White Day, celebrated on March 14, is a holiday in several Asian countries where men give gifts to women in return for the chocolates or presents they received on Valentine’s Day. This tradition is common in Vietnam, Japan, South Korea, Taiwan, and China.

The origins of White Day trace back to Japan in 1978 when the National Confectionery Industry Association launched it as a marketing campaign to promote sweets. 

The company initially called it “Marshmallow Day,” as their main product was marshmallows. However, the name did not stick, and the holiday became known as “White Day” due to the colour white being associated with purity and sincerity. It also helped that the marshmallows the day was named after, were also fluffy and white.

The idea resonated with the public and quickly gained traction, spreading to neighboring countries like South Korea, China, Taiwan, Vietnam, and Hong Kong. Over time, the holiday evolved beyond its commercial roots to become a meaningful part of relationship traditions in these regions.

On Valentine’s Day in these countries, women give chocolates to men. These chocolates fall into two categories: “giri-choco” (obligatory chocolate) for friends, colleagues, and acquaintances, and “honmei-choco” (chocolate for romantic interests). A month later, on White Day, men are expected to return the favor with gifts, often more elaborate if the feelings are mutual.

Typical White Day gifts include white chocolate, candies, cookies, and more expensive items like jewelry or handbags for significant others. There’s an expectation that men’s gifts should be of greater value than what they received, a concept known as “sanbai gaeshi” or “triple the return.” This custom highlights the importance of appreciation and sincerity in relationships.

In Japan and South Korea, White Day is deeply rooted in both culture and commerce. Stores and confectioneries advertise White Day products weeks in advance, and the holiday is widely recognized. In China and Taiwan, while the holiday isn’t as established, it is gaining popularity, especially among younger generations in urban areas. These celebrations often resemble Western Valentine’s Day traditions, with couples exchanging gifts and going on dates.

Comparing White Day in Asia to Valentine’s Day in the United States shows cultural differences. In the U.S., Valentine’s Day usually involves a mutual exchange of gifts, cards, and affection between partners, regardless of gender. Friends and family also participate, with fewer expectations around gift-giving. In contrast, the separation of Valentine’s Day and White Day in Asia creates a more structured approach, focusing on reciprocity.

Another difference is the type of gifts exchanged. In the U.S., flowers, chocolates, and romantic dinners are common, with an emphasis on the gesture rather than the gift’s value. In Asia, particularly on White Day, there is a stronger focus on the quality and cost of the return gift, reflecting the giver’s feelings and attention to the relationship. This highlights the importance of reciprocity and social harmony in many Asian cultures.

White Day illustrates how different cultures celebrate love and relationships. While it started as a marketing strategy in Japan, it has become a meaningful tradition across several Asian countries. The holiday highlights cultural differences in expressing affection and shows the universal desire to appreciate those we care about.

As noted by the Asia Society, “First celebrated just over 35 years ago in Japan, White Day is the man’s turn to show his affection with sugary sweetness, and takes place a month after Valentine’s Day on March 14th.” 

According to Wikipedia, “White Day is celebrated annually on March 14, one month after Valentine’s Day, when people give reciprocal gifts to those who gave them gifts on Valentine’s Day. It began in Japan in 1978; its observance has spread to several other East Asian nations like China, Taiwan, South Korea and countries worldwide.” 

The Daily Universe reports, “One month later, men have the chance to reciprocate that love. Men celebrate White Day on March 14 by offering gifts to women.” 

As noted by the China Internet Information Center, “White Day Triggers Consumption Enthusiasm.” 

As highlighted by the American University in Cairo, “The Sisters’ Meal Festival is regarded as the oldest East Asian celebration of Valentine’s Day.” 

In conclusion, White Day is an example of how cultural practices evolve and adapt across societies. Originating as a commercial initiative in Japan, it has become a significant event that emphasizes reciprocity and appreciation in relationships. 

The structured gift-giving traditions of White Day contrast with the more mutual exchanges seen in Western Valentine’s Day celebrations, highlighting different cultural approaches to expressing affection. 

Despite these differences, the underlying sentiment remains universal: a desire to honor and appreciate loved ones.