Jibun-choco – chocolate that women buy as a treat for themselves

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In 1931, Russian immigrant Fedor Dmitrievich founded Morozoff, a confectionary company based in Kobe. In 1936, the company advertised fancy chocolates as Valentine’s gifts and in so doing, Introduced the concept of Valentine’s Day to Japan. After World War II, Japanese department stores picked up on the idea of marketing chocolates as Valentine’s gifts and the practice of giving chocolates became firmly established. This was a time when it wasn’t socially acceptable for Japanese women to express their romantic feelings to men. Kokuhaku, the act of confessing one’s feelings, was a male privilege. The giving of chocolates on Valentine’s Day gave women an acceptable way to express their feelings and helped to change social norms in Japan.

Women remain the principal gift-givers on Valentine’s Day itself and give chocolates to men but not only as romantic gestures. Women are expected to give chocolates to all the significant men in their lives and the chocolates they give vary according to the nature of the recipient:


giri choco valentine's day
Giri-choco – a gift for male friends, family members or work colleagues. Giri-choco means “obligation chocolate “. It is seen as an expression of gratitude.

Honmei-choco – often handmade treats that are given as romantic gestures to significant others.



Tomo-choco – expensive and/or elaborate chocolate creations gifted between women.

Gyaku-choco – “reverse chocolate” given to women by men, but this is uncommon as men are expected guatemala mobile database to reciprocate Valentine’s gifts with mehonmei choco one month later, on White Day.

What does White Day mean in Japan?
White Day is celebrated on March 14 and wasn’t established until the 1980s. It was the brainchild of the Japanese confectionary industry which campaigned for a “reply day” for men to reciprocate the gifts of chocolate they had received from women. The day was so named because white is associated with innocent love in Japanese culture.

On White Day, men are expected to proffer gifts that boast two or three times the value of those they received on Valentine’s day. Giving only the equivalent of what they have received is thought to be a sign that they wish to end the relationship. The failure to return a gift at all is seen as an act of disdain.