White Day next

3 times the value? Just combine this with the fact that march 14th is als pi day and make the factor 3.14.

A triumph in marketing addresses a (very) minor cultural failing.

This sounds good to me. The women deserve the extra investment ( chocolates or dinner).

Japan is full of events,christmas day, valentine day,white day and hinamaturi..brought from japanese culuture or other countries's events or japanese seller's ideas. I think japanese people sometimes get tired of these. But these events often give japanese people some chances to say "thank you "or "I love you"to special one for them. For japanese people who are very rare to show own heart officially ,these events are very important time

I'll never understand the thought behind giving gifts with the expectation of a return. A gift loses all of its meaning if you're required to give one back. What's the point?

fishy: "she's doing it American way ;)"

That's not the American way. There is no American way, although in the US and many other Western countries people just do what they think is best -- none of the 'giri' stuff, or at least very little. Again, not limited to the US, though.

Every Valentine's Day I give my wife both something she wants (chocolate or some clothing or another gift) as well as something original (like a video file of all the photos of dates since we met). I do it because I love her, and I want to do it, and it's Valentine's Day, which has special meaning related to love. She usually doesn't give me anything back but I thanks, and that's fine. I don't want her to feel obligated, and I certainly don't tell her, "You have to give it back in a month!" or some hogwash like it.

she's doing it American way ;)

"The only catch is the value of chocolates or other gifts that guys give should be three times the value of the chocolates they received."

This country has absolutely no shame sometimes. I thank people if/when they give me chocolates on Valentine's Day, and either give them something back the next time I see them if I haven't already (as I do with some people, from the heart and not out of obligation), or nothing at all besides perhaps another thank you on another time. White Day is even more commercial than Valentine's Day, and I'm not surprised they're pimping it already.

Every Valentine's Day I give my wife both something she wants (chocolate or some clothing or another gift) as well as something original (like a video file of all the photos of dates since we met). I do it because I love her, and I want to do it, and it's Valentine's Day, which has special meaning related to love. She usually doesn't give me anything back but I thanks, and that's fine. I don't want her to feel obligated, and I certainly don't tell her, "You have to give it back in a month!" or some hogwash like it.

I refuse to play this game.

White Day is a complete commercial exploitation invented by chocolate makers. But I will buy chocolates, just to return favor of the V Day.

Valentine’s Day is over...that's it, no more obligatory gifts in this economic crisis :)