A Guide to White Day: Celebration, Traditions, and Global Practices
White Day, celebrated on March 14th, is a holiday primarily observed in Japan, South Korea, Taiwan, and China. It serves as a counterpart to Valentine’s Day, where those who received gifts on February 14th give return gifts in appreciation. This guide explores the origins, customs, and global variations of White Day.
Origins of White Day
White Day was first introduced in Japan in 1978 by the National Confectionery Industry Association. The idea was to encourage men to reciprocate gifts given to them by women on Valentine’s Day. The holiday was initially promoted with the concept of giving white-colored sweets, such as marshmallows, leading to its name. Over time, chocolates, jewelry, and other gifts also became popular.
How White Day is Celebrated in Japan
Gift-Giving Customs
Obligation vs. Romantic Gifts: There are two types of gifts given on White Day:
Giri-choco (Obligation Chocolate): Given to colleagues, friends, and acquaintances as a polite return gift.
Honmei-choco (True Feelings Chocolate): Given to romantic partners or someone special, often accompanied by other gifts like jewelry, accessories, or fancy desserts.
Common White Day Gifts
White Chocolate & Confectionery: A traditional choice, including marshmallows, cookies, and candy.
Jewelry & Accessories: Often given as a romantic gesture.
Flowers & Plush Toys: Popular among younger couples.
Handmade Gifts: Considered heartfelt and personal.
“Sanbai Gaeshi” (Triple Return Rule)
It is customary in Japan that the return gift should be two to three times the value of the original Valentine’s Day gift. This unwritten rule puts some pressure on gift-givers, especially in professional settings.
White Day in Other Countries
South Korea
White Day is widely celebrated, following similar customs as in Japan. South Koreans also observe Black Day on April 14th, where single people who received no gifts gather to eat jajangmyeon (black bean noodles).
China & Taiwan
In China and Taiwan, White Day has gained popularity among young couples. The triple return rule is also practiced, and gifts often include luxury items, perfumes, and gadgets.
Other Regions
While White Day is less common outside East Asia, some businesses and brands in Western countries recognize it as a marketing opportunity, especially among fans of Japanese and Korean culture.
White Day is a unique tradition that adds an extra layer of romance and appreciation to Valentine’s Day. Whether you follow the custom strictly or use it as an opportunity to express gratitude, it remains a charming celebration of love and appreciation worldwide.
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