Thanks to a concentrated marketing effort, Valentine's Day has emerged in Japan and Korea as a day on which women, and less commonly men, give candy, chocolate or flowers. It has become an obligation for many women to give chocolates to all male co-workers. In Japan this is known as giri-choko (義理チョコ), from the words giri ("obligation") and choko, ("chocolate"). This contrasts with honmei-choko; 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".

By a further marketing effort, a reciprocal day called White Day has emerged. On March 14, men are expected to return the favour to those who gave them chocolates on Valentine's Day. Originally, the return gift was supposed to be white chocolate or marshmallows; hence "White Day". However, lingerie and jewelry has become a common gift.