The Day for Men to Show They Care

Much of the world celebrates Valentine’s Day on February 14, but in Japan and other East Asian countries, the lovefest continues on March 14 with an occasion known as White Day.

White Day is a reciprocal holiday. It’s the day when men give gifts to their female partners, since women in many Asian countries are traditionally the primary gift-givers on Valentine’s Day. Men, who typically receive chocolates, are expected to "return the favor" on White Day with gifts of greater value. Popular choices include white chocolate, jewelry, candles, and other thoughtful items.

White Day was created by the National Confectionery Industry Association in the late 1970s as a response to Valentine’s Day. It was named "White Day" because gifts such as white chocolate and marshmallows were said to symbolize the purity of returning affection.

White Day is not limited to romantic partners. Acquaintances and coworkers also exchange gifts, though usually at lower price points. In Japan, "true love" chocolates are given to romantic partners, while "obligation chocolates" are given to acquaintances and colleagues.

The emergence of White Day coincided with the rising popularity of Valentine’s Day in Japan during the 1970s. Sales declined in the late 2010s, partly due to shifting views on gender roles. However, the tradition has gained a following in China, South Korea, Taiwan, and Vietnam and continues to be celebrated throughout Japan each year on March 14.