In Japan, Morozoff Ltd.
introduced the holiday for the first time in 1936, when it ran an
advertisement aimed at foreigners. Later in 1953 it began promoting the
giving of heart-shaped chocolates; other Japanese confectionery
companies followed suit thereafter. In 1958 the Isetan department store ran a "Valentine sale". Further campaigns during the 1960s popularized the custom.
The custom that only women give chocolates to men appears to have originated from the translation error of a chocolate-company executive during the initial campaigns.In particular, office ladies give chocolate to their co-workers. Unlike western countries, gifts such as greeting cards, candies, flowers, or dinner dates are uncommon, and most of the activity about the gifts is about giving the right amount of chocolate to each person. Japanese chocolate companies make half their annual sales during this time of the year.
The custom that only women give chocolates to men appears to have originated from the translation error of a chocolate-company executive during the initial campaigns.In particular, office ladies give chocolate to their co-workers. Unlike western countries, gifts such as greeting cards, candies, flowers, or dinner dates are uncommon, and most of the activity about the gifts is about giving the right amount of chocolate to each person. Japanese chocolate companies make half their annual sales during this time of the year.











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