White Day, a uniquely Japanese custom, began in 1978 when the National Confectionery Industry Association designated March 14—exactly one month after Valentine's Day—as a day for men to return gifts, specifically candies, received on Valentine's Day. While Valentine's Day is typically a day to gift flowers to cherished people regardless of gender in many countries, it became a tradition in Japan for women to present chocolates to men. Another theory attributes the creation of White Day to a traditional confectionery shop that introduced "Marshmallow Day," inspired by a women's magazine submission.
In 1980, the first campaign titled "White Day" was held at a department store in Ginza, Tokyo. The event featured candies, marshmallows, and sweets as return gifts. The term "White Day" is believed to symbolize purity, aligning with the association between white and sincere affection.
True to the Japanese spirit of reciprocity, young men who received chocolates felt compelled to return the favor. This natural emergence of "return gifts" eventually gained recognition. There are different theories about how it officially became White Day. One theory credits the National Confectionery Industry Association, which promoted White Day to boost sales of candies. Another suggests a confectionery shop in Fukuoka began selling white marshmallows specifically for White Day gift-giving.
Why "White"?
Why is it called "White Day"? The most common explanation is that white symbolizes pure love. At the time of its inception, both Valentine's Day and White Day were viewed as events mainly for young people, making white a fitting symbol for fresh, innocent romance. Other theories point to the color of sugar, the primary ingredient for candies, or the color of marshmallows.
The establishment of White Day was largely successful because it harmonized well with Japan's cultural value of returning favors.
Why March 14?
Some speculate that March 14 was chosen because it falls a month after February 14, the day Saint Valentine was martyred. Another theory suggests that selecting a month later was simply a practical marketing decision, making it easy to remember.
The Evolution of White Day
Initially, the custom involved gifting marshmallows filled with chocolate, symbolizing "softly wrapping and returning the giver's feelings." Over time, the tradition expanded, with men giving handkerchiefs, flowers, and other gifts beyond sweets. White Day became widely accepted due to Japan's deeply rooted culture of reciprocation, where returning a favor is seen as a matter of courtesy.
Similar Days Abroad
In Europe and other regions, spring events such as "Flower Day," "Cookie Day," and "Marshmallow Day" exist, where friends and couples exchange gifts. However, these are not linked to Valentine's Day. Japan stands out as the only country with a formal day dedicated to returning gifts. In the U.S., Valentine's Day is a celebration of love and appreciation. Gifts such as sweets, flowers, and balloons are exchanged between husbands and wives, men and women, classmates, and even teachers. However, there's no specific day dedicated to returning Valentine's gifts as in Japan.
South Korea, influenced by Japan, has also adopted White Day. Interestingly, it has evolved there, with men sometimes using the day to boldly confess their feelings, even if they didn't receive chocolates.
White Day serves as a reminder of Japanese culture's unique appreciation for relationships and thoughtful gestures, offering a chance to reciprocate heartfelt expressions with sincerity.In China, Valentine's Day is called Qingrenjie (情人節), while White Day is known as Baise Qingrenjie (白色情人節). Unlike Japan, gifts on both days are typically given by men to women, usually to wives or romantic partners rather than friends.
Interestingly, a month after White Day, China observes a unique event for singles called "Black Day." People who didn't receive gifts on Valentine's or White Day gather, dress in black, and eat black-colored foods such as black bean noodles (jajangmyeon) to commiserate.
White Day in Japan: Thoughtfulness and Gratitude
The acceptance and popularity of White Day in Japan can be attributed to the nation's strong cultural emphasis on reciprocity and courtesy. On this day, people thoughtfully select gifts to express gratitude to those who showed affection on Valentine's Day.
Finding a meaningful gift and considering its symbolic value adds to the charm of this day. Wishing everyone a Happy White Day!
