In today's world, Valentine's Day customs include lovers expressing their love by gifting each other flowers, general gifts, letters, and going out on dates. However, Japan has a unique type of Valentine's day, where the women are the ones that give chocolates to men. Specifically, there are two types of chocolates that women can provide. One is called a "honmei-choco" (chocolate of love), where the chocolate is usually hand-made, which is a sign that she loves that person. The other type is called a "giri-choco", which is like a courtesy chocolate for their close friends. So technically, if a girl gives you a "giri-choco", you are friend-zoned…
Then one month later, there is a day called White Day (March 14), when the men are expected to return the gifts to their lady. However, it tends to be more expensive than the gifts that the women give them. I guess you can position yourself as superior when you give your lady an expensive gift. Returning a gift of equal value to Valentine's gift is considered a way to say that you are ending the relationship. White day used to give back chocolates, but people now gift jewelry, clothing, and lingeries.