Vocabulary
Soaring / 急騰している・急上昇している（動詞・形容詞） – rising very quickly
Chocolate prices are soaring this year.
今年はチョコレートの価格が急騰しています。
Line up/ 品ぞろえ（名詞） – a group or selection of products
The shop expanded its dessert line up.
その店はデザートの品ぞろえを拡充させました。
Substitute/ 代替品・代用品（名詞） -Something used instead of another thing
Peas are used as a substitute for cacao.
カカオの代替品としてエンドウ豆が使われています。
Demonstration/ 実演（名詞） – An act of showing how something is done, especially in front of other people.
The chef gave a live demonstration of how to make handmade chocolates.
シェフはその場で、手作りチョコレートの作り方を実演しました。
Self-indulgence/ 自分へのご褒美・ちょっとしたぜいたく（名詞） – Treating yourself to something enjoyable
Buying luxury chocolates became an act of self-indulgence.
高級チョコレートを買うことは、自分へのご褒美になりました。
Article
Valentine’s Day Gifts and Rising Chocolate Prices in Japan
Department stores in Japan are changing their Valentine’s Day gift strategies due to soaring cacao prices. Chocolate has become much more expensive, so companies are offering new options to attract customers.
Some stores are bundling premium chocolates with special experiences, such as chef-led tastings. Others are expanding their selection of non-chocolate sweets like cookies, gummies, and coffee-based confections. Sogo & Seibu doubled its non-chocolate line up and raised chocolate prices by nearly 30 percent. By doing so, the store managed to keep its average gift price the same as last year.
Other department stores are using alternative ingredients instead of cacao. Takashimaya introduced sweets made with pea-based substitutes, while Mitsukoshi Isetan added products with more fruits and nuts and less chocolate.
Some stores are also focusing on experiences rather than products. At Matsuya Ginza, customers can watch live demonstrations or enjoy chocolates prepared in front of them by professional pastry chefs. Although these experiences are expensive, many customers feel they are worth the price.
A recent survey showed that more people plan to buy chocolates for themselves rather than for romantic partners. This suggests that Valentine’s Day in Japan is becoming less about romance and more about self-indulgence.
Source: The Asahi Shimbun
Comprehension Questions
Answer the questions following the article in English.
- What kinds of non-chocolate products are being offered?
- How did Sogo & Seibu manage to keep their average prices the same?
- What alternative ingredients are being used instead of cacao?
- According to the survey, who are people most likely buying chocolates for?
Summary
In your own words, attempt to summarise the article in 4 sentences or less.
Discussion
Discuss these topics with your tutor, and support your answers with examples or experience.
- Do you think Valentine’s Day should be about romance or self-care? Why?
- Would you prefer receiving chocolates or a special experience, such as a tasting event?
- How do rising prices affect the way people celebrate special occasions in your country?
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