World’s largest chocolate billboard for Valentine’s Day set Guinness World Record by Meiji Seika Kaisha Ltd.
A Japanese confectionery factory in Takatsuki, Osaka Prefecture has erected the world’s largest chocolate bar billboard for Valentine’s Day.
Meiji Seika Kaisha, Ltd makes chocolate and other products and the billboard has been erected outside the factory to catch the eye of train passengers on the JR Tokaido Line and the Hankyu Kyoto Line.
The billboard measures 166m in width, is 28m high and consists of 43 plastic blocks that look like chocolate and also light up.
Meiji Seika Kaisha Ltd have applied to Guinness World Records for the billboard to be registered as the world’s biggest advertising board made of plastic.
Namiko Abe has written an article about Valentine’s Day customs in Japan on About.Com and reports:
“In Japan, it is only the women who give presents (mainly chocolates) to men. Japanese women are usually too shy to express their love. (Though it might not be true nowadays.) Therefore, Valentine’s Day was thought to be a great opportunity to let women express their feelings.”
Japanese companies, such as Meiji Seika Kaisha Ltd , have fully capitalized on this to boost their sales. Chocolate companies in Japan sell more than half of their annual sales during the week before Valentine’s Day.
Men are supposed to return the favor of a Valentine’s gift one month later on March 14, “White Day”. This day is unique to Japan and the most popular gifts are usually jewelry, flowers and soft animal toys.
Meiji Seika Kaisha, Ltd will light up the largest chocolate bar billboard in the world each night between Feb 11 and 14.