Japanese women are pushing back towards a tradition that dictates that they must give chocolate to male colleagues on Valentine's Day, with growing anger in practice of "compulsive".
Until recently, women in the workplace were expected to buy chocolate for their male chambers as part of a tradition called giri choco – literally binding chocolate.
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For an increasing number of people are being pushed to avoid causing misdemeanor by spending thousands of yen on chocolate for colleagues, unbearable. Some companies now prohibit the practice, as many workers see as a form of abuse of power and harassment.
A survey found that more than 60% of women instead buy chocolate as a personal treat on February 14th. More than 56% said they would give chocolate to family members, while 36% would make the same move towards collaborators or the objects of falling in love.
However, keeping on the right side of colleagues was furthest from their thoughts, with only 35% saying they are planning to give out chocolate treatments to men in the workplace, according to a Tokyo department store poll.
"Before the ban, we had to worry about things like how much it is appropriate to spend on each chocolate and where we draw the line to whom we give chocolate, so it's good that we no longer have this culture of compulsive, one of the investigated office workers, according to the Japan Today website.
SoraNews24, meanwhile, reported on the recent phenomenon of gyaku choco – reverse chocolate – where men give chocolate to spouses, boyfriends or potential lovers.
Giving chocolate as Valentine's Day gifts went off commercially in Japan in the mid-1950s and grew in
But the backlash against giri choco has prompted some pastry chefs to revolutionize their marketing campaigns. much of their annual sales in just a few days.
up to Valentine's Day last year, the Belgian chocolatier Godiva caused a stir when running a full-time ad and encouraged businesses to encourage female employees not to give out giri-choco if they felt they were so heavy.
"Valentine's Day is a day when people convey their true feelings, do not coordinate relationships at work," the ad said.
While individual consumers weigh up their gift-giving options, Japanese collective Valentine's chocolate obsession gathers like today's approaches.
Japan Airlines will release chocolate to passengers – man and woman – for their entire domestic and international flight on February 14, while a hot spring resort near Tokyo has revealed a bath filled with steaming "chocolate water".
But the price of the most unlikely valentine's gimmick must go to a chain of sushi restaurants if you want to be offered slivers of raw yellow jelly raised on feed mixed with, yes chocolate.