Japan's unique take on Valentine's Day sees women present their men with chocolate on February 14th, while the recipients reciprocate, often with branded trinkets or jewelry, one month later.
The tradition, which can be traced back to a clever 1950s marketing campaign, has undergone a significant change since the end of the bubble economy. Whereas women used to feel obligated to furnish every last one of their male colleagues and friends with a token gift, the current vogue is to spend a bit more on something extra-special for one significant other.
This change, and the steadily growing number of consumers in search of new ways to spoil themselves, have prompted upscale French, Swiss and Belgian chocolatiers to make tracks to the Land of the Rising Sun in search of new markets for their wickedly sickly creations. Sweet-toothed shoppers in Tokyo are now spoilt for choice when it comes to world-class confectionery, with the most exclusive stores flying their wares into the country on a weekly basis.