Valentine's Day in Japan
In Japan, Valentine's Day is a day that a woman gives chocolate to her love. The tradition was created in the late 70s by Japanese confectionary companies. At that time, it was considered immodest, shameless and even bad-mannered for a woman to express a romantic feeling toward a man. So, the chocolate promotion was created to suggest that only on Valentine's Day, a woman can make a declaration of love to a man by giving him a box of chocolates. In modern times, Japanese women are no longer restricted to that old tradition. It seems that Valentine's Day has shifted to a special day that people enjoy tasting luxurious, extravagant chocolates.