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What is White Day?

Jessica Ellis
Updated May 23, 2024
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White Day is a romantic holiday celebrated in Japan, Taiwan and South Korea. The holiday falls on March 14, one month exactly after Valentine’s Day. Tradition in these countries holds that women are supposed to give men romantic gifts on Valentine’s Day, while men are supposed to return the favor on White Day.

Valentine’s Day in parts of Asia has expanded beyond the Western version of the holiday. Instead of giving gifts to spouses or boyfriends, some women in Japan feel duty-bound to present gifts of chocolate to all male co-workers. The tradition is called giri-choco, combining the Japanese word for obligation with the common word for chocolate. Girls may also give honmei-choco, candy to loved ones, or tomo-choco, candy for friends.

In 1978, the Japanese National Confection Industry recommended that men return the favor on March 14th, not coincidentally boosting confection sales. The day was originally called Marshmallow Day, as Ishimura Manseido, a candy company, created marshmallow treats specifically as gifts for this new holiday. Other companies soon followed, specializing in white chocolate treats. The day eventually became referred to as White Day, although gifts of regular dark chocolate are now common.

Gifts given on this day often exceed the simple presents of Valentine’s Day. Presents to lovers and wives are supposed to be expensive, such as lingerie or jewelry. Men also conform to giri-choco, returning the favor to female co-workers out of obligation. This can occasionally lead to confusion, as romantic gifts can be mistaken for obligatory ones and vice-versa.

Some scorn is leveled at the celebration, as it is considered by some to be a purely commercial holiday. The confusing issues of obligation and romance are seen by some as a desperate attempt to boost chocolate sales. This has led some Japanese and Westerners to label White Day a “Hallmark Holiday,” using guilt and social obligation to boost sales of gift items.

In recent years, a new tradition has been created in Korea called Black Day. This is comparable the ironic American tradition of Singles Awareness Day, a holiday that bitterly mocks the prevalent romantic traditions of Valentine’s Day. Black Day is held on the 14th of April, one month after White Day. Traditionally, those who received no Valentine’s or White Day gifts gather in restaurants or at parties to eat noodles in black bean sauce.

White Day is a relatively new holiday, but seems to be quite popular throughout Japan. One informal survey of 13,000 Japanese citizens suggested that around 57% purchased or received gifts for the holiday. Three percent, or about 390 respondents, said that they gave or received between five and twenty gifts. Despite detractors, the holiday appears to be gaining more fans each year.

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Jessica Ellis
By Jessica Ellis , Writer
With a B.A. in theater from UCLA and a graduate degree in screenwriting from the American Film Institute, Jessica Ellis brings a unique perspective to her work as a writer for WiseTour. While passionate about drama and film, Jessica enjoys learning and writing about a wide range of topics, creating content that is both informative and engaging for readers.

Discussion Comments

By burcinc — On Mar 11, 2011

Yes, men give chocolates on White day but they also give white gifts. The gifts should be white so men usually give white chocolates and white flowers. Married women expect more expensive gifts from their husbands. It can be white lingerie or a purse or jewelry. The gift that men buy for white day has to be worth three times the value of the gift they received on valentines day.

This is a really fun holiday and my friends and I really enjoy giving and receiving gifts and celebrating the day. But I feel sad when someone does not receive any gifts. I think they feel bad about it. That's why I try to gift something to all my friends. Even if it's a cookie, it makes them happy.

By candyquilt — On Mar 09, 2011

I have several large Asian grocery markets where I live that carries Japanese and Korean products. I've seen the Valentine's day and White day chocolates and candies in those stores. They were some of the most unique and cute candies I have ever seen. My favorite are these little round candies that look like tigers, piggies and lions. They are so cute! I actually first thought that these candies were just for kids but then my friend told me that it's for everyone and especially made for White day. They are really sweet and tasty too. Yum! I adore these lovely Asian customs and treats.

By discographer — On Mar 07, 2011

This is really interesting. I understand how social obligation in Japan can increase the popularity of gift giving and holidays. This was the impression that I got from Japanese friends throughout the years. One Japanese friend told me the Japanese social rules of cordiality. For example, she said that it is rude to reply "no" in Japan. You are either supposed to say "yes" or if you want to say no, you don't say anything at all. I bet that women feel that it would be rude not give gifts on Valentines day and men on White day. This apprehension about hurting others' feelings or being rude must be the reason for the confusion in the meaning of gift giving.

I think that White day is a great idea though. Maybe having White day one month after valentines allow men to pick gifts based on the kinds they received on valentines. I wish Black Day was celebrated in U.S. too! There would finally be a holiday for singles for a change.

Jessica Ellis

Jessica Ellis


With a B.A. in theater from UCLA and a graduate degree in screenwriting from the American Film Institute, Jessica Ellis...
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