Japanese women fight for their Valentines

Elbowing each other in the stampede to buy Valentine's Day chocolate for the men in their lives, Japanese women brought stores to a standstill Saturday.

In Japan, the menfolk do sweet nothing on February 14 while the women do battle in heaving aisles, loading up on confectionery treats for the object of their desire.

If they are lucky, the guys will reciprocate on White Day in March, when traditionally they give a white gift, from sweets to lingerie.

"My feet hurt, my arms hurt, and my head hurts!" winced Kana Shimizu, clutching two dainty bags of Belgian chocolate that cost more than 10,000 yen ($90) at a plush store in Tokyo's Ginza district.

"This one is for my boyfriend, the other one is for me. I don't want him having all the fun."

Having splurged on "honmei" (true love) chocolate, the 27-year-old hair stylist raced off to find somewhere less upmarket to buy "giri" (obligation) treats for her male work colleagues.

"They can make do with cheap chocolate," she laughed. "No, seriously. It's such a pain every year."

Entire floors of Japan's cavernous department stores are dedicated to Valentine's Day, showcases brimming with heart-shaped goodies by international chocolatiers.

"I'm here with my wife," said 42-year-old architect Riki Taniguchi. "I've got my eye on the Belgian chocolate but I'm not sure she thinks I deserve it."

Valentine's Day first appeared in Japan in the late 1950s as the economy picked up steam after the devastation of World War II and Western products were highly prized as the country acquired a taste for sophistication and luxury.