A Guide to the Origins of White Day
White Day, celebrated annually on March 14, is a holiday observed in Japan, South Korea, Taiwan, and China. It serves as a counterpart to Valentine’s Day, where men return gifts to women who gave them chocolates or presents a month earlier. While widely recognized today, its origins date back only a few decades, rooted in commercial and cultural traditions.
The Origins of White Day
1. Valentine’s Day in Japan and East Asia
The concept of White Day is closely tied to how Valentine’s Day is celebrated in Japan and other East Asian countries. Unlike in Western countries, where couples exchange gifts, Valentine’s Day in Japan (introduced in the 1950s) became a women-give-chocolates-to-men tradition. Women typically give:
Giri-choco (義理チョコ) – "Obligation chocolate" for colleagues, friends, or bosses.
Honmei-choco (本命チョコ) – "True love chocolate" for romantic interests or partners.
However, with women exclusively giving gifts on February 14, the need for a reciprocal day emerged.
2. The Birth of White Day
White Day was officially established in 1978 by Japan’s National Confectionery Industry Association as a way for men to return gifts to women. The idea was first promoted by confectionery companies, with Ishimura Manseido, a Fukuoka-based sweets company, playing a significant role in its introduction. They initially marketed marshmallows as a return gift, leading to the holiday being called "Marshmallow Day" before evolving into White Day.
The name “White Day” was chosen because white symbolizes purity and sweetness. Additionally, white chocolate became a popular gift choice.
How White Day is Celebrated
1. The Rule of “Sanbai Gaeshi” (三倍返し)
One of the key customs of White Day is "Sanbai Gaeshi," meaning that men are expected to return gifts that are two to three times the value of what they received on Valentine’s Day. This practice adds an element of social etiquette and generosity to the holiday.
2. Common White Day Gifts
Unlike Valentine’s Day, where chocolate dominates, White Day gifts vary and may include:
White chocolate (a nod to the holiday’s name)
Cookies (considered a friendly gesture)
Marshmallows (initially popular but later associated with rejection)
Jewelry, handbags, or accessories (for romantic interests)
Handmade gifts (showing sincerity and effort)
3. Cultural Differences in East Asia
Japan: The holiday remains widely commercialized, with major retailers promoting special White Day gift collections.
South Korea: White Day is a major romantic holiday, and men often go all out with elaborate gifts.
Taiwan: The roles are reversed—women are expected to give gifts of higher value than what they received.
China: White Day is recognized but less widely celebrated compared to other romantic holidays like the Qixi Festival.
White Day began as a marketing strategy but quickly became embedded in Japanese and East Asian culture as a significant romantic holiday. It emphasizes the values of reciprocity, appreciation, and thoughtfulness, offering men an opportunity to express gratitude or love in return for Valentine’s Day gifts. While its traditions may evolve, White Day continues to be a key date in the calendar of romance in East Asia.
