Japanese Women Spend $70 on Chocolate—For Themselves

Japan's Valentine's Day is reaching an inflection point after roughly 90 years. The tradition established in 1936, when Kobe-based Morozoff Confectionery launched a campaign urging people to "give chocolate to those you're grateful for," positioned the holiday as "a day for women to express their feelings to men." That formula is now a thing of the past. Record-high cocoa prices combined with shifting values are redefining Valentine's Day as "a day to comfort and reward oneself."

"More Than for My Boyfriend"—Investing 10,000 Yen in 'Self-Chocolate'

Ayano, an office worker in her 20s, recently purchased "jibun choco" (self-chocolate) at a Tokyo department store. "It's a gift to myself for working hard all year," she explained. The chocolate she chose cost about 3,000 yen (approximately $20). Many of her friends spend 10,000 yen ($70) or more on self-chocolate.

"Chocolate prices have risen so much that I normally hesitate to buy it, but Valentine's Day gives me an excuse to treat myself to something nicer than usual," Ayano said. "Giving gifts to my boyfriend is nice too, but I'm happy just to eat delicious chocolate."

The numbers support this trend. According to a survey by Japan's Kufu Research Institute, 42.9% of respondents said they buy chocolate for themselves, with 72.2% citing "self-reward" or "treating myself" as the reason. Valentine's Day is transforming from "confession day" to "self-reward day."

"Bar Chocolate Prices Have Doubled"—The Decline of 'Giri Choco' Culture

Meanwhile, "giri choco" (obligation chocolate)—once a symbol of Japan's Valentine's Day—is rapidly disappearing. According to Japanese market research firm Intage, 42.8% of women said they have no plans to give chocolate, a record high. Among working women, 85.4% said they "don't want to participate in giri choco."

The cause of this shift is the "cocoa shock." Abnormal weather and disease spread in West Africa have sharply reduced cocoa supply, driving raw material prices up two to three times. The average price of chocolate bars at Japanese retailers doubled in three years, from 100 yen in 2022 to 199 yen last September.

Kiyotaka Sato, professor emeritus at Hiroshima University, warned in an interview with FNN Prime: "It will be difficult for cocoa prices to return to previous low levels."

Soaring Cocoa Prices Spark Rise of 'Alternative Chocolate'

Surging cocoa prices and supply instability have opened a new market for "alternative chocolate."

At the "Amour du Chocolat" event at Osaka's Takashimaya department store on February 11, products made with "Another M"—which contains no cocoa at all—drew significant attention.

Developed by Fuji Oil, "Another M" uses carob and peas as raw materials to replicate chocolate's distinctive flavor and texture. The name means "another milk," and the product features a nutty, milky umami taste with a smooth, clean melt.

"Another M products are so popular that we're limiting purchases to one per customer," a store employee said. "Most items sell out by morning, so we're directing customers to online purchases."

The Valentine's Day event at Kobe Hankyu department store was also packed with visitors. Chocolate products ranged from around 500 yen to about 10,000 yen, with steady foot traffic even at premium product displays.

A university student in her 20s visiting the venue said: "I can feel that the culture of exchanging chocolates has declined overall." As price pressures mount, younger generations are shifting from giving to many acquaintances toward focusing on special people or themselves.

"It Doesn't Have to Be Chocolate"—The Future of Valentine's Day

Food journalist Rikiya Yamaji characterized the current phenomenon as "post-chocolate Valentine's Day" in a local media column. "With cocoa prices surging, department stores are expanding their product lines to include jelly, marshmallows, baked goods, and Japanese sweets," he wrote. "The strategy is to maintain and expand the overall Valentine's gift market, not just chocolate."

Manufacturers are also emphasizing gifts that convey feelings rather than chocolate specifically. They are segmenting consumers through elaborate limited-edition concepts, social media-friendly packaging, and wide price ranges.

"Going forward, Valentine's Day will become established not as 'chocolate day' but as 'a day to give gifts to special people or yourself,'" Yamaji predicted. "There's a strong possibility it will be reorganized into a day of free gift exchange, unrestricted by gender or relationship type."