In Japan it is women who shower their men with gifts that represent their affection. At $11 billion in sales, chocolate is a go-to choice for Valentine's Day. But not all chocolate gifts are created equal, though. If you happen to be a male colleague of a Japanese lady, it's highly unlikely she'll shell out big yen for you. The more expensive chocolates are reserved for the hommei (which means true love in Japanese), usually their husband or lover.