“Chocolate?! You should have!”

Ah, Valentine’s Day has swung by for another year, and again there seems to have been some awful mix-up at the post office and none of my cards arrived on time (or at all, in fact). I thought it was just a Royal Mail thing, but the problem seems to be prevalent in Japan too.
A country not renowned for it’s Catholicism, Japan has, however, embraced Saint Valentine – the Patron Saint of marketing. However, it’s not so much love that’s in the air, but obligation…
Japan has taken the concept of Valentine’s Day and wafu-ed it up a bit (wafu means “Japanese style” in Japanese). Guys, if you have had a hard time living up to your partner’s Valentine’s Day expectations (maybe your flowers weren’t dazzling enough, or the restaurant wasn’t fancy enough, or the weather in Rome wasn’t sunny enough), then come over to Japan, where the shoe is firmly on the other foot – well, for a month, at least.
February 14th is the day in the year when Japanese women show the men in their lives just how much they care, while the guys put their feet up and wait for the gifts to roll in. Chocolate is the customary gift, but it’s not only for your husband, partner or even that special someone you haven’t plucked up the courage to ask out yet… there is a special kind of chocolate for your boss and male co-workers, too.
Yes, Japan has successfully marketed the “giri-choco” or “obligation chocolate.” The giri-choco is big business here, and boxes can be found in all kinds of shops, all with “obligation chocolate” emblazoned on the front. Company Chiefs will receive dozens of boxes from female colleagues, which are then taken home and shared amongst the family. The female boss, though still a rarity in Japan, can provide a bit of a dilemma for male employees…
The exchanging of gifts is a crucial element in strengthening social relationships in Japan, and it is a very important part of one’s working life. O-miyage (the “honourable souvenir”) is used to keep maintain good working relations, so should you take a trip anywhere during company time, be sure to bring back a generous box of speciality cakes or treats from wherever you went for your colleagues to share. Shops specializing in o-miyage can be found at airports and train stations, so you needn’t go out of your way in order to meet your obligation.
The chaps don’t have it all their own way, however. Men must keep track of all women they have received chocolate from and return the favour on White Day, March 14th (a fried slice of marketing genius, I think you’ll agree). Originally known as Marshmallow Day, where the gift of choice was, you guessed it, marshmallow, chocolate manufacturers got in on the act and white chocolate is now the accepted gift (marshmallows and lingerie are also ok, but perhaps not together). Be careful though, you have to give chocolate to everyone who gave you chocolate in February, not just those whose feelings you reciprocate…