While all of this may seem quite one-sided, confectioners in Japan - never ones to miss an opportunity to sell more - took advantage of the Japanese feelings of obligation and created "White Day" in 1980 to help assuage the guilt feelings of those poor obligated males who received chocolate on Valentine's Day. On March 14th, exactly one month after Valentine's Day, men have the chance to return the favour.
The gifts of chocolate that men buy are in white boxes (after all, it is "White Day") and come with separate shopping bags to put them in. But on both of those days one needs to be careful to distinguish two types of gifts. They might be "Giri-choko (obligation chocolate)" or "Honmei-choko" (true-love chocolate).
Unlike the West, sending a Valentine's cards is not common in Japan, and the phrase "Happy Valentines" is not widely used. Still Grocery stores, department stores, and convenience stores make a lot of money around Valentine`s day by selling a huge range of stuff in red or pink and decorated romantically. Also special types of chocolate are produced. After all more than half of the chocolate sold in a year is sold around Valentine's Day in Japan.