According to the folks at Chocokure, the era of men patiently waiting for Valentine's chocolates is over. Now they can stand up and be counted by demanding chocolates from the woman they love. If something seems a bit skewed about this picture, it’s important to remember that in Japan it’s customary for men to receive chocolates from their sweethearts or colleagues, not vice versa. (The favor is returned on White Day, March 14.) The idea of demanding chocolates via social networking platforms, however, is brand new.

A witty little one-off service for Valentine’s Day, men type in the Twitter username of the lady they wish to demand chocolates from, then enter their address and telephone number. A cheeky tweet is then sent that roughly translates as, “Choco please. Pretty pretty please.” A link on the tweet takes the lady to a page where she can click on either the “Present” button, or “Sorry.” If she is obliging she can then pay ¥500 by credit card and, presto, the requested chocolates will be sent.

The ¥500 "one coin" choco is a pretty popular price range with women purchasing giri (obligitary gift) chocolates for co-workers, but when it comes to really satisfying the man you love, nothing beats posh chocs from a department store. So unless you're sure your girlfriend is in danger of forgetting this important occasion, it might be wise to hold out and drop some heavy hints instead.