One of the biggies - Morinaga milk chocolate (Photo: Joshua Rappeneker)

(Writer: J. Hawkins)

Whilst today that may not look the greatest return for the effort of the Mary staff at the time, fast forward half a century and the Japanese chocolate industry now turns over more than US$ 3 billion in annual choccy sales; a figure, so claim Time that equates to in excess of 10% of annual Japanese chocolate sales.

As is referred to in this issue’s second feature, however, it is still women doing the giving, men doing the chilling, and numbers in that area are similarly impressive.

In preparing a sugar coated gift for the real candle in her life, a Japanese woman spends on average two thousand yen. For the less romantically afflicted ‘gotta-give’ chocs she ends up dishing out to the guys at work, the average spent a couple of years ago was 600 yen – say Time; figures applicable to a whopping 80% of those in their 20s and 30s it is claimed.

Recent years have seen an increase in young ladies heading to the kitchen, apron around their neck to make their own, and with the current economic woes squeezing the nation dry, this is unlikely to change any time soon.

For now though gents – enjoy your day in the spotlight regardless of the intent behind the boxes you receive. Just don’t forget White Day on the 14th of next month.