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
Valentine's Day In Japan: Chocolate Is For The Men
Trend Themes
1. Obligation Chocolate - The tradition of Giri choco in Japan presents an opportunity for companies to create unique products and marketing campaigns centered around obligation chocolate.
2. Female-directed Gifts - The practice of women gifting chocolate to men on Valentine's Day in Japan opens up possibilities for industries to cater to this specific consumer behavior and develop relevant products.
3. Corporate Gift Culture - The tradition of giving chocolate to bosses in Japan on Valentine's Day highlights a potential market for companies that specialize in corporate gifts or personalized promotions.
Industry Implications
1. Chocolate Manufacturing - The Japanese chocolate market could capitalize on the Giri choco tradition by expanding product lines and offering special Valentine's Day chocolate sets.
2. Gift Retail - The practice of women giving chocolate as gifts to men in Japan presents an opportunity for gift retailers to curate Valentine's Day product collections tailored for this cultural tradition.
3. Marketing and Advertising - Brands and agencies can take advantage of the Giri choco phenomenon in Japan by developing ad campaigns that tap into the cultural significance of obligation chocolate.