On February 14, the nation's female workers are expected to give "giri choco" or binding chocolate to their male counterparts. Women are also expected to buy heart-filled chocolate, "honmei choco", for their hugs or loved ones.
But this year, women call time for economic drainage practice.
Only 35% planned to offer chocolate to their male counterparts.
A Blessing for Chocolate Manufacturers
The raised West version of February 14, when men usually buy their dear flowers and chocolates and take them out for dinner.
In the 1980s, chocolate companies tried to correct the chocolate buying balance. White Day was introduced on March 14 as a date for men to return favor – though Kingston says women often ended up giving more chocolate than they received.
Both dates proved to be a blessing to the chocolate industry.
Banning giri choco
On Saturday Saturday, the Revolutionary Alliance of Unopopular People (RAUP) discovered its 12th annual protest against "romantic capitalism" in Tokyo.
"We are against companies that take advantage of events such as Valentine's Day to push excessive consumer culture and guilt-hikers who are not in relationships," said Takeshi Akimoto, a member of the small fringe group, consisting of nine students and workers.
One of the group's complaints is that Valentine's Day chocolates in the workplace can make some employees feel their value is determined by how much confectionery they receive.
There is a feeling shared by others over Japan. Some companies have now banned "giri choco", saying it causes problems if colleagues compare prices for chocolate or mark those who do not receive any sweets.
"If the popular men get all the chocolate, all the other workers would fall," explains Kukhee Choo, a researcher at Sophia University in Tokyo. "It would affect the company's atmosphere."
From & # 39; giri choco & # 39; to & # 39; tomo choco & # 39;
The number of people without a Valentine in Japan is also growing.
As a result, even the practice of giving hearty chocolates could take a fight. Erico Mori, a Japanese food writer based in Paris, says that a new trend arises as a result: giving friendship chocolate, or "tomo choco".
While Choo says this trend is positive in some ways, moving away from patriarchal practice, to chocolate companies, it represents only a shift in marketing.
"It's a commercial practice that is repackaged so that (businesses) can still maintain its chocolate sales," Choo says.