Pre-Valentine’s Day chocolate madness

With only one day left before Valentine’s Day, the chocolate buying rush has reached a frenzied pitch. An unfortunately timed visit to the food department in Tokyo’s high-end Isetan department store proved the madness.

The most popular chocolate companies set up Disneyland style ropes in an attempt to keep the peace. By far the longest line was for Jean-Paul Hevin at 30 minutes.

Godiva and Armani Dolce also had substantial queues, proving that brand appeal carries all the way to sweets.

A box of eight chocolates from Jean-Paul Hevin (pictured left) goes for ¥3,780, which wouldn’t be so bad if you were only buying one. Recently women feel pressure to buy giri-choco (pictured right), or obligation chocolate, for male co-workers and friends, those these guys usually wind up with something a little bit cheaper. The recipients of the chocolate, giri or otherwise, are expected of course, to reciprocate the following month. Consider it a chocolate investment.