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!
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!
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!
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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:
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:
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!
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