قالب وردپرس درنا توس
Home / Business / Valentine's Day: Why Japanese women rebel against patriarchal tradition

Valentine's Day: Why Japanese women rebel against patriarchal tradition



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.

"Valentine's Day (in Japan) was turned up and down to become a symbol of the Japanese Patriarch," said Jeff Kingston, an expert at Japan at Temple University in Tokyo.

But this year, women call time for economic drainage practice.

A recent study from a Tokyo department store found about 60% of women would instead buy chocolate for themselves on Valentine's Day.

Only 35% planned to offer chocolate to their male counterparts.

A Blessing for Chocolate Manufacturers

Japan began celebrating Valentine's Day in 1
958, after the Japanese pastry business Mary Chocolate ran a campaign suggesting women give men chocolate.

The raised West version of February 14, when men usually buy their dear flowers and chocolates and take them out for dinner.

  Japanese chocolatier Miya Fujimoto. ]

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.

Valentine's Day now stands for a quarter of Japan's annual chocolate sales, according to the Nagoya International Center.
And there's a lot of chocolate. Japan consumes $ 5.39 billion of sweet things in 2017, according to a report published by Mordor Intelligence – more than far more populated China or India.

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.

  RAUP gathered to shout anti-Valentine's day trail in Tokyo, Japan.

]

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.

In 2015, a record 23% of men and 14% of women were unmarried after 50 years, according to the National Institute of Population and Social Security Research.

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.


Source link