Japan's cultural practice of giving 'giri choco' or obligation chocolates on Valentine's Day is facing considerable backlash this year, largely attributed to rising prices and changing gender norms. Many individuals, especially women in the workplace, report feeling pressured to participate in this tradition, with some describing the experience as akin to being extorted for money to buy chocolates for male colleagues. These tensions reflect broader societal changes in attitudes towards gender roles and consumer spending during economically challenging times.

One woman's tweet encapsulated the growing frustration; she expressed anger over being asked to contribute over 2,000 yen for male coworkers' chocolates, particularly as this amount could be better spent elsewhere given the current economic climate. The disparity in expectations also became apparent as female employees often bear a larger burden in this gifting tradition, while the males typically spend less on their reciprocation during White Day. Such experiences highlight a brewing resentment among many working women, with 85.4% indicating they do not want to give obligation chocolates this year.

As the tradition of Valentine’s Day evolves, it reflects deeper societal issues around gender equity and financial stress. The changing attitudes towards 'giri choco' could signal a shift in cultural expectations not only for Valentine's Day but potentially for future social customs surrounding gift-giving in Japan. As battle lines are drawn over chocolates, this discourse may lead to lasting change in workplace dynamics and social interaction norms.