Less Japanese Women Give "Giri Choco" on Valentine's Day

The practice of “giri choco” – the giving of so-called “obligation chocolates” by female employees to their male colleagues on Valentine’s Day – has been causing some debate in Japan in recent years. Even though women get their own day of receiving chocolates, White Day on March 14, some have called the practice forced, awkward and even intolerable. Comparing data from an annual survey by Ozmall (link in Japanese) shows that less women are planning to give out chocolates to their male colleagues on today’s Valentine’s Day than two years ago. Those who do plan to give out sweets are buying less.

Some Japanese companies have banned “giri choco” and even a chocolate maker, Belgium company Godiva, has famously condemned the practice. The data also shows that women have always preferred giving “honmei choco” – true feelings chocolates, with more than 60 percent saying they will give their partner a gift of chocolate.

Valentine’s Day chocolate giving has been a major tradition in Japan since the 1950s. The Japanese chocolate industry is making a sizable chuck of their sales leading up to Valentine’s Day. The practice of chocolate gift giving is not only popular in workplaces on Feb 14, but also in schools, among friends and as a marketing tool for companies.