Hey Schoolgirls! Giving You Chocolate!

With Valentine's Day just around the corner, Konami thought a good way to promote its Nintendo DS title Love Plus would be to have girls in school uniforms hand out chocolate snacks to random men.

Wrapped bags with the Pocky snack were distributed today, and the snacks come with a card that can be used with a web cam display an augmented reality message.

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If you notice in the gajillion pictures Famitsu.com took of the event, the girls are only giving chocolate to men. In Japan, chocolate is given to men by women — though some confectionary companies are trying to launch a "reverse Valentine's Day" tradition and encourage men to give chocolate to women.

Men give chocolate to women a month later on White Day, which is March 14. It is called "White Day" because it was originally started by marshmallow makers in hopes of increasing marshmallow sales as buying chocolate was considered "girly". These days, nobody gives marshmallows.

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My six year-old son is counting down the days to Valentine's Day, hoping that he will get chocolate from a girl or two. Konami is tapping directly into that nostalgic feeling with this campaign. Brilliant!

都内で『ラブプラス』バレンタインデー大作戦実施中! - ファミ通.com
『ラブプラス』よりバレンタインのお知らせ [Kotaku Japan]

Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
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Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
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Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
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Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
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Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
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Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
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Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
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Illustration for article titled Hey Schoolgirls! Giving You Chocolate!
Illustration for article titled Hey Schoolgirls! Giving You Chocolate!

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DISCUSSION

I live here. Rant.

The "Baurentine Day" tradition of girls give, boys receive seems charmingly idiosyncratic from afar but is kind of grotesque in action.

Young boys and the utter shit they dish up to their mothers is hard enough to watch any day of the year, but on Valentine's Day it's like someone shook the hive, with boys demanding whatever the hell because they see other kids getting whatever the hell. It's mini-Christmas, no mistake, and it's mothers who give the most consistently and lovingly, for not so much as a thanks (why only two chocco? kaaaa-san! I want a figurine and a DVD and waaaaaaaaaaa, FUCK you mom!)

Between boys and girls, it's gender role indoctrination powered by the soul-crushing engine of cultural homogeny. Peer pressure is hardly the word for it. If it is Japan, it is How Japan Is. Girls give. Girls must give. Mothers here again are a major part, as they saddle their daughters with shit to pass out from daycare days onward, until the age where pubescent and hormonally insane friends team up and coordinate or divvy targets with a lot more in mind (with nonparticipants taking flak in increasingly nasty ways as they get older), while the boys move from straight gift-grabbing and vaguely confused entitlement in elementary school into teasing, sarcastic gratitude and downright meanness in the face of a genuinely sweet gesture as their dicks start to fill out — becoming an eventual power trip and guaranteed pussy score where the pussy does all the work, from introductions and pants-off behind-the-school play to the eventual breakup letter when the girl finally realizes she's been had. These girls foolishly sit back and wait the full month for something to move forward on White Day. That's a helluvan extension of the three-day rule in Western culture...