In Western countries, the custom is almost completely opposite. Traditionally, men give a romantic gift – flowers, jewellery, lingerie, perfume, or chocolate – to their special girlfriend. Recently, couples often exchange gifts over a romantic dinner. In many ways, Saint Valentine’s Day in the West is a lot like Christmas Eve in Japan.
Saint Valentine’s Day was first promoted in Japan by chocolate companies. After many unsuccessful attempts to motivate men to buy chocolates for their lady friends, the chocolate companies targeted the ladies instead, creating a unique [special/one of a kind], Japan-only version of the popular international holiday. “White Day “ is a Japanese creation, celebrated nowhere else in the world.