# Valentine's Day in Japan: Chocolate is for the Men By Nigel Goodwin | Published 2006-02-15 | Naughty Source: Trend Hunter, https://www.trendhunter.com/trends/chocolate-for-the-men References: [news.bbc](http://news.bbc.co.uk/1/hi/business/4712542.stm) In Japan, it's the men who receive gifts of chocolate on Valentine's Day. As reported by the [BBC](https://www.trendhunter.com/trends/beaver-water): "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](https://www.trendhunter.com/trends/black-thunder), and it's big business. Senior executives receive dozens of [chocolate boxes](https://www.trendhunter.com/trends/heartshaped-chocolate-tins) 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. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 85% | Activity: 61% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Naughty](https://www.trendhunter.com/naughty) ## Key Themes ### Why This Trend Is Growing - **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. - **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. - **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. ### Industries Being Reshaped - **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. - **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. - **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. ## Related on Trend Hunter - [Artist Valentine’s Day Chocolates](https://www.trendhunter.com/trends/flower-valentines-chocolate.md) - [Video Game-Themed Chocolate Gifts](https://www.trendhunter.com/trends/nintendo-and-godiva.md) - [Romantically Themed Chocolate Products](https://www.trendhunter.com/trends/venchi-valentines-day-collection.md) - [Romantic Japanese Snack Boxes](https://www.trendhunter.com/trends/valentines-daythemed1.md) - [Pleasure Toy-Inspired Chocolates](https://www.trendhunter.com/trends/tenga-chocolates.md) - [Collaborative Chocolate Brand Donuts](https://www.trendhunter.com/trends/mister-donut-x-godiva-donuts.md) - [Chocolate Valentine's Coffees](https://www.trendhunter.com/trends/starbucks-coffee-japan-1.md) - [Romantic Branded Cafe Products](https://www.trendhunter.com/trends/starbucks-japan-valentines-day-collection.md) - [Video Game-Themed Chocolates](https://www.trendhunter.com/trends/slime-valentines-day-chocolates.md)