Fading Fondness for Duty-Bound Chocolates: Homemade is Unfashionable.

Culture | February 13, 2026
Japanese tradition Valentine's Day society confectionery industry giri choco homemade chocolates

Japan's age-old tradition of giri choco ("obligation chocolate"), where women gift no-romance-attached chocolates to male colleagues on Valentine's Day, is witnessing a decline. This, combined with the growing trend away from homemade gifts, has brought about distinctive changes in the Japanese confectionery landscape. Chocolate producers and retailers are grappling with this shift in consumer behavior as the season of love approaches.

In Japan, the giri choco tradition is a key part of the social and work culture on Valentine's Day. However, the decline indicates a changing social attitude, where women are choosing to abandon this obligation for various reasons, such as economic constraints, time shortage, or desire for personal freedom. In addition, the drifting away from homemade chocolates suggests a shift in attitudes towards personalization and effort in gift-giving.

Unlike in Japan, where Valentine's Day gifting is largely a one-way street from women to men, in the US or EU, it tends to be a mutual exchange among lovers, friends, and family. The emphasis is on personal relationships rather than societal obligations. Furthermore, both store-bought and homemade gifts hold value, with the choice largely depending on personal preference and time availability.

Information for Your Country

For those interested in learning more about Japanese traditions and society, reading resources such as [Japan: A Guide To Traditions, Customs and Etiquette] by Boyē Lafayette De Mente could be useful. Check out websites like Japan Talk and Tofugu for more insights into the country's culture.