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On Valentine's Day, it's common for Japanese women to give chocolate to men. Men give various gifts to women on March 14th called White Day. This tradition started as a marketing tool for chocolate companies in Japan. Japanese women are encouraged to express love to men by giving chocolate and other gifts on February 14th.

Grocery stores, department stores, and convenience stores sell many different kinds of domestic and imported chocolate. More than half of the chocolate sold in a year is sold around Valentine's Day in Japan. Women buy chocolate for their co-workers, bosses, male friends, brothers, father, husband, boyfriends, and so on.
Chocolates given to men whom women don't feel special love are called "giri (obligation)-choco (chocolate)" in Japan. Chocolate given to co-workers and bosses are usually considered as giri-choco. Many men feel embarrassed if they don't receive any chocolate on Valentine's Day. Women usually make sure to give giri-choco to men around them so that they don't feel left out.
Women tend to give special gifts, such as neckties and clothes with chocolates to those men whom they love. Chocolates given to a special man from a woman is called "honmei (prospective winner)-choco." Honmei-choco is more expensive than giri-choco and is sometimes homemade. It's lucky if a man could receive a honmei-choco. In recent years, many Japanese young women exchange chocolate gifts with their female friends. These chocolates are called "tomo (friend) choco."

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