Related News
Japanese women buy Valentine chocolates
Print Edition
Japanese women flocked to department stores yesterday to buy Valentine’s Day chocolates for all the men in their lives, but more of them this year are dispensing with tradition and treating themselves or their friends.
In much of the West, February 14 is a day when men can sink or swim on their ability to make impressive dinner plans or buy a suitable bunch of flowers.
But in Japan it is the women who make the running, buying “honmei” (true love) chocolates for the husband or lover, and “giri” (obligation) treats for colleagues and bosses.
The custom stretches back to the late 1950s when a firm called Mary Chocolate began advertising Valentine’s Day as “the only day of the year a woman professes her love through presenting chocolate.”
Sayaka Aizawa, a 29-year-old housewife shopping for sweets at the Matsuzakaya department store in Tokyo, was unaware other countries celebrated the day differently.
“I have never thought of it. I thought women were supposed to give chocolate. I wish I were receiving them, but it’s not happening in Japan,” she said.
While chocolate-buying boyfriends and husbands remained few yesterday, not all the confectionery was intended for men. “There are many women customers buying chocolate for themselves or for their female friends this year,” said store employee Chiyuki Daido.
These increasingly popular “tomo” (friend) chocolates are the industry’s attempt to squeeze more cash out of a shrinking population.
And while there is no campaign advocating splashing out on a box for personal consumption, some women said they would be giving into temptation.
“I want to buy one for myself if I can find a good one,” said Emi Kosaka, a 37-year-old corporate executive.
But lest any male think he’s got away with it too easily, today marks the beginning of the countdown to White Day on March 14th when men have to buy gifts for all the women in their lives.
“I know this is unique to Japan,” said Kosaka. “But it’s okay with me. This is a chance to buy a lot of chocolate.”
- About Us
- |
- Terms of Use
- |
-
RSS - |
- Privacy Policy
- |
- Contact Us
- |
- Shanghai Call Center: 962288
- |
- Tip-off hotline: 52920043
- 沪ICP证：沪ICP备05050403号-1
- |
- 互联网新闻信息服务许可证：31120180004
- |
- 网络视听许可证：0909346
- |
- 广播电视节目制作许可证：沪字第354号
- |
- 增值电信业务经营许可证：沪B2-20120012
Copyright © 1999- Shanghai Daily. All rights reserved.Preferably viewed with Internet Explorer 8 or newer browsers.
