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.

The Big Day is almost upon us, and thoughtful lovers hoping to impress should soon be headed out in search of the perfect gourmet gift. For those who have not yet decided upon a destination, Counter Culture has compiled a guide to four of Tokyo's most tastefully appointed and delectably stocked choco shops.

Pierre Herme

In protecting their precious brand images, chefs tend not to stray too far into the realms of fashion. But Pierre Herme, described by Vogue magazine as "The Picasso of Pastry," and generally acknowledged as the world's greatest patissier, holds twice-yearly catwalk shows for his creations, and his Paris boutique, opened in 2001, attracts style-conscious confectionery consumers from all over the world.

Herme has had a concession inside the New Otani Hotel in Tokyo's Kioi-cho since 1998, but now, the portly Frenchman has opened a stunning flagship store in the brand lover's paradise of Aoyama.

The shop's stunning white interior was designed by Masamichi Katayama, the designer behind boutiques for A Bathing Ape, Marc Jacobs and Chloe. Katayama based the first-floor space on Herme's idea of a luxury convenience store, adding an opulently appointed salon occupying the second floor.

Herme is first and foremost a pastry chef, and so when it comes to bonbons, this master craftsman limits his selection to just 15 types per biannual collection -- allowing him to pour his heart and soul into the creation of each. Recommended for Valentine's is the bonbon chocolat box (3,150 yen), containing 12 pieces of his elaborate art.

Jean-Paul Hevin

Having begun his career working for uber-chef Joel Robuchon, Jean-Paul Hevin (don't forget to drop the "H") has won almost every accolade there is in the world of chocolate. His three Paris bonbonnieres are conferred with a five-star ranking by the Club de Croquers de Chocolat (the Francophone chocolate industry's governing elite), and the rampant success of the huge boutique he opened in the basement of Shinjuku's Isetan in 2002 is credited with propelling Japan's craze for expensive French chocolate into orbit.

Hevin isn't afraid to get creative with his chocolates, having been known to fill them with potent cheeses, and one of his specialties is pa^te tartiner, a chocolate-hazelnut spread much like French kids' favorite Nutella -- except that it is handmade with only the finest ingredients. An immaculately presented box of 12 Coup de Coeur (Love at First Sight) chocs is priced at 3,728 yen.

Pierre Marcolini

A former disciple of Pierre Herme, dashing chocolatier Pierre Marcolini opened a boutique in Ginza in 2002, and close by, an "ice cream cafe" the following year. Marcolini has 11 stores in his native Belgium and boutiques in Paris, London and New York. But despite this global network, he still personally sources the cacao beans used for his creations, producing all his own chocolate from scratch.

The 41-year-old's meteoric rise to the top of his trade can perhaps partly be attributed to the classy, minimalist black-and-white chic of his store interiors and packaging. His chocolates come flavored with mountain honey, cinnamon and various teas from around the world, and his pralines are regarded by experts as among he finest there are. For a special someone with a sophisticated aesthetic, this is the cochoclate to impress with.

Le Chocolat de H

Sometime Iron Chef and Japan's best known chocolatier Hironobu Tsujiguchi well deserves his celebrity status. The near-constant line outside his Roppongi "salon," and the enduring popularity of his Jiyugaoka store are testament to the desirability of his creations, which often mix traditional north European methods with Japanese ingredients and wa-inspired presentation.

Opened in 2003, Le Chocolat de H has been one of Roppongi Hills' biggest retail success stories, and the sexy, polished boutique has revamped two-thirds of its regular lineup in preparation for the Valentine's rush.

Tsujiguchi's forte is the truffle (a single truffe noir will set you back 1,050 yen), but in the run-up to February 14th, the hottest seller is Coeur H, a chocolate heart filled with caramelized almonds and accompanied by a selection of 22 bonbons -- a snip at 10,500 yen.