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In the second half of the twentieth century, the practice of exchanging cards was extended to all manner of gifts, usually from a man to a woman.Such gifts typically include roses and chocolates packed in a red satin, heart-shaped box. In the 1980s, the diamond industry began to promote Valentine's Day as an occasion for giving jewelry. The day has come to be associated with a generic platonic greeting of "Happy Valentine's Day." As a joke, Valentine's Day is also referred to as "Singles Awareness Day." In some North American elementary schools, children decorate classrooms, exchange cards, and eat sweets. The greeting cards of these students often mention what they appreciate about each other.
In Guatemala, Valentine's Day is known as "Día del Amor y la Amistad" (Day of Love and Friendship). Although it is similar to the United States' version in many ways, it is also common to see people do "acts of appreciation" for their friends.
In Brazil, the Dia dos Namorados (lit. "Day of the Enamored", or "Boyfriends'/Girlfriends' Day") is celebrated on June 12, when couples exchange gifts, chocolates, cards and flower bouquets. This day was chosen probably because it is the day before the Festa junina’s Saint Anthony's day, known there as the marriage saint, when traditionally many single women perform popular rituals, called simpatias, in order to find a good husband or boyfriend. The February 14's Valentine's Day is not celebrated at all, mainly for cultural and commercial reasons, since it usually falls too little before or after Carnival, a major floating holiday in Brazil — long regarded as a holiday of sex and debauchery by many in the country — that can fall anywhere from early February to early March.
In most of South America the Día del amor y la amistad (lit. "Love and Friendship Day") and the Amigo secreto ("Secret friend") are quite popular and usually celebrated together on the 14 of February (one exception is Colombia, where it is celebrated on September 20th). The latter consists of randomly assigning to each participant a recipient who is to be given an anonymous gift (similar to the Christmas tradition of Secret Santa).
Thanks to a concentrated marketing effort, Valentine's Day is celebrated in some Asian countries with Singaporeans, Chinese and South Koreans spending the most money on Valentine's gifts.
In Japan, it has become an obligation for many women to give chocolates to all male co-workers. This is known as giri-choko, from the words giri ("obligation") and choko, ("chocolate"). This contrasts with honmei-choko; chocolate given to a loved one. Friends, especially girls, may exchange chocolate referred to as tomo-choko; from tomo meaning "friend". By a further marketing effort, a reciprocal day called White Day has emerged. On March 14, men are expected to return the favour to those who gave them chocolates on Valentine's Day. Originally, the return gift was supposed to be white chocolate or marshmallows; hence "White Day". However, lingerie and jewelry have become common gifts.
In South Korea, women give chocolate to men on February 14, and men give non-chocolate candy to women on March 14. On April 14 (Black Day), those who did not receive anything on the 14th of Feb or March go to a Chinese restaurant to eat black noodles and "mourn" their single life. Koreans also celebrate Pepero Day on November 11, when young couples give each other Pepero cookies. The date '11/11' is intended to resemble the long shape of the cookie. The 14th of every month marks a love-related day in Korea, although most of them are obscure. From January to December: Candle Day, Valentine's Day, White Day, Black Day, Rose Day, Kiss Day, Silver Day, Green Day, Music Day, Wine Day, Movie Day, and Hug Day.
In China, the common situation is the man gives chocolate, flowers or both to the woman that he loves.