Nihon Keizai Shimbun
In Japan in February 2018, Godiva took out a full-page ad in the Nihon Keizai Shimbun financial newspaper, suggesting the retirement of the giri choco practice. As part of this practice, women are expected to buy chocolate for their colleagues, friends, bosses and sometimes family members on Valentine's Day. The public's reaction to the ad was generally seen as favorable.