Support Chocolates for girls’ empowerment on Valentine’s day

Plan International (herein after ‘Plan’) is a public foundation based in Tokyo It is committed to solving issues related to children’s rights, and helping children around the world to live without poverty, violence or injustice. Plan is collaborating with OTEKOMACHI, a Japanese web magazine for working women, and Matsuya which is a well-known department store in Tokyo, for Valentine’s day to support the empowerment of girls. It is the second time since 2019 for the three parties to run the #SapoChoco event (short for Support Chocolates) in Tokyo.

Matsuya is a long-established department store. Its store in Ginza, Tokyo’s most high-end commercial district, will donate part of its sales from chocolate bars sold at Valentine’s day pop-up event. The fund will be used for the ‘Because I am a Girl’ project, also organized by Plan. It aims to transform girls’ lives through education. This project began in 2012 in numerous countries, and has supported thousands of girls in developing countries to get education. #SapoChoco is supporting these girls through the purchase of chocolate.

Many girls in developing countries still get less or no education, forced to marry under the age of 18, discriminated or become victims of sexual violence “because they are girls.” However, according to a study by the World Bank, one additional year of education can increase a girl’s income in the future by 10-20%, bringing health and richness to her life. And it will have positive impact on the community, because girls’ empowerment influences the nation’s economic growth. Also, if mothers finish school, they are likely to let their children go to school too, therefore affecting the next generation.

Valentine’s day is a world-known event celebrated in many countries, but Japan has a unique tradition of celebrating the day that differs from other countries. There are three types of chocolates gifted on Valentine’s day in Japan. First, girls send chocolate to someone she likes, which is called ‘Honmei choco.’ The next one is the opposite of ‘Honmei choco’, often called ‘Giri choco.’ ‘Giri’ is a Japanese word meaning obligation or duty. Girls send chocolate as a token of appreciation or friendship to many boyfriends, colleagues or classmates. The third category is ‘Tomo choco’, literally meaning chocolate for friends. Japanese girls enjoy the event by sending chocolates to each other. Like so, Valentine’s day is typically an event for girls to purchase and send chocolates, and a lot of girls enjoy choosing chocolates as well as receiving them. #SapoChoco could become another common category of Valentine’s day chocolate in Japan. And it can be sent as any type of chocolate; Honmei choco, Giri choco or Tomo choco.

#SapoChoco offers Japanese girls a great chance to participate in the empowerment and support of girls around the world. One bar of chocolate can become a gift for someone dear, and also for girls who needs the support to go to school.

Chocolates will be sold at Matsuya Ginza from February 5-14, at ‘Ginza Valentine World’ pop-up event on the 8th floor.