Cupid's arrows now flying in both directions, as Valentine's Day in Japan undergoes 'major changes'

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Cupid's arrows now flying in both directions, as Valentine's Day in Japan undergoes 'major changes'

The Japanese practice of women gifting sweets to men on Feb 14 can be traced to a specific event held in February 1958, when Mary Chocolate Co Ltd organized a special sales campaign at a department store in Shinjuku, Tokyo. As the practice took root in Japan over the ensuing decades, the market size continued swell, reaching an estimated 126 billion yen in 2019 before…