The Japanese celebrate Valentine’s Day in a rather unique fashion. Only women give away chocolate to the men they care about on the day itself. It is not unusual for women to buy a total of 20 to 30 boxes of chocolate. Unlike in many countries however, the chocolate boom goes on until 14 March, when the men are asked to give chocolate in return.
Naturally, the approach of Valentine’s Day is something Japanese department stores and shops look forward to and promote with zeal. Large heart-shaped displays of chocolate start to grace the floors of department stores from mid-January or so.
(Source: Japan Retail News)