Valentine

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Older tradition

The sending of Valentines was a fashion in nineteenth-century Great Britain (http://en.wikipedia.org/wiki/Great_Britain), and, in 1847, Esther Howland (http://en.wikipedia.org/wiki/Esther_Howland) developed a successful business in her Worcester, Massachusetts (http://en.wikipedia.org/wiki/Worcester,_Massachusetts) home with hand-made Valentine cards based on British models. The popularity of Valentine cards in 19th century America, where many Valentine cards are now general greeting cards rather than declarations of love, was a harbinger of the future commercialization of holidays in the United States.[5] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-Leigh_Eric_Schmidt_1991_pp_890.E2.80.9398-4) It's considered one of the Hallmark holidays (http://en.wikipedia.org/wiki/Hallmark_holiday).

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Saint Valentine

For more details on this topic, see Saint Valentine (http://en.wikipedia.org/wiki/Saint_Valentine).
Numerous early Christian martyrs were named Valentine (http://en.wikipedia.org/wiki/Saint_Valentine).[6] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-5) The Valentines honored on February 14 are Valentine of Rome (Valentinus presb. m. Romae) and Valentine of Terni (Valentinus ep. Interamnensis m. Romae).[7] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-6) Valentine of Rome[8] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-7) was a priest in Rome (http://en.wikipedia.org/wiki/Rome) who was martyred about AD 269 and was buried on the Via Flaminia (http://en.wikipedia.org/wiki/Via_Flaminia). His relics are at the Church of Saint Praxed in Rome,[9] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-8) and at Whitefriar Street Carmelite Church (http://en.wikipedia.org/wiki/Whitefriar_Street_Carmelite_Church) in Dublin, Ireland.
Valentine of Terni[10] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-9) became bishop of Interamna (modern Terni (http://en.wikipedia.org/wiki/Terni)) about AD 197 and is said to have been martyred during the persecution under Emperor Aurelian (http://en.wikipedia.org/wiki/Aurelian). He is also buried on the Via Flaminia, but in a different location than Valentine of Rome. His relics are at the Basilica of Saint Valentine in Terni (Basilica di San Valentino).[11] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-10)
The Catholic Encyclopedia (http://en.wikipedia.org/wiki/Catholic_Encyclopedia) also speaks of a third saint named Valentine who was mentioned in early martyrologies (http://en.wikipedia.org/wiki/Martyrology) under date of February 14. He was martyred in Africa (http://en.wikipedia.org/wiki/Africa) with a number of companions, but nothing more is known about him.[12] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-11)
No romantic elements are present in the original early medieval biographies of either of these martyrs. By the time a Saint Valentine became linked to romance in the fourteenth century, distinctions between Valentine of Rome and Valentine of Terni were utterly lost.[13] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-12)
In the 1969 revision of the Roman Catholic Calendar of Saints (http://en.wikipedia.org/wiki/Roman_Catholic_Calendar_of_Saints), the feastday of Saint Valentine on February 14 was removed from the General Roman Calendar and relegated to particular (local or even national) calendars for the following reason: "Though the memorial of Saint Valentine is ancient, it is left to particular calendars, since, apart from his name, nothing is known of Saint Valentine except that he was buried on the Via Flaminia on February 14."[14] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-13) The feast day is still celebrated in Balzan (http://en.wikipedia.org/wiki/Balzan) (Malta (http://en.wikipedia.org/wiki/Malta)) where relics of the saint are claimed to be found, and also throughout the world by Traditionalist Catholics (http://en.wikipedia.org/wiki/Traditionalist_Catholics) who follow the older, pre-Vatican II (http://en.wikipedia.org/wiki/Vatican_II) calendar.
The Early Medieval acta (http://en.wikipedia.org/wiki/Acta) of either Saint Valentine were expounded briefly in Legenda Aurea (http://en.wikipedia.org/wiki/Legenda_Aurea).[15] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-14) According to that version, St Valentine was persecuted as a Christian and interrogated by Roman Emperor (http://en.wikipedia.org/wiki/Roman_Emperor) Claudius II (http://en.wikipedia.org/wiki/Claudius_II) in person. Claudius was impressed by Valentine and had a discussion with him, attempting to get him to convert to Roman paganism in order to save his life. Valentine refused and tried to convert Claudius to Christianity instead. Because of this, he was executed. Before his execution, he is reported to have performed a miracle by healing the blind daughter of his jailer.
Legenda Aurea still providing no connections whatsoever with sentimental love, appropriate lore has been embroidered in modern times to portray Valentine as a priest who refused an unattested law attributed to Roman Emperor (http://en.wikipedia.org/wiki/Roman_Emperor) Claudius II (http://en.wikipedia.org/wiki/Claudius_II), allegedly ordering that young men remain single. The Emperor supposedly did this to grow his army, believing that married men did not make for good soldiers. The priest Valentine, however, secretly performed marriage ceremonies for young men. When Claudius found out about this, he had Valentine arrested and thrown in jail. In an embellishment to The Golden Legend provided by American Greetings, Inc. to History.com and widely repeated, on the evening before Valentine was to be executed, he wrote the first "valentine" himself, addressed to a young girl variously identified as his beloved,[16] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-greetings-15) as the jailer's daughter whom he had befriended and healed,[17] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-16) or both. It was a note that read "From your Valentine."[16] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-greetings-15)

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Modern times

In 1797, a British (http://en.wikipedia.org/wiki/Great_Britain) publisher issued The Young Man’s Valentine Writer, which contained scores of suggested sentimental verses for the young lover unable to compose his own. Printers had already begun producing a limited number of cards with verses and sketches, called “mechanical valentines,” and a reduction in postal rates (http://en.wikipedia.org/wiki/Penny_Post#United_Kingdom) in the next century ushered in the less personal but easier practice of mailing valentines. That, in turn, made it possible for the first time to exchange cards anonymously, which is taken as the reason for the sudden appearance of racy verse in an era otherwise prudishly Victorian (http://en.wikipedia.org/wiki/Victorian_era).[30] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-29)
Paper Valentines being so popular in England (http://en.wikipedia.org/wiki/England) in the early 1800s, Valentines began to be assembled in factories. Fancy Valentines were made with real lace and ribbons, with paper lace introduced in the mid 1800s.[31] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-30) In the UK, just under half the population spend money on their Valentines and around 1.3 billion pounds is spent yearly on cards, flowers, chocolates and other gifts, with an estimated 25 million cards being sent.[32] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-31) The reinvention of Saint Valentine's Day in the 1840s has been traced by Leigh Eric Schmidt.[33] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-32) As a writer in Graham's American Monthly observed in 1849, "Saint Valentine's Day... is becoming, nay it has become, a national holyday."[34] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-33) In the United States (http://en.wikipedia.org/wiki/USA), the first mass-produced valentines of embossed paper lace were produced and sold shortly after 1847 by Esther Howland (http://en.wikipedia.org/wiki/Esther_Howland) (1828–1904) of Worcester, Massachusetts (http://en.wikipedia.org/wiki/Worcester,_Massachusetts).[35] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-american-34)[36] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-devereux-35)
http://pnu-club.com/imported/2010/02/1050.jpg (http://en.wikipedia.org/wiki/File:Valentine_child.jpg) http://pnu-club.com/imported/2010/02/56.png (http://en.wikipedia.org/wiki/File:Valentine_child.jpg)
Child dressed in Valentine's Day-themed clothing.


Her father operated a large book and stationery store, but Howland took her inspiration from an English valentine she had received, so clearly the practice of sending Valentine's cards had existed in England before it became popular in North America. The English practice of sending Valentine's cards appears in Elizabeth Gaskell (http://en.wikipedia.org/wiki/Elizabeth_Gaskell)'s Mr. Harrison's Confessions (http://en.wikipedia.org/wiki/Mr._Harrison%27s_Confessions) (published 1851). Since 2001, the Greeting Card Association has been giving an annual "Esther Howland Award for a Greeting Card Visionary."[36] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-devereux-35)
Since the 19th century, handwritten notes have largely given way to mass-produced greeting cards (http://en.wikipedia.org/wiki/Greeting_card).[4] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-Leigh_Eric_Schmidt_1993_pp._209.E2.80.93245-3) The mid-nineteenth century Valentine's Day trade was a harbinger of further commercialized holidays in the United States to follow.[5] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-Leigh_Eric_Schmidt_1991_pp_890.E2.80.9398-4)
In the second half of the twentieth century, the practice of exchanging cards was extended to all manner of gifts in the United States, usually from a man to a woman.Such gifts typically include roses (http://en.wikipedia.org/wiki/Rose) and chocolates (http://en.wikipedia.org/wiki/Chocolate) packed in a red satin, heart-shaped box. In the 1980s, the diamond (http://en.wikipedia.org/wiki/Diamond) industry began to promote Valentine's Day as an occasion for giving jewelry (http://en.wikipedia.org/wiki/Jewelry). The day has come to be associated with a generic platonic (http://en.wikipedia.org/wiki/Platonic_love) greeting of "Happy Valentine's Day." As a joke, Valentine's Day is also referred to as "Singles Awareness Day (http://en.wikipedia.org/wiki/Singles_Awareness_Day)." In some North American elementary schools (http://en.wikipedia.org/wiki/Elementary_school), children decorate classrooms, exchange cards, and eat sweets. The greeting cards of these students sometimes mention what they appreciate about each other.
The U.S. Greeting Card Association (http://en.wikipedia.org/wiki/Greeting_Card_Association) estimates that approximately 190 million valentines are sent each year in the US. Half of those valentines are given to family members other than husband or wife, usually to children. When you include the valentine-exchange cards made in school activities the figure goes up to 1 billion, and teachers become the people receiving the most valentines.[35] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-american-34)
The rise of Internet popularity at the turn of the millennium is creating new traditions. Millions of people use, every year, digital means of creating and sending Valentine's Day greeting messages such as e-cards (http://en.wikipedia.org/wiki/E-cards), love coupons (http://en.wikipedia.org/wiki/Love_coupons) or printable greeting cards. About 15 million e-valentines will have been sent in 2010.[35] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-american-34)
There are some families, however, who choose to find other means of honoring Saint Valentine on Valentines Day. Many of these traditions involve bonfires (http://en.wikipedia.org/wiki/Bonfires), for fire is said to represent passion.

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Similar days honoring love

In the West

Europe


While sending cards, flowers, chocolates and other gifts is traditional in the UK, Valentine's Day has various regional customs. In Norfolk (http://en.wikipedia.org/wiki/Norfolk), a character called 'Jack' Valentine knocks on the rear door of houses leaving sweets and presents for children. Although he was leaving treats, many children were scared of this mystical person. In Wales, many people celebrate Dydd Santes Dwynwen (http://en.wikipedia.org/wiki/Dydd_Santes_Dwynwen) (St Dwynwen's Day) on January 25 instead of (or as well as) Valentine's Day. The day commemorates St Dwynwen (http://en.wikipedia.org/wiki/Dwynwen), the patron saint of Welsh lovers. In France (http://en.wikipedia.org/wiki/France), a traditionally Catholic (http://en.wikipedia.org/wiki/Catholic) country, Valentine's Day is known simply as "Saint Valentin (http://en.wikipedia.org/wiki/Saint_Valentine)", and is celebrated in much the same way as other western countries. In Spain (http://en.wikipedia.org/wiki/Spain) Valentine's Day is known as "San Valentín (http://en.wikipedia.org/wiki/Saint_Valentine)" and is celebrated the same way as in the UK, although in Catalonia it is largely superseded by similar festivities of rose and/or book giving on La Diada de Sant Jordi (http://en.wikipedia.org/wiki/San_Jordi) (Saint George's Day). In Portugal (http://en.wikipedia.org/wiki/Portugal) it is more commonly referred to as "Dia dos Namorados" (Boy/Girlfriend's Day).
In Denmark (http://en.wikipedia.org/wiki/Denmark) and Norway (http://en.wikipedia.org/wiki/Norway), Valentine's Day (14 Feb) is known as Valentinsdag. It is not celebrated to a large extent, but many people take time to eat a romantic dinner with their partner, to send a card to a secret love or give a red rose to their loved one. In Sweden (http://en.wikipedia.org/wiki/Sweden) it is called Alla hjärtans dag ("All Hearts' Day") and was launched in the 1960s by the flower industry's commercial interests, and due to the influence of American culture. It is not an official holiday, but its celebration is recognized and sales of cosmetics and flowers for this holiday are only exceeded by those for Mother's Day.
In Finland (http://en.wikipedia.org/wiki/Finland) Valentine's Day is called Ystävänpäivä which translates into "Friend's day". As the name indicates, this day is more about remembering all your friends, not only your loved ones. In Estonia (http://en.wikipedia.org/wiki/Estonia) Valentine's Day is called Sõbrapäev, which has the same meaning.
In Slovenia (http://en.wikipedia.org/wiki/Slovenia), a proverb says that "St Valentine brings the keys of roots," so on February 14, plants and flowers start to grow. Valentine's Day has been celebrated as the day when the first work in the vineyards and in the fields commences. It is also said that birds propose to each other or marry on that day. Nevertheless, it has only recently been celebrated as the day of love. The day of love is traditionally March 12, the Saint Gregory (http://en.wikipedia.org/wiki/Saint_Gregory)'s day. Another proverb says "Valentin - prvi spomladin" ("Valentine — first saint of spring"), as in some places (especially White Carniola (http://en.wikipedia.org/wiki/White_Carniola)) Saint Valentine marks the beginning of spring.
In Romania (http://en.wikipedia.org/wiki/Romania), the traditional holiday for lovers is Dragobete (http://en.wikipedia.org/wiki/Dragobete), which is celebrated on February 24. It is named after a character from Romanian folklore who was supposed to be the son of Baba Dochia (http://en.wikipedia.org/wiki/Baba_Dochia). Part of his name is the word drag ("dear"), which can also be found in the word dragoste ("love"). In recent years, Romania has also started celebrating Valentine's Day, despite already having Dragobete as a traditional holiday. This has drawn backlash from many groups, reputable persons and institutions[37] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-36) but also nationalist organizations like Noua Dreaptǎ (http://en.wikipedia.org/wiki/Noua_Dreapta), who condemn Valentine's Day for being superficial, commercialist and imported Western kitsch (http://en.wikipedia.org/wiki/Kitsch).
Valentine's Day is called Sevgililer Günü in Turkey (http://en.wikipedia.org/wiki/Turkey), which translates into "Sweethearts' Day".
According to Jewish tradition the 15th day of the month of Av - Tu B'Av (http://en.wikipedia.org/wiki/Tu_B%27Av) (usually late August) is the festival of love. In ancient times girls would wear white dresses and dance in the vineyards, where the boys would be waiting for them (Mishna (http://en.wikipedia.org/wiki/Mishna) Taanith end of Chapter 4). In modern Israeli culture this is a popular day to pronounce love, propose marriage and give gifts like cards or flowers.

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exico, Central and South America

In some Southamerican countries Valentine's Day is known as "Día del Amor y la Amistad" (Day of Love and Friendship). For example Mexico (http://en.wikipedia.org/wiki/Mexico),[38] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-37) Costa Rica (http://en.wikipedia.org/wiki/Costa_Rica),[39] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-38) Ecuador (http://en.wikipedia.org/wiki/Ecuador),[40] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-39) y El Salvador (http://en.wikipedia.org/wiki/El_Salvador). Although it is similar to the United States' version in many ways, it is also common to see people do "acts of appreciation" for their friends.
In Guatemala (http://en.wikipedia.org/wiki/Guatemala) it is known as the "Día del Cariño" (Day of the Affection).[41] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-40)
In Brazil (http://en.wikipedia.org/wiki/Brazil), the Dia dos Namorados (lit. "Day of the Enamored", or "Boyfriends'/Girlfriends' Day") is celebrated on June 12, when couples exchange gifts, chocolates, cards and flower bouquets. This day was chosen probably because it is the day before the Festa junina (http://en.wikipedia.org/wiki/Festa_junina)’s Saint Anthony's (http://en.wikipedia.org/wiki/Anthony_of_Padua) day, known there as the marriage saint, when traditionally many single women perform popular rituals, called simpatias, in order to find a good husband or boyfriend. The February 14's Valentine's Day is not celebrated at all, mainly for cultural (http://en.wikipedia.org/wiki/Culture_of_Brazil) and commercial (http://en.wikipedia.org/wiki/Commerce) reasons, since it usually falls too little before or after Carnival (http://en.wikipedia.org/wiki/Carnival), a major floating holiday in Brazil — long regarded as a holiday of sex (http://en.wikipedia.org/wiki/Promiscuity) and debauchery (http://en.wiktionary.org/wiki/debauchery) by many in the country[42] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-41) — that can fall anywhere from early February to early March.
In Venezuela (http://en.wikipedia.org/wiki/Venezuela), in 2009, President Hugo Chavez (http://en.wikipedia.org/wiki/Hugo_Chavez) said in a meeting to his supporters for the upcoming referendum vote on February 15, that "since on the 14th, there will be no time of doing nothing, nothing or next to nothing ... maybe a little kiss or something very superficial", he recommended people to celebrate a week of love after the referendum vote.[43] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-42)
In most of South America (http://en.wikipedia.org/wiki/South_America) the Día del amor y la amistad and the Amigo secreto ("Secret friend") are quite popular and usually celebrated together on the 14 of February (one exception is Colombia (http://en.wikipedia.org/wiki/Colombia), where it is celebrated every third Saturday of September). The latter consists of randomly assigning to each participant a recipient who is to be given an anonymous gift (similar to the Christmas tradition of Secret Santa (http://en.wikipedia.org/wiki/Secret_Santa)).

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Asia

Thanks to a concentrated marketing effort, Valentine's Day is celebrated in some Asian countries with Singaporeans (http://en.wikipedia.org/wiki/Singapore), Chinese (http://en.wikipedia.org/wiki/China), Pakistan (http://en.wikipedia.org/wiki/Pakistan) and South Koreans (http://en.wikipedia.org/wiki/South_Korea) spending the most money on Valentine's gifts.[44] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-43)
In South Korea (http://en.wikipedia.org/wiki/South_Korea), similar to Japan, women give chocolate to men on February 14, and men give non-chocolate candy to women on March 14 (White Day). On April 14 (Black Day), those who did not receive anything on the 14th of Feb or March go to a Chinese restaurant to eat black noodles (자장면 jajangmyeon (http://en.wikipedia.org/wiki/Jajangmyeon)) and "mourn" their single life.[45] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-yoshimura-44) Koreans also celebrate Pepero Day (http://en.wikipedia.org/wiki/Pepero_Day) on November 11, when young couples give each other Pepero cookies. The date '11/11' is intended to resemble the long shape of the cookie. The 14th of every month marks a love-related day in Korea, although most of them are obscure. From January to December: Candle Day, Valentine's Day, White Day, Black Day (http://en.wikipedia.org/wiki/Black_Day), Rose Day, Kiss Day, Silver Day, Green Day, Music Day, Wine Day, Movie Day, and Hug Day.[46] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-45) Korean women give a much higher amount of chocolate than Japanese women.[45] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-yoshimura-44)
In China (http://en.wikipedia.org/wiki/China), the common situation is the man gives chocolate, flowers or both to the woman that he loves. In Chinese, Valentine's Day is called (simplified Chinese (http://en.wikipedia.org/wiki/Simplified_Chinese_characters): 情人节; traditional Chinese (http://en.wikipedia.org/wiki/Traditional_Chinese_characters): 情人節; pinyin (http://en.wikipedia.org/wiki/Pinyin): qíng rén jié).
In Republic of China (Taiwan) (http://en.wikipedia.org/wiki/Republic_of_China) the situation is the reverse of Japan's. Men give gifts to women in Valentine's Day, and women return them in White Day.[45] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-yoshimura-44)
In the Philippines (http://en.wikipedia.org/wiki/Philippines), Valentine's Day is called "Araw ng mga Puso" or "Hearts Day". It is usually marked by a steep increase in the prices of flowers.

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Japan

In Japan (http://en.wikipedia.org/wiki/Japan), in 1936, Morozoff Ltd. (http://en.wikipedia.org/wiki/Morozoff_Ltd.) introduced for the first time the holiday in 1936, when it run an advertisement directed to foreigners. Later in 1953 it started promoting the giving of heart-shaped chocolates. Other Japanese confectionery companies followed suit later. In 1958 the Isetan (http://en.wikipedia.org/wiki/Isetan) department store (http://en.wikipedia.org/wiki/Department_stores_in_Japan) ran a "Valentine sale". Further campaigns during the 1960s popularized the custom.[47] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-japantimes-46)[48] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-rupp-47) The custom that only women give chocolates to men appears to have originated from the typo of a chocolate company executive in the initial campaigns.[49] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-jasgp-48) In particular, office ladies (http://en.wikipedia.org/wiki/Office_lady) give chocolate to their co-workers. Unlike western countries, gifts such as greeting cards,[49] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-jasgp-48) candies, flowers (http://en.wikipedia.org/wiki/Flower), or dinner dates (http://en.wikipedia.org/wiki/Dinner_date)[45] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-yoshimura-44) are uncommon, and most of the activity about the gifts is about giving the right amount of chocolate to each person.[49] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-jasgp-48) Japanese chocolate companies make half their annual sales during this time of the year.[49] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-jasgp-48) Many women feel obliged to give chocolates to all male co-workers, except when the 14th falls on a Sunday, a holiday. This is known as giri-choko (義理チョコ), from giri (http://en.wikipedia.org/wiki/Giri_%28Japanese%29) ("obligation") and choko, ("chocolate"), with unpopular co-workers receiving only "ultra-obligatory" chō-giri choko cheap chocolate. This contrasts with honmei-choko (本命チョコ, Favorite chocolate); chocolate given to a loved one. Friends, especially girls, may exchange chocolate referred to as tomo-choko (友チョコ); from tomo meaning "friend".[50] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-49)
In the 1980s the Japanese National Confectionery Industry Association launched a successful campaign to make March 14 a "reply day", where men are expected to return the favour to those who gave them chocolates on Valentine's Day, calling it White Day (http://en.wikipedia.org/wiki/White_Day) for the color of the chocolates being offered. A previous failed attempt to popularize this celebration had been done by a marshmallow (http://en.wikipedia.org/wiki/Marshmallow) manufacturer who wanted men to return marshmallows to women. Men are expected to return gifts that are at least two or three times more valuable than the gifts received in Valentine's Day. Not returning the gift is perceived as the men placing himself in a position of superiority, even if excuses are given. Returning a present of equal value is considered as a way to say that you are cutting the relationship. Originally only chocolate was given, but now the gifts of jewelry, accessories, clothing and lingerie are usual. According to the official website of White Day, the color white was chosen because it's the color of purity, evoking "pure, sweet teen love", and because it's also the color of sugar. The initial name was "Ai ni Kotaeru White Day" (Answer Love on White Day).[47] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-japantimes-46)[48] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-rupp-47)
In Japan, the romantic "date night" associated to Valentine's Day is celebrated in Christmas Eve (http://en.wikipedia.org/wiki/Christmas_Eve).[51] (http://en.wikipedia.org/wiki/Valentine%27s_Day#cite_note-50)

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and at the end my gift for you is

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