In Japan, the ladies pony up the gifts for the man on Valentine’s Day.
The most common gift is chocolate and the two given are called- giri choco and honmei choco.
Giri choco is obligatory chocolate, and in a polite society such as Japan these are neccesary to give to your male co-workers and such.
Honmei choco is the chocolate you give your love. Other gifts may be purchased for Valentine’s Day, but not to the extent of US culture.
The men return the favor one month later on March 14th, White Day!