Haruka Ayase, Tsubasa Masuwaka to promote the exchange of chocolates between female friends on Valentine’s Day
Unique Valentine’s Day tradition of Japanese women giving chocolate to men is melting away as more women show a preference for pampering each other instead of their boyfriends and spouses.
On Feb 14, girls usually give “giri-choco (obligation chocolate) to their male colleagues who are supposed to return the favor with chocolates on White Day (March 14).
However, this year, some chocolate companies are launching “tomo-choco,” an economy-boosting plan to promote the exchange of chocolates between female friends on Valentine’s Day.
Actress Haruka Ayase (綾瀬はるか）, 25, and fashion model Tsubasa Masuwaka (益若つばさ）, 25, are promoting the campaign. “When I was at school, we used to make our own confectionery for Valentine’s Day,” said Ayase. “Once I tried it, I got hooked and started baking cakes.”
When asked who she would like to give chocolates to this year, she responded, “I’d like to give them to all the people who’ve looked after me and helped me over the years, regardless of whether they’re a man or a woman.”
Masuwaka, said: “I’m trying to think of something that will really please my husband and son. Asked to whom she would give “tomo-choco,” she responded with the name of fellow model and TV personality, Jun Komori. “I have a feeling she’ll say she doesn’t want them, though” she joked.
The tomo choco trend may also say something about Japan’s poor economic situation. According to Glico, women spend an average of ¥438 on a chocolate gift for a friend, ¥952 to confess a crush on someone, and around ¥1,781 on a gift for a boyfriend.
The survey also indicated that as they get older, women are less likely to buy chocolate to confess their love to someone, and that 23 percent of college-age women chose to buy chocolates for themselves.
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