A day for chocolate

February 14th is a day for chocolate, not just because its Valentine's Day, but also because it is Chocolate Day チョコレートの日. One of several anniversaries and observances that fall on February 14th annually in Japan. 

In Japan, Valentine’s Day has a unique cultural tradition: women give chocolate to men as an expression of affection, gratitude, or social courtesy. Supposedly, the company Mary Chocolate started the tradition of giving chocolates on Valentine's Day in Japan, in 1958. And by 1970 the custom had taken root nationwide.

Because chocolate is central to this custom, February 14th was chosen as the date for "Chocolate Day" to further highlight and promote chocolate. Industry figures indicate that over 20% of the country’s annual chocolate consumption happens around February 14th.