The concept of Valentines Day in Japan is totally different from the west. It's not considered a romantic day for couples, rather is it is a day where guys receive chocolates from every girl they know including sisters, friends, co-workers, students, etc. Then the guys are supposed to give something (usually white chocolates, although it can be other things) in return on “White Day” on the 14th of March.
So while Valentines Day in the west is a boom day for florists, in Japan it's a boom day for the chocolate makers. I guess because Easter is not really celebrated in Japan, the chocolate makers caught hold of Valentines Day.
Now, I can handle receiving lots of chocolates, cause I'm a chocoholic (especially during the cold winter here in Japan), but the old romantic in me wants to give Ritsuko something for Valentines Day. So I bought her some fancy chocolates (pictured). I'm just wondering what the sales people at the shop thought of a guy buying Valentines Chocolates...