In Japan, it's the men who receive gifts of chocolate on Valentine's Day. As reported by the BBC:
"In Japan, things are different. Women are supposed to give chocolate to the men in their lives - boyfriends, co-workers but especially their bosses. The Japanese call it Giri choco, or obligation chocolate, and it's big business. Senior executives receive dozens of chocolate boxes from their female staff, which they often take home and feed to their families and children."
Interestingly, the tradition was started by Japan's leading chocolate manufacturer 40 years ago. Talk about creating your own market.
Valentine's Day in Japan: Chocolate is for the Men
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Valentine's Day In Japan: Chocolate Is For The Men
By: Nigel Goodwin - Published: Feb 15, 2006 • References: news.bbc