- Categories:
- Relationship
- Tags:
- CandyChocolateLove
- Where:
- Japan
- Date change rule:
- Every March 14
- Holiday emoji:
- 🤍
White Day arrives every March 14, one month after Valentine’s Day, as a beloved tradition in East Asian countries. It’s the day to reciprocate gifts received, often with a gesture three times the value. Discover its unique customs, find the perfect return gift, and learn how to participate in this sweet celebration of affection.
Want to sponsor White Day? Learn how
Expected White Day Deals
White Day shopping typically sees a surge in demand for sweets, chocolates, and small luxury items. While we await official 2027 promotions, history shows retailers like Godiva, Royce’ Chocolate, and See’s Candies often feature special collections. Jewelry brands such as Tiffany & Co. and Pandora may offer curated gift sets. Expect department stores like Macy’s and Nordstrom to highlight romantic gifts and beauty products. Online florists like 1-800-Flowers will also promote bouquets. We will update this page with confirmed live deals as March 14 approaches.
Platform Guide for White Day
Tag @nationaltoday_ and use #WhiteDay. Share photos of your thoughtful return gifts or creative DIY presents.
TikTok
Tag @www.nationaltoday.com and use #WhiteDay. Film a ‘White Day haul’ or a tutorial for making homemade treats.
Mention National Today (facebook.com/nationaltoday) and use #WhiteDay. Share stories of how you or your friends celebrate this unique day.
White Day Hero
Ishimura Manseido
History of White Day
We cannot simply describe White Day as the day that occurs exactly one month after Valentine’s Day when people give gifts to those who gave them gifts on Valentine’s Day, it is more than that. Therefore, to fully understand this day, you need to understand the history of White Day and the culture of Japan.
Valentine’s day came to Japan in the 1930s, and the first Valentine’s day is said to be celebrated in Japan in 1936. However, it did not get popular, and people did not show much interest in celebrating it until the late 1960s. It is celebrated a little differently in Japan as it is seen as an opportunity for girls to show that they like a boy. Japanese women on this day give expensive chocolates to men they’re romantically involved with.
Later in 1997, a small confectionery company based in Fukuoka marketed marshmallows to men on March 14, the month after Valentine’s day, to gift them back to the girls they like. They called it ‘Marshmallow Day,’ the answer to Valentine’s day. The store later suggested changing the name to a more open-ended ‘White Day.’ This trend caught on, and many companies in Japan began marketing marshmallows and white chocolates on this day.
This tradition has spread to many Asian countries like South Korea and China, and people gift others chocolate, jewelry, lingerie, and everything women love on this day. However, this day is not just for women to receive gifts. This day is a perfect backup for anyone who received a gift on Valentine’s day to return the favor.
White Day timeline
People of Japan celebrate the first-ever Valentine's day in their nation.
The western celebration of love gains popularity in Japan.
A small confectionery shop in Fukuoka markets marshmallows to men as an answer to Valentine's day and calls it ‘Marshmallow Day.’
The National Confectionery Industry Association starts referring to March 14 as White Day.
How Businesses Can Celebrate White Day
Local businesses can embrace White Day by offering special promotions on gifts and treats. Bakeries and chocolate shops can create themed confections, while florists can curate elegant bouquets. Jewelry stores might highlight delicate pieces perfect for a thoughtful return gesture. Consider partnering with local restaurants to offer ‘White Day’ dinner packages, encouraging couples to celebrate with a romantic meal. Highlight the unique cultural aspect of reciprocation to engage customers authentically.
White Day FAQs
When is White Day?
In 2027, White Day is observed on Sunday, March 14. It’s a key date in East Asian calendars for those who wish to return affection with a thoughtful present.
How is White Day celebrated?
Celebrations involve thoughtful gift-giving, typically white-colored items like white chocolate, marshmallows, or jewelry. It’s a day to express gratitude and affection, reinforcing romantic or platonic bonds established a month prior.
What kind of gifts are given on White Day?
While white-themed gifts remain popular, contemporary White Day gift-giving has expanded to include a wider range of items. Perfumes, skincare products, and even small electronics are increasingly common, reflecting personal preferences and the evolving nature of the holiday.
Where is White Day celebrated?
The holiday holds significant cultural importance in East Asia, serving as a counterpart to Valentine’s Day. While not widely observed in Western countries, its unique tradition of reciprocation continues to grow in popularity within its core regions.
White Day Activities
Just celebrate it
Although celebrating White Day might not be present in your country, it doesn’t mean that you can’t celebrate it. So, celebrate White Day with your loved ones the Japanese way!
You can teach others
You can research more about this celebration and the tradition of White Day to raise awareness about this event in your community. What are you waiting for?
Share your favorite White Day story
Love is full of interesting things. You can share your favorite White Day celebration story on social media and express your joy to the world.
5 Important Facts About White Day And Love
Valentine's day is different in Korea
In Korea, women are expected to give chocolates to men on Valentine's Day.
Singles are not left out
If you didn’t receive any gift on Valentine's Day and you’re not returning the favor on White Day, you can celebrate Black Day on April 14.
Public affection is considered rude in Japan
In Japan and some other Asian countries, expressions of love such as hugging and kissing in public are considered rude.
Approach the lips
The Japanese word for ‘kiss’ is ‘Seppun,’ which means ‘to approach the lips.’
Actions express better
People from Asia take pride in conveying their affection and love through actions.
Why We Love White Day
We need White Day
White Day is all about returning or giving back the love you’ve received on Valentine's day. So, yeah, we’ll take that!
It is a sweet gesture for a sweet beginning
The main essence of this event emphasizes love. This sweet gesture of exchanging gifts is the beginning of many lovely things.
It celebrates love
The day is filled with love, and it gives you a chance to choose that special someone in your life. Who doesn’t love some love?
Social Media Tips for White Day
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