Every February 14th, women across Japan give chocolates to the men in their lives. But the story doesn't end there — exactly one month later, it's time for the men to give back. Welcome to White Day, Japan's charming, candy-filled answer to Valentine's Day.
What Is White Day?
White Day is a holiday celebrated annually on March 14th — exactly one month after Valentine's Day. Unlike the mutual gift exchange common in Western countries, Japan splits the occasion into two separate events. On Valentine's Day, women give chocolates and gifts to men. On White Day, the roles reverse: men are expected to return the favor with gifts of their own.
The holiday is observed not just in Japan, but has spread to other East Asian countries including South Korea, Taiwan, China, and Vietnam, where the cultural emphasis on gift reciprocation resonates strongly.
The History of White Day: How It All Began
There are two popular origin stories for White Day — and both involve candy companies.
Theory 1: The Confectionery Industry's Master Plan
In 1978, Japan's National Confectionery Industry Association officially launched White Day as an "answer day" to Valentine's. Confectionery companies spotted a golden commercial opportunity: Valentine's Day in Japan only had women buying gifts. Why not create a holiday where men had to shop too?
Theory 2: The Letter That Started It All
The more romantic origin story begins with a letter written to a Japanese women's magazine in 1977. A woman lamented the one-sidedness of Valentine's Day, writing: "Why don't they give us something? A handkerchief, candy, even marshmallows…"
An executive at Ishimura Manseido, a confectionery company based in Fukuoka, read the letter and was inspired. He asked female employees to choose a date — they unanimously picked March 14th, one month after Valentine's Day. The company created a new sweet made of marshmallow paste stuffed with chocolate, and launched "Marshmallow Day" with the poetic slogan: "I would like to take the chocolate I received from you and wrap it with my white heart."
The name was later broadened to "White Day" to be more inclusive, while still nodding to its fluffy marshmallow roots. By the 1980s, the holiday had gone nationwide.
Why Is It Called "White Day"?
The name carries several layers of meaning:
- White marshmallows were the original gift that inspired the holiday
- In Japanese culture, white symbolizes purity, innocence, and sincere love
- The color evokes sugar — the main ingredient in the sweet gifts exchanged
- White was also associated with a clean, wholesome kind of affection, distinct from the more passionate reds of Valentine's Day
White Day Gift Traditions & Etiquette
The "Triple the Return" Rule
One of the most well-known White Day customs is sanbai gaeshi (三倍返し), which roughly translates to "triple the return." Men are traditionally expected to give gifts worth two to three times the monetary value of what they received on Valentine's Day. That means a box of supermarket chocolates could obligate a man to return with fine jewelry or a luxury dessert!
Types of Gifts
Traditional White Day gifts include:
- White chocolate and marshmallows
- Candy, cookies, and macarons
- White accessories like jewelry, bags, and lingerie
- Hand creams, bath products, and other lifestyle gifts
Interestingly, different gifts are said to carry different hidden meanings in Japanese culture. Macarons signal "you are special," hard candy suggests wanting a relationship to last, and gummy candy... is best avoided, as it reportedly signals disinterest.
Workplace Gifting
White Day isn't just for romantic partners. In Japanese offices, it's also customary for male coworkers or managers to collectively purchase return gifts for female staff who gave them giri-choco (義理チョコ) — "obligation chocolates" — on Valentine's Day.
Fun Facts About White Day 🍬
- It almost had a different name. The holiday was originally called "Marshmallow Day" before being rebranded. Some early versions were also marketed as "Cookie Day" and "Flower Day."
- It was invented just 3 years after Valentine's Day caught on in Japan. Valentine's Day didn't become widely popular in Japan until the 1970s, making White Day a very rapid cultural follow-up.
- Japan has an unofficial "Black Day" neighbor. In South Korea, April 14th is "Black Day" — for people who received no gifts on either Valentine's Day or White Day. They dress in black and eat jjajangmyeon (black bean paste noodles) as comfort food.
- The holiday is tied to Japan's gift-giving culture. White Day is deeply rooted in the Japanese concept of okaeshi — the cultural practice of returning gifts received. It's not just romance; it's social obligation.
- It was once worth nearly $500 million. At its peak in 2014, White Day had an estimated market size of ¥73 billion (approximately $494 million). By 2021, that figure had dropped to around ¥24 billion (~$162 million).
- Marshmallows carry a secret warning. Because the original White Day marshmallow concept was about "wrapping up" the received chocolate, some people interpret receiving marshmallows as a sign of rejection. When in doubt, add a card!
Is White Day Still Popular Today?
White Day is showing signs of declining popularity in recent years. Shifting gender roles, growing fatigue over obligatory gift-giving, and the decreasing practice of giri-choco on Valentine's Day have all contributed to a shrinking market. A 2019 survey found that 60% of Japanese women preferred to buy chocolates as personal treats rather than giving them to men — reducing the "trigger" for White Day gifts in the first place.
Some companies have even banned giri-choco in the workplace to reduce perceived social pressure on employees.
That said, the holiday remains alive and well among younger couples and romantic partners, and department stores still roll out elaborate White Day displays every March.
How to Celebrate White Day
Whether you're in Japan or just want to embrace the tradition at home, here are some ideas:
- Give white chocolate — the classic choice, widely available in specialty shops in March
- Make a homemade treat — cookies, marshmallows, or macarons go a long way
- Go big on presentation — elegant packaging is a key part of Japanese gift-giving culture
- Pair with a heartfelt note — especially if you're giving marshmallows (see fun fact #6!)
- Plan a special date — a memorable experience counts just as much as a physical gift
Final Thoughts
White Day is a uniquely Japanese holiday that flips the Valentine's Day script — and adds a whole extra month of romantic (and commercial) anticipation. Whether you see it as a sweet tradition, a clever marketing invention, or a cultural window into Japanese society, there's no denying it has a charm all its own.
So if someone gave you chocolate on February 14th — the clock is ticking. March 14th is your chance to return the love. Just remember: triple the return.
