JAPAN DIARY: Women, Not Men, Buy the Valentine's Day Sweets

February 14, 2015 4:57 AM

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Perusing the Valentine's Day chocolate selection during my lunch break made me stand out in the crowd in Tokyo: I was the only male in the Godiva store.

In Japan, women buy chocolates for men on Valentine's Day, not vice versa. And not just for their boyfriend or partner, but also for co-workers, friends of both sexes and even themselves these days. It's a big business: the Godiva store had shelves of specially boxed assortments rising to its high c...

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