In Japan, there's a decades-old tradition that women give chocolates to all the men they know on Valentine's Day.
Female workers in the island nation are expected to give "Giri Choco," known as obligation chocolates, to male coworkers on Feb. 14. They are also expected to buy "Honmei Choco" for someone they love or have a crush on. But these days, Japanese women are rebelling against that custom.
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Japan consumed nearly $5.5 billion worth of the chocolate in 2017, and Valentine's Day now accounts for a quarter of Japan's yearly chocolate sales.
A recent survey found that nearly two thirds of Japanese women, 65 percent, say they will only be buying Valentine's Day chocolate for themselves. Only 35 percent say they will be giving chocolates to their male colleagues.