Ah, Valentine’s Day. That most romantic of times is just around the corner. That means roses and chocolates, right?

Wrong. Guys, take note. If you get a whole lot of chocolates from women in your office on Valentine’s Day, don’t get the wrong idea. They don’t all love you. They might not even like you. It’s probably “giri-choco” (obligation chocolate) that bemuses foreign media each year at this time.

Love has very little to do with Valentine’s Day in Japan. So who took the love out of the day?

The confectionery companies, of course. An outfit called Mary Chocolate claims to have got the ball rolling back in 1958, which is the first time, according to the company, chocolate was sold in Japan for Valentine’s Day. The gifts were promoted as “lover’s day” treats at a counter in Isetan department store in Shinjuku. But marketers quickly realized that Japanese men did not have a tradition of giving chocolates to their sweethearts, so they hit upon the idea of promoting the day as an occasion when women could give chocolates to the men in their life.

But then they took it a step further. Since each customer buying chocolates for one boyfriend or husband wouldn’t result in many sales, they packaged Valentine’s Day as a way to show appreciation for all the men in a girl’s life, including male coworkers. Nowadays, it’s not unusual for some women to buy a small chocolate for each guy in her office. However, love hasn’t been completely abandoned on Valentine’s Day. Besides “giri-choco,” there is “honmei-choco” for the real thing.

How popular is the custom, anyway? In 2010, Tokyo-based online researcher Macromill polled working women on their attitudes toward giving chocolates. Of the 515 responses from Japanese women aged 20-39, 78% said they always buy chocolates for Valentine’s Day. Of them, 71% give chocolates to their husbands and/or boyfriends, 48% to their bosses, 44% to male family members and 37% to coworkers. The two most common reasons for continuing the custom of “giri-choco” were: “It contributes to smooth communication in the workplace” and “It will get me a better evaluation at the company.”

However, department stores report that in recent years, there has been an increasing number of women who buy expensive chocolates for themselves, rather than for men.

Now, lest you think all this is unfair for women, the marketing gurus, in all their wisdom, then came up with White Day on March 14 — meant to be an occasion when men reciprocate with something sweet. The origins of White Day are also open to debate, but the custom can be traced back to 1965, when it was introduced by a marshmallow manufacturing company to drive up sales of its sugary product. By the 1980s, white chocolates replaced marshmallows as the preferred gift, but since then, candy, flowers—even underwear—have become popular presents. Whatever the item, it is known in Japanese as “sanbai-gaeshi” (triple value) because it is supposed to be three times greater than the value of the chocolates the guy got on Valentine’s Day.

Whether it is “giri-choco or “honmei-choco,” Valentine’s Day is big business in Japan. According to the Chocolate & Cocoa Association of Japan, of the 406 billion in annual sales of chocolate in 2010, approximately 53% comes during the month leading up to Feb 14. It is not unusual for confectionery companies to spend the bulk of their yearly marketing budget on Valentine’s Day.

Just as they do with Halloween and Christmas, retailers begin their Valentine’s merchandising campaigns well in advance, often in mid-January. From Feb 1 and even earlier, department stores, supermarkets and convenience stores set up huge red displays full of goodies. Takashimaya department store in Nihonbashi, for example, dedicates an entire floor to gift chocolates. The stores predictably give their campaigns French names names like “Amour du Chocolat!” or “Mont d’Amour.”
 
In recent years, the European brands have conquered Japan. During their campaigns, department stores often bring the chocolate makers from Europe to be on hand to talk with shoppers and give chocolate-making demonstrations.