White Day
In its own language: ホワイトデー
March 14 gift-giving day in Japan and East Asia, one month after Valentine's Day
White Day is a yearly event on March 14 in Japan and several East Asian countries. On this day, men give gifts such as white chocolate, sweets, or accessories to women who gave them presents on Valentine's Day, following a custom that began in Japan in 1978.
- White Day is held every March 14, a month after Valentine's Day
- Men give gifts such as white chocolate and sweets to women
- The custom began in Japan in 1978 and spread across East Asia
- Return gifts are often expected to be worth two or three times the original
- White Day is observed in Japan, China, South Korea, Taiwan, and Vietnam
What is White Day?
White Day is a cultural event where men give gifts to women, usually in response to presents they received on Valentine's Day. Typical gifts include white chocolate, marshmallows, candies, cookies, and sometimes accessories or flowers. The day is marked by exchanges between romantic partners, friends, and coworkers, and is recognized by themed displays in shops.
Where does White Day come from?
White Day started in Japan in 1978, introduced by the National Confectionery Industry Association as a way for men to return gifts received on Valentine's Day. The idea was inspired by a Fukuoka confectionery that promoted marshmallows for men to give in March. The event quickly grew, with confectioners marketing white chocolate and other white-themed gifts. Over time, the custom spread to other East Asian countries.
How White Day is made
On March 14, men select and give gifts to women who gave them chocolate or other presents a month earlier. Gifts often include white chocolate, marshmallows, cookies, or small accessories. The value of the return gift is sometimes expected to be two or three times the original, a practice known as 'sanbai kaeshi.' Shops prepare special displays and products for the occasion.
When and where White Day is used
White Day is observed mainly in Japan, China, South Korea, Taiwan, and Vietnam. It is celebrated by people of all ages, especially in schools and workplaces, and involves exchanging gifts as a sign of appreciation, affection, or social courtesy. The day is less about romance alone and more about reciprocating kindness or obligation.
Forms of White Day
While White Day began in Japan, its observance in other countries like China, South Korea, and Taiwan is similar, though local customs and gift preferences may vary. In some places, the focus may be more on romantic partners, while in others, friends and colleagues also take part. The types of gifts can differ by region.
What White Day means
White Day reflects changing social customs in Japan and East Asia. It was created as a counterpart to Valentine's Day, emphasizing reciprocity in gift-giving. The tradition has become less popular in recent years, partly due to shifts in gender roles and a decline in obligatory gift-giving. Still, it remains a notable part of spring celebrations in several countries.
Questions people ask about White Day
Where did White Day originate?
White Day began in Japan in 1978, created by the National Confectionery Industry Association as a day for men to return gifts to women who gave them presents on Valentine's Day.
What kinds of gifts are given on White Day?
Popular gifts include white chocolate, marshmallows, candies, cookies, and sometimes accessories or flowers. The gifts are meant to reciprocate what was received on Valentine's Day.
Which countries celebrate White Day?
White Day is observed in Japan, China, South Korea, Taiwan, and Vietnam, with similar customs in each country.
How is White Day different from Valentine's Day?
On Valentine's Day, women typically give gifts to men. On White Day, one month later, men return the gesture by giving gifts to women who gave them presents.
Is White Day still popular?
White Day has seen a decline in popularity in recent years, partly due to changing social norms and a decrease in obligatory gift-giving.
Good reading and sources
The facts on this page come from the Wikipedia article "White Day", written by its contributors and used under the CC BY-SA 4.0 licence, and from its Wikidata record (CC0). Phool rewrote the text in its own words, with AI assistance, and compares every page with the article to make sure no passage is copied. It may be reused under the same CC BY-SA 4.0 licence with a link back.
It may contain mistakes. If something is wrong, tell us. Last refreshed 2026-10-03.
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