Valentine's Day Rules...

...if you're a male in Japan.

In an intriguing twist on proceedings, the commercialism of Valentine's Day decreed that girls present boys with gifts on this wondrous of occassions.

There's very little actual sentiment or romantic indications surrounding the festival, but millions upon millions of yen are spent on gifts. 本命 (hon-mei) chocolate is given to loved ones, or to people you have a crush on. Even stronger, 手作り (te-tsukuri) is hand-made chocolate. The market is phenomenal; shops have shelves and shelves of cooking equipment set up weeks before.

However, rather funny is the third type of chocolate given. ぎり (giri) pretty much translates as 'obligation'. This is handed to bosses, friends, class-mates and co-workers even though many people feel ripped off at having to buy many items. It really boils down to the chocolate companies making a fortune through the threat and guilt of not buying their products because everyone else is.

Fantastic marketing.

This all sounds great for men, but unfortunately there is a catch.

Exactly one month later, on the 14th March, is White Day; reversing the direction of presents. Boys have to answer to any chocolate given from admirers, as well as repay obligation chocolates. And, of course, the shops up the prices even more. Chocolate isn't actually given on this day, instead cookies or candy; the name itself originates from the marshmallows that were originally* at the fore.

So not only do men get ripped off even more than woman, but that Japan has two commercial days, instead of the typical one in the West, seems ridiculously crazy for them to still go along with it!

Happy Valentine's Day, wherever you are! x x

*I wanted to write 'tradition' but that's hardly fitting for such a recent holiday.