Morinaga & Company, Ltd. (森永製菓株式会社, Morinaga Seika Kabushiki-gaisha) is a confectionery company in Tokyo, Japan, in operation since 1899. Their products include candy and other confectioneries. Morinaga has had Ayumi Hamasaki and Mao Asada appear in their commercials, and in the past has used stars such as the Carpenters to advertise their products. In 1960, the company advertised that women should give chocolates to men on Valentine's Day. This action strongly influenced the present culture of Valentine's Day in Japan. Moreover, in 2009, the company made chocolates for men to give women, which are called Gyaku-choco.