Japan: Heart-shaped melons go on sale as part of country's tradition of extravagant fruit gifts

They may have an eye0watering price but these extraordinarily shaped watermelons are expected to do a roaring trade over the summer months as Japanese consumers exchange formal gifts with friends and clients.

Square watermelons, grown in Japan so they could be more easily stacked in shops and fridges, have now been outdone by even more amazing heart- and pyramid-shaped fruits.

However, the melons are not designed to be eaten but to be used as ornaments, AFP reports. They are also not cheap. At Tokyo's Nishimura luxury fruit shop, a square watermelon will set you back $105 (£67).

"This fruit is meant to be a feast for your eyes, but they don't taste very good," the shop's senior managing director Mototaka Nishimura was quoted as saying.

"They should be displayed as ornaments, maybe mixed with flowers."

The prices may be exorbitant but they pale in comparison with the year's luxury brand of strawberry – a single berry costs $415.

The gifting of fruit is common in Japan. In 2008 one wealthy fruit-lover shelled out $25,000 for two cantaloupes at auction.