On Valentine’s Day in Japan, women give chocolate to men. Giri choko, obligation chocolate, goes to men they have no romantic interest in. Honmei choko, true-favorite chocolate, goes to the man they love.
On February 1, 2018, Godiva Japan ran a full-page ad in the Nikkei with the headline Nihon wa, giri choko o yameyō. Japan, let’s stop obligation chocolate. The ad said that obligation chocolate was not needed, and in these times, it was better without it.