Did you know that Japan has a second Valentine’s Day called White Day? In Japan, Valentine’s Day has a bit of a twist; the original Valentine’s Day (on February 14) is for women to give chocolates or small gifts to men. These can range from giri-choco (obligatory chocolates for colleagues or friends) to honmei-choco (romantic chocolates for someone special).
Then comes White Day on March 14. On this day, the men who received gifts a month earlier return the gesture by giving presents to the women — often chocolates, sweets, jewelry, or other thoughtful gifts — as a sign of appreciation.
But why is it called White Day, and why is it celebrated in Japan? Keep reading to find out everything you need to know about White Day and how you can give gifts in return to someone!
What is White Day?
Whenever Valentine’s Day comes to mind, we think of love, and its motifs of red and pink, so what in the world is White Day?
White Day, known as ホワイトデー (howaito dee) in Japanese, is the day meant for men who received a gift on Valentine’s Day, to give a gift in return to show their appreciation and tell them, in a way, that they love them. It falls on March 14, exactly a month after Valentine’s Day.
The idea behind White Day is that, rather than exchanging gifts on the same day, women first give the gift to the men on Valentine’s Day, then men return the favor on White Day. White day doesn’t necessarily have to be for a romantic partner or someone with whom you have a romantic interest. As we will see later in the article, you can give gifts depending on your relationship with that person, since the gift itself even symbolizes different intentions or your relationship with the receiver.
History of White Day in Japan
Valentine’s Day in Japan can be traced back to 1936, but it did not become a widely celebrated holiday until around the 1970s, leading to the nation’s unique observation of the holiday. So, this is where White Day comes in.
Around 1977, an executive at a confectionery shop called Ishimura Mansei-do read a women’s magazine article complaining about the fact that women don’t receive gifts on Valentine’s Day. The writer wrote, “Why don’t they (men) give us anything? A handkerchief, some candy… even marshmallows?” to imply that even something as inexpensive as marshmallows would be better than receiving nothing at all.
In response, the store launched a campaign to sell marshmallows as a reverse Valentine’s Day. That birthed the tradition of dedicating a day for men to give a gift in reciprocation to women, observed on March 14.
Interestingly, White Day is first called Marshmallow Day because the store originally wanted to market marshmallow-covered chocolates for men to give as gifts.
But marshmallows weren’t the most popular at the time, so the National Confectionery Industry Association renamed the holiday to White Day a year later. Until this day, the name has stuck. Befitting the theme, white-colored products are a popular choice for gifts, from white chocolates to even lotions.
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How is White Day Celebrated in Japan?
The primary purpose of White Day is to give a gift to girls in reciprocation of the gifts men received on Valentine’s Day. But you don’t have to only give gifts to someone romantically; you can even give a gift to colleagues or friends.
Common gifts generally include chocolate (especially white chocolate), marshmallows, cookies, candy, and even white-themed jewelry and accessories like bags. Generally, gifts would depend on who you are giving them to. So, what gift should you give your girlfriend or crush? And what to give to friends and co-workers?
1. Giving a Gift to a Romantic Partner
Typically, White Day is a holiday for giving a gift in return for a romantic partner or interest who gave a man a 本命チョコ (honmei choco), meaning “true feelings chocolate”, on Valentine’s Day. Oftentimes, men give chocolate, oftentimes white chocolate, to reciprocate feelings for their romantic interest on White Day.
For men, the phrase sanbai gaeshi is often used as a guideline for White Day gifts. Literally meaning “triple the return,” it suggests that the gift a man gives should be worth about three times the value of what he received. For example, if his partner gives a 5,000 yen-worth of chocolate, he should reciprocate by buying a gift that is at least 15,000 yen in value!
Some popular chocolates and confectionery you could get include:
- Premium chocolates or chocolate assortments
- White chocolate (a traditional White Day gift)
- Chocolate truffles or pralines
- Chocolate cakes or dessert sets
It doesn’t have to be just chocolate; white-themed jewelry, accessories, and other products like body care and stationery are also popular gifts for White Day. It’s also popular to take your date to a nice dinner for White Day. Check out our blog to learn Key Phrases for Ordering at a Restaurant.
What Not To Give:
While these might not be universally accepted in Japan, there might be certain gifts that communicate the wrong idea, especially to a crush you haven’t started dating yet.
- Marshmallows: While they were originally used for White Day, since they dissolve in your mouth, they might communicate that your feelings will “dissolve” too.
- Cookies: Cookies are seen as dry, which could communicate a “dry” relationship, leading to your potential romantic interest thinking you just want to be friends.
2. Giving a Gift to Friends and Co-workers
While it’s not a requirement, oftentimes the women will give gifts to all the men in their workplace on Valentine’s Day, and to return the favor, men give gifts on White Day. Generally, the gifts don’t need to be as thoughtful and can just be something simple.
It is common to give chocolates, popular snacks, or non-food items, such as:
- Individually wrapped cookies
- Candy or caramels
- Marshmallows
- Small chocolate boxes
- Hand cream or bath products
- Tea or coffee gift sets
- Small stationery items
Depending on the office, club, or group you’re a part of, you could just chip in, and all the girls are given the same gift. But it’s also common for each of the men to give a gift to one of the women chosen at random. This is often done as a kind gesture to show appreciation for the women you work with. But also note that this isn’t a universal custom for all offices or clubs.
Conclusion: White Day is About Gift Giving
White Day (and Valentine’s Day, too) is a relatively new holiday that primarily has its origins in commercial purposes. So, while it is a popular holiday that can be full of sentiment, not everyone in Japan celebrates it. But it does make for a great opportunity to give a gift to someone, whether it’s your romantic partner, friends, colleagues, or teammates.
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FAQ
What is White Day in Japan?
White Day is celebrated on March 14, one month after Valentine’s Day. In Japan, it’s traditionally the day when people who received chocolates or gifts on Valentine’s Day return the favor by giving sweets or small presents.
How do you celebrate White Day?
People usually give gifts to those who gave them something on Valentine’s Day. Romantic partners may exchange chocolates, cakes, or jewelry, while friends and coworkers often give small sweets or snacks. Some couples also go out for dinner or plan a date.
Do Japanese people often celebrate White Day?
White Day is still widely recognized, especially in schools and workplaces where Valentine’s Day gift-giving is common. However, how seriously people celebrate varies—some exchange thoughtful gifts, while others keep it simple or don’t participate at all.
What gifts should I get for White Day?
What gift you should give would depend on the receiver. For romantic partners, it’s common to give high-quality chocolates or truffles, macarons or specialty desserts, a small bouquet, jewelry, or accessories. On the other hand, it’s common to give friends or colleagues individually wrapped chocolates or candies, cookies or baked goods, small snack boxes, tea/coffee gifts, or cute stationery or small practical items.