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Hello everybody! ^^ Here Valentine’s Day comes again!!!! XD Well, I do believe that most of you guys are having a plan to surprise your special person, right? What are you going to give to your special person, flowers, teddy bear, or chocolate? By the way, do you know what the most popular present for boys in Japan is!? Yes! It is chocolate! But why is that?
In fact, giving chocolate to boys in Japan took place in 1983 when the Morozoff Company tried to sell their chocolate by using the concept of giving a present in Valentine’s Day tradition. Then this concept had been developed over and over again until 1958, Mary’s Chocolate, the chocolate shop in Isetan* Department Store, released this campaign again. It was promoted with a new attractive concept “Let’s give boys some chocolate”,and “Give the best to your lovers” The company tried to promote their products in many ways; for example, the chocolate shapes were developed to be more interesting such as “ heart” “ flower” “rose” or “a couple of cupid”. Surely, all girls huddler up to buy chocolate for their couples so this campaign became the starting point of giving chocolate tradition on Valentine’s Day in Japan since that year.
Oh…what do you think about this? I’ve just known about the starting point of giving chocolate to boys in Japan and the story was fantastic! Also it is unbelievable that the tradition or culture can come from the attempt of campaigning and the strategy for selling chocolate! Such a great idea!
P.S: Most of Isetan Department Store’s clients were female on that time.Credit: http://www.dek-d.com/content/lifestyle/18992/การให้ช็อกโกแลตในแดนปลาดิบ-เกิดขึ้นเมื่อไรนะ.php