White Day

What it is

White Day is the answer to Valentine's Day in Japan. On 14 February women and girls give chocolate to men and boys, either bought in a shop or made at home. Some of it is honmei-choco, chocolate of love, for a sweetheart. Some is giri-choco, courtesy chocolate, for friends, bosses and co-workers. On 14 March the giving reverses, and the men who received chocolate are expected to hand back a gift of their own. The exchange happens between couples, between friends and between people who work together. No fixed ceremony is attached to the day.

Origins in Japan

Valentine's Day was already marked in Japan by 1936, but it only grew popular in the 1970s, and it took on a shape of its own: a day when girls could show a boy they liked him. In 1977 a confectionery company based in Fukuoka, Ishimuramanseido, sold marshmallows to men on 14 March under the name Marshmallow Day. The following year the National Confectionery Industry Association began White Day as an answer day, arguing that men should return what women had given them. Confectionery firms soon started marketing white chocolate for the occasion, and other gifts followed.

Gifts and the colour white

The gifts given back on 14 March are often white. White chocolate became the standard once confectionery companies marketed it for the day, and marshmallows, sweets and cookies are common too. Other presents are chosen for their colour as well: jewellery, bags, lotions and lingerie. A rule often quoted in Japan, sanbai kaeshi or triple the return, says a man should give back two to three times the value of what he received. The exchange is not only romantic. Partners, friends and people who work together all take part, and the gift carries the weight of a social obligation.

Today and change

In the second half of the 2010s, sales suggested that White Day was losing ground in Japan. One reason given was that fewer obligation chocolates were bought on Valentine's Day, which left less to answer. Another reason was the shifting roles of men and women in Japanese culture. At the same time the habit of returning a valentine gift a month later has travelled. Outside Japan it is kept in much the same way in China, South Korea, Taiwan and Vietnam, and the practice has spread further afield as well.

How White Day is kept

The day runs as the mirror of Valentine's Day. On 14 February, women and girls give chocolate to men and boys, and on 14 March the men give back. Gifts go to the same person who gave one, so a couple exchanges twice, and so do friends and colleagues. Men are expected to take part whether or not the February chocolate was a declaration of love; courtesy gifts are answered too, because the day is bound up with social obligation as much as with romance.

When and where

White Day falls on 14 March every year, one month after Valentine's Day. It is fixed to that date, so it does not move with the lunar calendar or with Easter. It is kept the same day each year, and in Japan it follows the Valentine's Day giving of 14 February.

White Day began in Japan and is strongest there, where it follows the national habit of giving chocolate on Valentine's Day. It is also kept in China, Taiwan, South Korea and Vietnam, and the practice of answering a valentine gift a month later has spread to other countries as well.

What White Day means

For the people who keep it, White Day is about returning a kindness rather than starting one. The chocolate given in February carries a message, love or courtesy or duty, and the gift in March answers it. The quoted rule of returning two or three times the value shows how seriously the reply is weighed. Some couples treat the day as a second Valentine's Day, while for colleagues and friends it is a way of keeping the relationship even.

Days White Day is marked

Questions people ask about White Day

See also

HalloweenAn annual observance on 31 October marking the eve of All Saints' Day, rooted in Christian tradition and Celtic heritageKishiwada Danjiri MatsuriA high-speed festival of wooden shrine floats pulled through Kishiwada, JapanWater lanternSmall lamps floated on water to honour the dead and ask for good fortuneAomori Nebuta MatsuriA summer festival in Aomori featuring large warrior floats and dancing participants.

Good reading and sources

• White Day: Japan’s reverse Valentine’s DayBBC, Article
• White Day: Japan’s reverse Valentine’s DayBBC, Article

• White Day on WikipediaEncyclopedia
• More photos on Wikimedia CommonsPhotos and video
• Wikidata recordOpen data

It may contain mistakes. Traditions differ from one family, village and community to the next, and the people who keep them know them best. If something is wrong, tell us. Last refreshed 2026-10-05.