Though Japanese men get to hog the chocolates on Valentine’s Day, the rest of the year, sweets, cakes and other confectionary are traditionally the domain of the fairer sex. Or so they say. The truth is, loads of Japanese guys have a sweet tooth. As the younger generation of men discard outdated mores of masculinity, many are now unashamed to scoff down a strawberry parfait in public.

So it’s no surprise that sweet-toothed men are now getting together to discuss their love of sugary treats. On June 10, for example, men gathered in a café in Ebisu to attend the Amatou Danshi (sweet-toothed men’s) Café. The aim of this event was for men to discuss the merits of a range of sweet treats, which included Earl Grey jelly and rich chocolate confections. Organized by Amadan (甘男, the kanji literally means sweet man but is a shortening of the phrase Amatou Danshi) website, this event was the latest to bring together men with a secret passion for pastries. Every three or four months Amadan members get together to indulge their vice, bringing along their own sweets and cakes to compare and contrast with other men.

Amadan was founded in 2008 as a forum and information portal for like-minded males. According to Shibuya Keizai Shimbun, Tooru Hikino, the website’s founder, said that he wanted to create a space where could share their passion for sweets. The website includes information on new products, special features, including interviews with up-market pastry chefs and a calendar allowing members to keep abreast of confectionary-related events. Users can pass on tips and recommendations via Twitter.