More and more women in Japan are abandoning the tradition of giving obligatory chocolates to male coworkers on Valentine's Day, instead using the occasion to treat themselves.
The trend reflects shifting societal norms and consumer attitudes in the country, creating new opportunities and challenges for the chocolate industry.
A week before Feb. 14, the seventh floor of Tokyo's Ginza Mitsukoshi department store was packed with women peering into displays showcasing the exotic chocolates on offer.