| White Day | |
|---|---|
 White Day cake | |
| Observed by | Japan, Regions in East and Southeast Asia |
| Date | March 14 |
| Next time | March 14, 2026 (2026-03-14) |
| Frequency | Annual |
| Related to | Valentine's Day |
| White Day | |||||||
|---|---|---|---|---|---|---|---|
| Chinese name | |||||||
| Traditional Chinese | 白色情人節 | ||||||
| Simplified Chinese | 白色情人节 | ||||||
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| Burmese name | |||||||
| Burmese | အဖြူနေ့ | ||||||
| Vietnamese name | |||||||
| Vietnamese | Ngày Valentine Trắng | ||||||
| Korean name | |||||||
| Hangul | 화이트데이 | ||||||
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| Japanese name | |||||||
| Katakana | ホワイトデー | ||||||
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| Khmer name | |||||||
| Khmer | ថ្ងៃពណ៌ស | ||||||
White Day is celebrated annually on March 14, one month afterValentine's Day, when men give reciprocal gifts to women who gave them gifts on Valentine's Day. It began inJapan in 1978; its observance has spread to several otherEast Asian regions likeChina,Taiwan,South Korea and countries worldwide.
Though Valentine's Day was being celebrated inJapan by 1936, it did not begin to be popular until the 1970s, giving the day a different meaning from the Western observation.[1] It was primarily an opportunity for girls to show that they like a boy.[1] In 1977, aFukuoka-based confectionery company,Ishimuramanseido [ja], marketedmarshmallows to men on March 14, calling it Marshmallow Day (マシュマロデー,Mashumaro Dē).[2] White Day was first celebrated in 1978 in Japan.[2] The National Confectionery Industry Association started it as an "answer day" to Valentine's Day on the grounds that men should pay back the women who gave themchocolate and other gifts onValentine's Day.[2]
Soon thereafter, confectionery companies began marketingwhite chocolate. Flowers and other gifts are also given on this day.[3]
White Day is celebrated one month afterValentine's Day, on March 14. With countries that observe White Day, typically Valentine's Day is celebrated by women and girls presenting chocolate gifts (either store-bought or handmade), usually to the other men and boys, as an expression of love, courtesy, or social obligation.[4]
On White Day, the reverse happens: men who received ahonmei-choco (本命チョコ, 'chocolate of love') orgiri-choco (義理チョコ, 'courtesy chocolate')[5] on Valentine's Day are expected to return the favor by giving gifts to the women.[6] Gift exchanges happen between romantic partners, friends, and coworkers.[7] Traditionally, popular White Day gifts include food like white chocolate, marshmallows, candy, cookies, and other "white" accessories like jewelry, bags, lotions, and lingerie.[8][9]
Sometimes the termsanbai gaeshi (三倍返し, 'triple the return') is used to describe the generally recited rule for men that the return gift should be two to three times the worth of the Valentine's gift they received.[2]
In the latter half of the 2010s, sales figures indicated a decline in the popularity of the observation. It was seen as a result of reduced sales of obligation chocolates on Valentine's Day. Another reason given for the reduction of popularity is the changinggender roles within Japanese culture.[10]
Outside of Japan, the practice of giving response gifts one month after Valentine's Day has spread internationally. In those cultures, White Day is, for the most part, observed similarly. Some places where this occurs include China,[11][12] South Korea,[13][11][14] Taiwan,[13][11] and Vietnam.[11][14]
Nope, this is not a day solely dedicated to honor the color white or something like that, but it is directly related to Valentine's Day, that originated in Japan and is practiced in its neighboring countries such as China, Taiwan, South Korea, and Vietnam.