Thanks to a concentrated marketing effort, Valentine's Day has emerged in Japan and Korea as a day on which women, and less commonly men, give candy, chocolate or flowers to people they like. This has become an obligation for many women. Those who work in offices end up giving chocolates to all their male co-workers, sometimes at significant personal expense. This chocolate is known as giri-choko (義理チョコ), in Japan, from the words giri ("obligation") and choko, a common short version of chokor?to (チョコレート), meaning "chocolate". This contrasts with honmei-choko, which is given to a person someone loves or has a strong relationship with. Friends, especially girls, exchange chocolate that is referred to as tomo-choko (友チョコ); tomo means "friend" in Japanese.