Japanese girls say 'Be my Valentine'
(Agencies)
Updated: 2004-02-17 09:52

February 14th is the day that roses sell out all over the world, but in Japan it's chocolates that are the gift of choice.

And if you're a guy in Japan there's no need to bother looking for something sweet for that special someone. There, the girls do the buying.

Ladies swarm department stores to buy Valentine's chocolates not just for boyfriends and husbands, but for bosses, clients and colleagues.

So-called "obligation chocolates" cost upwards of 10 dollars, but singling out a particular man costs a little extra.

"Before I got married," says Toshie Nakamura, "I put so much effort into Valentine's Day, like baking a chocolate cake. But now, it's more like a tradition I feel obligated to do."

It was back in 1958 that a chocolate company head was looking for a way to use the day to boost sales.

"I came up with the idea that women could confess their feelings to men once a year on Valentine's Day," says Mary's Chocolate Company President Kunio Hara.

"It's not a nice thing to say, but Japanese society was strongly male-dominated. It was quite rare for women to confess their love to men.

"That's changed now," he says.

Valentine's Day didn't really catch on in Japan until Morinaga, the country's biggest chocolate maker, put the full weight of its advertising machinery behind it. Then suddenly a tradition was born.

Shoppers like Yayoi Murase are surprised to find out that it's only a Japanese custom to give chocolates to men.

"I like the idea of Valentine's Day because I don't usually have a chance to express my feelings," she says.

Women get their due on March 12th -- which is also known as White Day -- when men reciprocate with gifts of white candies.

Another holiday created by, you guessed it, candy companies.

Chocolate companies say things are changing. Women are still buying chocolates, but more often for themselves.

"Obligation Chocolates" are being replaced by "Valentine for Me" gifts. Which just goes to show you can have your chocolate, and eat it too.