What is White Day: Celebrating Love in Japan
Bianca Bache
Love is in the air… in March?! We often think the day of love is February 14th – Valentine’s Day. But that is only half true in Japan, South Korea, and Taiwan. On March 14th, people celebrate a second Valentine’s Day, White Day.
Typically in Western countries, Valentine’s Day is when couples exchange gifts and chocolates with each other over a candlelit dinner. But in Japan and other countries, it works slightly differently! Get ready to fall in love with this unique holiday of love and figure out what White Day is!
What is White Day’s history?
White Day was first introduced to Japan in 1978 by the National Confectionery Industry Association. The idea behind White Day was to encourage men to reciprocate their gifts on Valentine’s Day, which had become increasingly popular in Japan during the 1950s and 1960s.
The name “White Day” is said to have been inspired by a marshmallow commercial that was popular at the time. In the commercial, a girl gives a boy marshmallows on Valentine’s Day and tells him to give her something white in return a month later. The confectionery industry adopted this idea from calling it “Marshmallow Day” to what is now known as White Day.
In the early years, White Day was primarily a day for men to give marshmallows and other white-colored confections to the women in their lives.
However, the gifts became more elaborate as the holiday became more popular. In the 1980s and 1990s, White Day became more commercialized, with retailers promoting the holiday and encouraging consumers to buy expensive gifts. This led to some backlash, with many people feeling that the true spirit of the holiday had been lost!
Valentine’s Day vs White Day
In Japan, the two-part love days, Valentine’s Day and White Day, are distinctly different depending on who gives the gifts. Valentine’s Day is a day for women to give chocolate to the men in their lives.
These chocolates are usually given to express love, appreciation, or friendship. Men who receive these chocolates are expected to reciprocate on White Day, which takes place exactly one month after Valentine’s Day!
Can’t wait to enjoy yourself for a day filled with love? Check out TokyoTreat! Check out TokyoTreat! TokyoTreat sends all kinds of fun Japanese treats right to your door!
What do different chocolates mean?
To fully understand White Day and how it came to be widely accepted in Japan, let’s look at what Valentine’s Day gifts mean! Now, it’s important to note that V-Day is not just for lovey-dovey couples. It is also a day for expressing gratitude and appreciation to friends, colleagues, and family members.
Because of this, several types of chocolate gifts are given out on Valentine’s Day in Japan. Here are a few of the most common types:
- Giri-choco (義理チョコ): This is chocolate that is given to colleagues, acquaintances, or people you don’t have romantic feelings for. It is given out of obligation and not necessarily out of affection.
- Honmei-choco (本命チョコ): This “true feeling” chocolate is given to a romantic partner, spouse, or someone you have romantic feelings for. It is usually accompanied by a heartfelt message expressing your love and devotion.
- Tomo-choco (友チョコ): This is chocolate that is given to friends. It is a way to show appreciation and gratitude for their friendship.
- Jibun-choco (自分チョコ): This is chocolate that is bought for oneself. It is a way to treat oneself and indulge in some self-love.
What are White Day gifts?
In recent years, there has been a shift from the commercialization of the love holiday. With more emphasis on the thought and effort that goes into choosing a gift. Handmade gifts, in particular, have become increasingly popular, with many people seeing them as a way to express their feelings in a more personal and meaningful way. With that in mind, other typical gifts can be given on White Day include:
Lower-cost gifts:
- White chocolate: As the name suggests, white chocolate is a popular gift on White Day! It is seen as a symbol of pure love and is an excellent choice for those who want to keep things simple.
- Flowers: Finally, flowers are always a popular choice for White Day. White flowers like lilies, roses, or orchids are especially appropriate, as they symbolize purity, innocence, and new beginnings.
- Accessories like scarves, hats, and gloves are also popular gifts on White Day. They are practical items that can be used daily and are a great way to show appreciation for someone.
More expensive gifts:
- Jewelry: Jewelry is a popular gift for White Day, particularly for those who are in a serious relationship. It can range from simple items like earrings or bracelets to elaborate necklaces or rings.
- Clothing: Clothing is a more elaborate gift, but it can be an excellent choice for those who want to make a big impression. Items like dresses, coats, and handbags are popular choices.
- Home appliances: For those looking to make an even more significant gesture, home appliances like blenders, coffee makers, or even vacuum cleaners can be given as gifts. While it may seem unconventional, these gifts are often appreciated for their practicality.
The gifts given on White Day are usually more elaborate than the chocolates given on Valentine’s Day. They are a way for men to show their appreciation for the women in their lives and to make a big gesture of their love and devotion!
Overall, the second Valentine’s Day has evolved over the years. But it remains an essential part of Japanese culture and a way for men to show appreciation for the women in their lives. Whether with a simple gift or a more elaborate gesture, the spirit of White Day is about expressing love and gratitude, which will never go out of style!
Would you celebrate White Day? Let us know in the comments below!
Related articles
Japanese Valentine’s Day: Great Places for Dates!
In Japan, Valentine’s Day is a big celebration. Couples have plenty of romantic spots and fun activities. Instead of just watching a movie or dining at a fancy restaurant, try something new. Check out these ideas to make your Japanese Valentine’s Day truly unforgettable!
Valentine’s Day 2026 and Japan’s Changing February Culture
Valentine’s Day 2026 in Japan reflects how the month of February has grown beyond romance into a broader seasonal experience. The holiday now sits alongside winter food trends, public events, and quiet indoor activities.
Marie Kondo: New Book Spotlight!
Marie Kondo is a Japanese organizing consultant, author, and television host. She is best known for the KonMari Method, which encourages people to keep only the things that “spark joy.”
Japanese Denim: How Japan Became a World Jeans Legend
Japanese denim is famous worldwide for being thick, tough, and beautiful, with fades that tell a story over time. What started as an obsession with vintage American jeans slowly evolved into a culture of craftsmanship, making Japan one of the global capitals of high-quality denim. How did Japanese denim start? Denim arrived in Japan after...
Japanese History Spotlight: What is the Venice of the East?
Toyama’s nickname as “The Venice of the East” goes beyond a pretty view. It reflects centuries of Japanese history, when this quiet city on the Japan Sea coast grew up around rivers, canals, trade routes, and a unique medical industry that sent traveling sellers across the country. Today, Toyama still feels like a city shaped...
Oita is Home to Awesome Rock Carvings!
Japan may be super famous for anime, ninja, and ramen, but it’s also a profoundly spiritual and religious country. In fact, its relationship to Buddhism dates back centuries. Of all the shrines and religious sites to visit, look no further than the Magaibutsu in Oita Prefecture on the island of Kyushu!