Since the 1960’s, Valentine’s Day in Japan has been a day for females to give chocolates to males as a confession of romantic feelings for or to their significant others. In recent years, however, the variety of chocolates given has expanded, to such ones as “chocolates for friends” and “chocolates for sharing.” These types of chocolates are for people to express their gratitude for their friends and family.

All you have to do is to set up a virtual post box for virtual chocolates and share it on your social networks. When someone gives you chocolates, you will immediately receive them. Chocolate givers may choose from a selection of KitKat chocolates, and add a 20-character message of affection, gratitude, or joke for the receiver.

To make virtual chocolate exchanges more easy and fun, the service also offered functions such as “give out chocolates to all my friends,” and “chocolate requests” which gave users who communicated actively through this service chances to win actual KitKat chocolates.

Valentine Post started its services on February 1, two weeks before the actual Valentine's Day on February 14. On February 5, with additional promotional activities by YouTube creators, the number of Valentine Post users increased exponentially.