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 to people they like. This has become an obligation for many women. Those who work in offices end up giving chocolates to all their male co-workers, sometimes at significant personal expense. This chocolate is known as giri-choko (義理チョコ), in Japan, from the words giri ("obligation) and choko, a common short version of chokorēto (チョコレート), meaning "chocolate". This contrasts with honmei-choko, which is given to a person someone loves or has a strong relationship with. Friends, especially girls, exchange chocolate that is referred to as tomo-choko (友チョコ); tomo means "friend" in Japanese.
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. Many men, however, give only to their girlfriends. Originally, the return gift was supposed to be white chocolate or marshmallows; hence "White Day". However, men have taken the name to a different meaning and lingerie has become a common gift.
In Korea, there is an additional Black Day on April 14, when males who did not receive anything for Valentine's Day gather together to eat Jajangmyun (Chinese-style noodles in black sauce). In South Korea, there is also Pepero Day, celebrated on November 11, during which young couples give each other romantic gifts.
In Chinese Culture, there is a similar counterpart of the Valentine's Day. It is called "The Night of Sevens", on the 7th day of the 7th month of the lunar calendar; the last one being August 30, 2006. A slightly different version of this day is celebrated in Japan as Tanabata, on July 7th on the solar calendar.
In Persian Culture (Iran) this popular date is discreetly celebrated by most lovers despite the disapproval of such occasion by the hardline Islamic government as a copycat of the West.
According to Jewish tradition the 15th day of the month of Av - Tu B'Av (usually late August) is the festival of love (hag haahava). In ancient times girls would wear white dresses and dance in the vineyards, where the boys would be waiting for them (Mishna Taanith end of Chapter 4). In modern Israeli culture this is a popular day to pronounce love, propose marriage and give gifts like cards or flowers.
In Brazil, there is no Valentine's Day. Instead, Dia dos Namorados (lit. "Day of the enamored", or "Boyfriend's/Girlfriend's Day") is celebrated on June 12, when couples exchange gifts such as chocolates, cards and usually a flower bouquet. This day is chosen probably because it is the day before the Saint Anthony's day, known there as the marriage saint, when many single women perform popular rituals in order to find a good husband (or nowadays, a boyfriend).
In Colombia, the Día del amor y la amistad (lit. "Love and Friendship Day") is celebrated on the third Friday and Saturday in September, because of commercial issues. In this country the Amigo secreto ("Secret friend") tradition is quite popular, which consists of randomly assigning to each participant a recipient who is to be given an anonymous gift (similar to the Christmas tradition of Secret Santa).
In Mexico, the Día del amor y la amistad is celebrated similar to Colombia but this one falls on February 14.
In Finland, Valentine's Day is called Ystävänpäivä which translates into "Friend's day". As the name says the day is more about remembering your friends than your loved ones.
In Slovenia, a proverb says that "St Valentine brings the keys of roots" so on 14th February plants and flowers start to grow. Valentine's Day has been celebrated as the day when the first works in the vineyards and on the fields commence. It is also said that birds propose to each other or marry on that day. Nevertheless, it has only recently been celebrated as the day of love. The day of love is traditionally 12 March, the Saint Gregory's day. Another proverb says "Valentin - prvi spomladin" ("Valentine — first saint of spring"), as in some places (especially White Carniola) Saint Valentine marks the beginning of spring.
In Romania, the traditional holiday for lovers is Dragobete, which is celebrated on February 24. It is named after a character from Romanian folklore who was supposed to be the son of Baba Dochia. Part of his name is the word drag ("dear"), which can also be found in the word dragoste ("love"). In recent years, Romania has also started celebrating Valentine's Day, despite already having Dragobete as a traditional holiday. This has drawn backlash from many groups, particularly nationalist organizations like Noua Dreaptǎ, who condemn Valentine's Day for being superficial, commercialist and imported Western kitsch.
In Norway, Valentines Day is known as Valentinsdagen. It is not celebrated to a large extent, but some people take time to be romantic with their partner, or send a card to a secret love.
Valentines Day also has regional traditions in the UK. In Norfolk a character called 'Jack' Valentine knocks on the rear door of houses leaving sweets and presents for children. Although leavings treats, many children were scared of this mystical person.
