Let's quit

Though some chocolate companies have recently tapped into the already existing tradition of obligatory chocolates, other companies are telling the Japanese people they should do away with the tradition.

In 2018 the chocolate company Godiva posted an ad in the Nihon Keizai Shimbun stating that Japanese should stop giving obligatory chocolates. It says that it is mentally draining for women every year to think of who to give obligatory chocolates to, and then also having to buy them. Godiva sees the sense of obligation these women feel as a bad thing, and wants them to feel like it is okay not to give obligatory chocolates. Godiva urged companies to tell their female workforce not to participate if they felt any pressure to do so. However, Yuraku Confectionery Company posted a tweet in reaction to Godiva’s ad saying they will keep supporting the tradition of obligatory chocolates as a chance to show appreciation. It is interesting to note that Yuraku Confectionery Company is the one who started selling obligatory chocolate boxes this year.

Giri choco is cause for a lot of debate. Its origins are unclear and have hardly been researched. But it is an important aspect when talking about Japanese Valentine’s Day. Personally, I believe that obligatory chocolates are a burden on both women and men in Japan. However, it shows us something about customs and relationships in Japan. With the current discussion going on between Yuraku Confectionery Company and Godiva it will be interesting to see what the future holds for this tradition.