Japanese women are rejecting the tradition that dictates that they have to give chocolate candies to their Valentine's colleagues, with growing anger over the practice of "forced giving."
Until recently, women at work had to buy chocolate candies for their male companions as part of the tradition called giri choco – literally, mandatory chocolates.
Men are expected to reciprocate on March 1
For an increasing number of people, the pressure to avoid offending by spending thousands of yen on chocolates for colleagues becomes intolerable. Some companies are already banning the practice that many workers regard as a form of abuse of power and harassment.
A study found that more than 60% of women would buy chocolate as a personal treat on February 14th. More than 56% said they would give chocolates to family members and 36% would make the same gesture to partners or crushing sites.
Keeping the right side of colleagues, however, is furthest away from their thoughts, only 35% say they plan to give men's chocolate treats to their workplace, according to a study by a Tokyo department store. "Before the ban, we had to worry about things like spending on chocolate and where we draw the chocolate candy line, it is good that we no longer have such a culture of forced donation," one of the respondents said, according to the Japan Today website.
SoraNews24, Meanwhile, reports on the recent phenomenon of gyaku choco – back chocolate – in which men give chocolates to husbands, girlfriends or future lovers.
Giving chocolate as gifts for Valentine's Day started in Japan in the mid-1950s. In a multi-million dollar market that provides some manufacturers with a significant portion of their annual sales in just a few days.
But the reaction against giri choco made some confectioners update their marketing campaigns.
to Valentine's Day last year, Belgian chocolate maker Goddie provokes a stir when she puts a newspaper on a full page, urging businessmen to encourage women not to give up dumbbells if they feel compelled to do so.
The day is a day when people communicate their true feelings rather than coordinate their relationships in the workplace, "the ad says.
While individual consumers appreciate their gifts, the Japanese collective flavor of Valentine's Chocolate accumulates as the day approaches. 19659002] Japan Airlines will hand out chocolate candy to travelers – both men and women – on all domestic and international flights on February 14, while a hot spring resort near Tokyo but nevertheless the prize for the most amazing Valentine's Fair must go to a chain of sushi restaurants, whose diners will receive raw materials of raw yellowfish, served on fodder mixed with, yes, chocolate.