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Why Japanese women are going against Valentine's Day patriarchal



On February 14, it is hoped that the workers of the country "giri choco," or obligatory chocolates will give their male counterparts. It is hoped that women's crude chocolates, "honmei choco," would look for their own stress or love.

"Valentine's Day (in Japan) got complicated over to be a symbol of the Japanese patronage," said Jeff Kingston, an expert in Japan at the Temple University in Tokyo.

But this year, women want time to practice drainage financially.

The Tokyo department store recently surveyed about 60% of women instead of buying chocolates for Valentine's Day.

Only 35% were intended to offer chocolates to their male counterparts.

Hit for chocolate makers

Japan started at Valentine's Day celebrating in 1
958, after taking a campaign in the Japanese confectionery company, suggesting that women give up chocolates.

The Western version lasted on February 14, when men buy flowers and chocolates from their relatives and take them out of the dinner.

  Japanese Chocolate Miya Fujimoto ]

In the 1980s, chocolate companies tried to correct a chocolate buy balance. The White Day was introduced on March 14 as a date for the men to return the favor – although Kingston says that women finished more chocolates than they found.

The two dates were finalized for the chocolate industry.

Valentine's Day is now a quarter of Japanese annual chocolate sales, according to the Nagoya International Center.
And that's a great deal of chocolate. Japan took $ 5.39 billion of the sweet things in 2017, according to a report published by Mordor Intelligence – more than China or India much more.

Prohibition of giri choco

Last Saturday, the Revolutionary Reconciliation of Independent People (RAUP) made its 12th annual protest against "romantic capitalization" in Tokyo.

"We are opposing companies that take advantage of events like Valentine's Day to push an overwhelming consumer culture and people who are not in relationships," said Takeshi Akimoto, a member of the small margins group, with nine students and workers.

One of the group's complaints is that Valentine Day chocolates in the workplace can ensure that employees feel that their value is determined by how much confection they receive.

  Hit RAUP to build anti-Valentine day slogans in Tokyo, Japan.

It is the opinion of other people across Japan. Some of the companies have now prevented "giri choco", saying there are problems if colleagues compare chocolate prices or emphasize people who do not get any sweets.

"If all the men find chocolate, all other workers would fall," explains Kukhee Choo, researcher at Sophia University in Tokyo. "It would affect a company atmosphere."

Oh chiri choco & # 39; go choco & # 39;

The number of people without Valentine in Japan also grows

In 2015, 23% of men and 14% of women were not married at the age of 50, according to the National Institute for Research and Social Security.

As a result, even the practice of crude chocolates may even beating. As a result, Erico Mori, a Paris-based Japanese food writer, says that a new trend is emerging as a result: giving friendship chocolates, or "tomo choco".

Choo says that this trend is in some positive ways, as it moves away from patriarch practices, to chocolate companies that represent just a marketing change.

"Rehabilitation is a commercial practice so that (companies) can still keep their chocolate sales," says Choo.


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