people, the pressure to avoid causing offense by spending thousands of yen in chocolates for coworkers becomes irresistible. Some companies today prohibit training, seen by many workers as a form of abuse of power and harassment.
A survey found that 60% of women instead bought chocolates as a personal treatment on February 14. More than 56% said they would give chocolate to family members, while the 36% will have the same gesture towards the partners or objects of a crush.
Nevertheless, maintaining the right side of colleagues is far beyond their minds, only 35% say they plan to give chocolate treats to men in their workplace, according to a department store's poll in Tokyo.
"Before the ban, we need to worry about things like how much each chocolate costs to spend and where we get the line to whom we give chocolates, so & # 39; We do not have this culture of forced giving, "Japan Today's website said.
SoraNews24, meanwhile, reported the recent phenomenon of gyaku choco-reverse chocolate – where men give chocolates to wives, girlfriends or prospective lovers.
Japanese commercially available chocolates as Valentine's Day gifts in the mid-1950s, I grew up in a multimillion-dollar market that provides some manufacturers with a large share of their annual sales within just a few days.
But the backlash against giri choco was prompted by some confectioners to change their marketing campaigns
In the run- up to Valentine's Day last year, the Belgian chocolatier Godiva caused a lingering run a full-page newspaper ad encourages businesses to encourage women employees not to grant giri choco if they feel they are doing it under restraint.
"Valentine's Day is a day where people are expressing their true feelings, not working relationships," says the ad.
While individual consumers are considering their gift giving options, chocolate collections of collective Valentine's of Japan are the day's approaches.
Japan Airlines will provide chocolate to passengers – men and women – with all its domestic and international flights on February 14, while a hot spring resort near Tokyo presents a bath full of steaming "chocolate water".
But the prize for Valentine's most likely gimmick should go to a chain of sushi restaurants that diners will be offered by slivers of raw yellowtail to be raised in mixed feeds, yes, chocolate.