For several years, Japanese women have expressed their disdain for the longstanding tradition of gifting chocolates to male colleagues on Valentine’s Day. Now, the younger generation is challenging another entrenched custom linked to this day of commercialized romance: the practice of one-sided gift-giving.
Traditionally, women have been expected to present gift-wrapped chocolates to men in their professional lives, particularly to senior colleagues and those they feel indebted to, a practice known as giri choco, or “obligation chocolates.” However, this tradition appears to be fading. A recent survey by Nippon Life Insurance revealed that only 12.5% of respondents planned to give chocolates to colleagues this Valentine’s Day, marking the lowest percentage on record. This is a significant drop from nearly a quarter in 2020, the year the COVID-19 pandemic began. Over 70% of those surveyed deemed the custom “unnecessary.”
Additionally, a new trend has emerged this year, with more teenage boys viewing Valentine’s Day as a chance to reciprocate gifts rather than waiting for White Day on March 14, when men are traditionally expected to return the favor. A survey reported in Weekly Playboy magazine indicated that nearly a third of middle and high school girls had received Valentine’s gifts from boys in recent years.
Hikari Asahina, president of seamint, a market research firm focused on Gen Z, noted that today’s youth are less constrained by gender stereotypes or notions of “romantic supremacy,” making Valentine’s Day a day for both genders to express their feelings.
The rising cost of cocoa beans, due to poor harvests in Ivory Coast and Ghana, has also dampened enthusiasm for giving chocolates to multiple recipients, some of whom may not be the intended romantic interest. According to Intage, a market research company, the average price of a chocolate bar has increased from just under ¥100 (65 cents) before tax in 2022 to ¥150 today. The firm anticipates that ongoing price increases will lead consumers to cut back on “obligatory” chocolates.
This year, consumers spent an average of ¥3,818 ($25) on Valentine’s Day treats, down from ¥4,008 the previous year. The Mainichi Shimbun reported that supermarkets have become the preferred shopping venues for Valentine’s chocolates, overtaking more expensive department stores. A poll by Nippon Information found that 31% of women planned to buy chocolates from supermarkets, while 29% opted for department stores, and 21% intended to make their own.
This shift may be attributed to rising food and daily necessity prices, leading to increased demand for supermarkets, where Valentine’s Day products are often more affordable.
