What is some of the etiquette surrounding Valentine's Day gift giving in Japan?

You can find Japanese etiquette regarding Valentine's Day here:

http://www.tanutech.com/japan/valentine.html

Basically, women give men gifts on Valentine's Day, February 14. On White Day, exactly a month later, March 14, men give back to the women.

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What is some of the etiquette surrounding gift giving in Japan?