In Japan, it has become an obligation for many women to give chocolates to all male co-workers. This is known as giri-choko (義ç†ãƒãƒ§ã‚³), from the words giri (“obligation”) and choko, (“chocolate”). This contrasts with honmei-choko (本命ãƒãƒ§ã‚³); chocolate given to a loved one. Friends, especially girls, may exchange chocolate referred to as tomo-choko (å‹ãƒãƒ§ã‚³); from tomo meaning “friend”.
By a further marketing effort, a reciprocal day called White Day has emerged. On March 14, men are expected to return the favour to those who gave them chocolates on Valentine’s Day. Originally, the return gift was supposed to be white chocolate or marshmallows; hence “White Day”. However, lingerie and jewelry have become common gifts.