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Shoppers crowd a floor full of chocolate retail counters during a Valentine's Day campaign in Mitsukoshi department store in Tokyo's Ginza district, on Monday. Image: Japan Today
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More Japanese women buying Valentine's Day chocolates for themselves

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Then don't buy, it's commercialism.

12 ( +31 / -19 )

First sentence: The number of women who plan to buy Valentine's Day chocolates for themselves in Japan is over threefold more than those giving the treats to their sweethearts.

The largest cohort at 44.7 percent said they would buy chocolates for their families

21.7 percent of women said they plan to purchase chocolates for themselves

The first sentence of this article is cleverly written to give the mistaken impression that Japanese women are purchasing fewer chocolates for others than themselves.

However, the actual data shows that 44.7% of women purchase for others and 21.3% purchase for themselves.

17 ( +20 / -3 )

What is the movie and song they play while eating those chocolates?

Bridget Jones's Diary?

https://www.youtube.com/watch?v=t8iTZm8-mbA

-4 ( +13 / -17 )

Non sense.

What about love to get dates ?

That was my objective when single.

Chocolate is just a means, with so many others.

-12 ( +7 / -19 )

Honey, if you are listening, Yoku Moku works for me.

-1 ( +4 / -5 )

She is buying chocolates for herself, with his salary.

9 ( +29 / -20 )

I bet she’d doing something else for herself too.

12 ( +19 / -7 )

I suspect that it is because of Miley Cyrus song called Flower. They believe they can love themselves better than men can.

-5 ( +13 / -18 )

Eating too much sweets can be harmful. Watch your blood sugar levels.

4 ( +14 / -10 )

I love chocolate. Dark chocolate is rich in minerals, such as iron, magnesium, and zinc. it can have various health benefits, including reducing inflammation and decreasing the risk of heart disease.

https://www.medicalnewstoday.com/articles/dark-chocolate

14 ( +18 / -4 )

When it comes to Valentines Day Japan has some of the best quality decadent chocolates around, can’t stop eating them.

5 ( +15 / -10 )

Better to buy for themselves than feel obliged to buy for every male they know personally.

11 ( +15 / -4 )

Selfish.

-16 ( +9 / -25 )

Women buy chocolates on Valentine’s Day for guys, and then the men reciprocate by buying them a Louis Vuitton handbag on White Day.

3 ( +12 / -9 )

Great for them. Everyone needs to treat themselves every once in a while. It doesn't need to be chocolates. Just something to pamper themselves. Me personally, I just prefer anything from my family; even an evening together over a movie or something.

12 ( +16 / -4 )

When it comes to Valentines Day Japan has some of the best quality decadent chocolates around, can’t stop eating them.

So what? Nothing wrong with endulging every once in a while. Great for them.

10 ( +16 / -6 )

We prefer dark chocolate with a high cocoa content. We try to source brands not using child labor to collect the cocoa beans.

0 ( +9 / -9 )

And the chocolate makers are promoting it like this article and loving it, LOL

3 ( +5 / -2 )

Well, the thought of buying one’s own valentine chocolate is sad. I wish there were more romance in Japanese peoples’ lives.

0 ( +8 / -8 )

I think there is something deeply and profoundly sad about this kind of phenomenon. Not necessarily because they are treating themselves, but because it demonstrates the extent to which Japan is becoming a loveless society.

From childhood, we are essentially telling women,

"Yeh go girl, you can do literally anything the boys can!"

"Be a girlboss - work your way up the corporate ladder so you can be independent from men and self-sufficient!"

So girls buy into this idea, they study hard in school, get into office work, and grind for ten years from about age 23 to 33. But then around that age the reality sets in - they've firmly established a career and an income but many of them have no meaningful relationships with men. Their fertility is starting to decline. They've essentially traded the boundless joy of starting a family and having kids so they can send emails and build PowerPoint presentations for a living. And no matter how much wine they drink, no matter how much chocolate they eat, no matter how many cats they adopt, they are missing a chance that will disappear rather soon. So the panic and depression begin.

On one hand, we should reject the foul idea that the sole value of a woman's existence is to be a baby making machine. Women can and should contribute much good to the world outside of that. But is it any better if women live their life as work drones, slaving away as mere cogs in a corporate engine?

I think the Japanese especially really need to consider how their perspectives of work and productivity negatively affect women, forcing them to choose between a career or a family.

-7 ( +10 / -17 )

Love the Japanese system. Women give first and then a month later men. Give nothing get nothing. Love it.

-4 ( +9 / -13 )

Two big problems with chocolate, cost of cocoa way UP and all this independent research that's identified heavy metals in so MANY consumer chocolate products. Scary!

-7 ( +0 / -7 )

Valentine's Day has sadly become another victim of the capitalist system, where people are expected to get or give chocolates, go on dates and buy stuff to convey one's love that is just for show. Ladies, good on you for being your own hero and source of happiness.

1 ( +7 / -6 )

Just get rid of the entire “holiday.”

No good comes from it.

-12 ( +3 / -15 )

They’re wising up.

One Japanese office lady I know bought her boss a very nic and expensive chocolate. When White Day came around, she was really looking forward to her return gift. It was a beautifully wrapped box with ribbon. A scarf, perhaps? No. It was a pair of very sexy and lacy red and white panties. She wasn’t very happy about it.

6 ( +11 / -5 )

If commercialism aka brainwashing can move a country like this for Valentines, and other money making holidays, just think how the government uses the same ploy to lead people to further their own agenda.

2 ( +7 / -5 )

buy chocolate selfishly, with their husband's credit card.

typical tatemae Japanese couple. (love = money)

-16 ( +8 / -24 )

Great..

If they are happy buying and eat chocolates, good for them..

They are happier than the people judging and criticize them..

Live and let live..

3 ( +6 / -3 )

Why only buy chocolate on Valentine's Day? Nothing wrong with buying yourself a little treat all year round. It's more expensive on Valentine's Day. Take this day off. Eat some pizza.

7 ( +7 / -0 )

Also, comments complaining about the women using their husband's money are a little rude. There are women out there in Japanese society that work and have their own money.

12 ( +17 / -5 )

It's their reality. They don't seem to be attracted to the local men.

I still remember one of my 1st cultural shocks in Japan: going out in a busy shopping area and barely seeing any couples, let alone couples holding hands. Instead, hundreds of very beautiful, slender, very well dressed girls shopping, going to the karaoke with their girl friends. You watch from above and see 1 or 2 couples among dozens of groups of girls enjoying themselves.

4 ( +7 / -3 )

So many people here complaining about people just eating chocolate.

She is buying chocolates for herself, with his salary.

How do you know they don't have their own income?

17 ( +18 / -1 )

I don't like chocolate so I buy chocolate for my wife and daughters on Valentines day as well as make them their favorite dinner.

8 ( +9 / -1 )

I love chocolate. Dark chocolate is rich in minerals, such as iron, magnesium, and zinc. it can have various health benefits, including reducing inflammation and decreasing the risk of heart disease.

Add milk and suddenly it's not rich in minerals, such as iron, magnesium, and zinc?

-2 ( +3 / -5 )

Women are also spending more on chocolates despite price hikes hitting daily goods and tightening their purse strings, with the average budget surging 34.0 percent to 5,024 yen.

The amount spent for chocolates for sweethearts and those for themselves also increased from the previous year to 3,222 yen and 1,766 yen, respectively, it said.

Well, wouldn't they be spending more on those chocolates precisely* *because the price hikes are making them more expensive?

0 ( +2 / -2 )

The majority of working women, meanwhile, are reluctant about following the tradition of giving giri ("obligatory") chocolates to male coworkers, with 82.2 percent of the 370 respondents saying they do not want to give such chocolates.

Not surprising especially when it comes to younger OL's having to give chocos to the company ossans .

1 ( +3 / -2 )

Nothing wrong with it. You want chocolate? Get some chocolate ladies. Or anyone for that matter

9 ( +10 / -1 )

In perfect correlation with the increasing number of women with a double chin.

-3 ( +5 / -8 )

Ramsey's KitchenToday  11:12 am JST

*Women are also spending more on chocolates despite price hikes hitting daily goods and tightening their purse strings, with the *average budget surging 34.0 percent to 5,024 yen.

*But T***rue inflation's only 2% or 3% as the Govt. says so!**

1 ( +3 / -2 )

I like a small amount of chocolate after dinner with my fresh fruit.

1 ( +7 / -6 )

Call me romantically "old-fashioned" if you will, but I still buy her favorite chocolate, along with roses and a candlelit dinner on V-Day. That White-Day might work for others - doesn't for me!

7 ( +8 / -1 )

What the point of this silly article really?

To say that it’s very easy to make Japanese believe anything (the chocolate given by women during valentine thing), from greedy people totally willing to sell overpriced low quality chocolate?

-4 ( +3 / -7 )

I like a small amount of chocolate after dinner with my fresh fruit.

The sounds horrible. A waste of good fruit.

-8 ( +4 / -12 )

after living so many years in Japan, i still cant get used to this practice...maybe i am too old to celebrate valentines day

1 ( +5 / -4 )

Great news for Japanese men: They don't have to get anything for women on White's Day either.

Japanese men can use that money on themselves.

-1 ( +6 / -7 )

One would think this headline to be obvious with all the articles on declining population. Why would self pleasure and satisfaction be limited to one aspect of relationships?

4 ( +5 / -1 )

The name should be changed from "Valentie's Day" to "Neurosis Day".

-2 ( +2 / -4 )

I guess I'm old fashioned but it would be nice to have one day of the year that celebrates romance and not phase it out to make room for a day that celebrates commercial products like chocolate and cakes.

While I do like chocolate, especially those Lindor fondant ones or the Asda chunky fruit and nut bars you can buy in Japan at Seiyu, I would say romance has added more value to my life than chocolate. If I have regrets, it is for missing opportunities for more romance, not eating more chocolate.

7 ( +7 / -0 )

One Japanese office lady I know bought her boss a very nic and expensive chocolate. When White Day came around, she was really looking forward to her return gift. It was a beautifully wrapped box with ribbon. A scarf, perhaps? No. It was a pair of very sexy and lacy red and white panties. She wasn’t very happy about it.

Holly crap, back home she would probably sue the company / boss over this. Guess she is not buying expensive chocos for her boss anymore?

2 ( +3 / -1 )

Elvis is here

I like a small amount of chocolate after dinner with my fresh fruit.

> The sounds horrible. A waste of good fruit.

Jumping in once again. Many chocolates contain fruit. The cocoa seeds used in chocolate are also considered a fruit.

Some commercial chocolate contains fruit and nuts.

Dark chocolate, with its rich, intense, and slightly bitter taste, pairs beautifully with several fruits.

https://www.whitakerschocolates.com/blog/what-fruit-goes-with-chocolate-dark-milk-and-white/#:~:text=Dark%20chocolate%2C%20with%20its%20rich,out%20its%20depth%20of%20flavour.

2 ( +7 / -5 )

Call me romantically "old-fashioned" if you will, but I still buy her favorite chocolate, along with roses and a candlelit dinner on V-Day. That White-Day might work for others - doesn't for me!

U da man. I agree with you dude. Chocolate, flowers/ perfume and a nice dinner on V-Day are a way to go. I don't do the White Day thing either. Stay classy bud.

2 ( +4 / -2 )

Sometimes I make chocolate-covered strawberries with a slight drop of brandy.

"Prosecco, Champagne, Vodka, Rum, White wine, Red wine or Rosé work really well with strawberries. Coating them in chocolate locks in their sweet syrup, which mixes with the flavours of alcohol in every bite!"

https://cafedelites.com/drunken-chocolate-covered-strawberries/#:~:text=Prosecco%2C%20Champagne%2C%20Vodka%2C%20Rum,of%20alcohol%20in%20every%20bite!

2 ( +7 / -5 )

I don't blame them. Most Japanese men would rather give each other kachos and watch baseball.

2 ( +6 / -4 )

My wife won't have to...

1 ( +2 / -1 )

So does this mean the end of one of the classic anime tropes? What will happen to those high school comedies/dramas when February comes around and they can't show the horror of a clumsy girl forcing herself to learn how to make chocolate for the boy she loves?

2 ( +2 / -0 )

stormcrow Today 09:29 am JST

One Japanese office lady I know bought her boss a very nic and expensive chocolate. When White Day came around, she was really looking forward to her return gift. It was a beautifully wrapped box with ribbon. A scarf, perhaps? No. It was a pair of very sexy and lacy red and white panties. She wasn’t very happy about it.

Hmm, me thinks this was a mix-up.

The boss being very busy and all, probably got someone else to buy the gift and he probably didn't even check what was inside. Could have been a last minute purchase because he had simply forgotten it was White Day.

Maybe the person who got the gift for him thought he was getting something for his wife?

-5 ( +1 / -6 )

Sometimes I make chocolate-covered strawberries with a slight drop of brandy.

Then you throw it in the bin, right? I hope so.

-9 ( +2 / -11 )

Wesley Today 12:58 pm JST

Great news for Japanese men: They don't have to get anything for women on White's Day either.

Japanese men can use that money on themselves.

-1( +4 / -5 )

Ah, yes. The misandrist double standard.

I would have gotten more upvotes if I had supported women buying things for themselves rather than for men.

Apparently, it's ok for women NOT to buy chocolates for men but not ok for men to do the same for women.

-1 ( +2 / -3 )

Good on them for not "needing" to buy them for a significant other or not adhering to "giri" chocolate. But a couple of questions remain for this to be truly freeing from the shackles of St. Valentine's in Japan -- why this day? If you really want chocolate, why not buy it any time, especially when it's cheaper. Why aren't they encouraging men to buy it as well?

2 ( +4 / -2 )

Elvis is here

Sometimes I make chocolate-covered strawberries with a slight drop of brandy.

> Then you throw it in the bin, right? I hope so.

So immature like a teenager.

Another insult. I posted a link for strawberry covered chocolate.

0 ( +5 / -5 )

Valentines' day is about an expression of care or even love for others - not seeking selfish attention for yourself and sympathy for your many petty troubles.

Happy Valentine's Day Japan!

-2 ( +4 / -6 )

I make/bake my own chocolate valentines gifts cakes, I keep some for moi.

3 ( +4 / -1 )

HopeSpringsEternal

Valentines' day is about an expression of care or even love for others - not seeking selfish attention for yourself and sympathy for your many petty troubles.

That is not how it works in Japan.

-4 ( +2 / -6 )

I guess the Japanese women have finally learned that buying chocolate for themselves is better than getting a pat on the head from some pervert asking "a little girl would you like some chocolate"?

-1 ( +3 / -4 )

Boy. Feminism has spread everywhere.

-1 ( +1 / -2 )

EdmondFeb. 13 10:34 pm JST

Boy. Feminism has spread everywhere.

The fact that some Japanese women buy chocolate for themselves upsets you this much? I count that as a win for feminism.

-4 ( +1 / -5 )

@girl_in_tokyo.

I am for feminism too.

I would advise for some women to buy a yellow duck instead of chocolate on that day.

1 ( +2 / -1 )

The fact that some Japanese women buy chocolate for themselves upsets you this much? I count that as a win for feminism.

It's not a "win" for anybody but the chocolate manufacturers. Smart marketing resulting in good profits.

1 ( +1 / -0 )

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