One Saturday this month, a group of about 20 men in suits and ties gathered in the square in front of JR Shinbashi Station in Tokyo. The occasion? A group declaration of their "Three Principles of Love."

"Say 'sorry' without fear; say 'thank you' without hesitation; and say 'I love you' without shame," they chanted.

These are not some off-the-deep-end street hawkers. They're not followers of a guru trying to internalize a religious doctrine. They belong to a group called Zenkoku Teishu Kanpaku Kyokai (the National Chauvinistic Husbands Association) based in Kurume, Fukuoka Prefecture, and someday they hope to make their true feelings known to their wives.