More women ditching giri-choco this Valentine's Day

Valentine's Day in Japan has long been associated with giri-choco, or obligatory chocolate given to coworkers, friends, or acquaintances. However, this year it seems like a bit of a shift is happening. A recent survey of 300 working women found that about two out of five women plan to skip obligatory chocolate entirely, and that's largely influenced by ongoing inflation and rising costs.

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Another interesting point from the survey showed that women are increasingly focusing on themselves, with chocolates bought for personal reward or self-care twice as common as those given to romantic partners. It seems Valentine's Day in Japan is evolving from an obligation-driven tradition into a day for personal enjoyment, and I think that's a lovely thing!