What is White Day? Discover Japan’s Heartfelt Tradition
Valentine’s Day and White Day in Japan – What’s the Difference?
In Japan, March 14th is known as White Day — a unique cultural event that follows Valentine’s Day.
While February 14th is typically a day when women give chocolates to men in Japan, White Day is when men return the favour with gifts of their own.
This tradition may sound unusual to those familiar with Western Valentine’s customs, but it’s an important part of modern Japanese romance and gift-giving culture.
In this article, we’ll explore the origin of White Day, how it differs from Valentine’s Day in the West, and how Japanese people celebrate it today.
White Day Japan || Valentine’s Day in Japan
White Day Japan || What is White Day?
White Day Japan || Commercial Aspects of the Event
White Day Japan || The Future of White Day
White Day Japan || FAQs
Valentine’s Day in Japan
February 14 is Valentine’s Day not only in Japan but also in many other countries around the world. While in Europe and the U.S., this day is celebrated as a day when men and women give flowers and cards to each other, in Japan, it is considered to be a day when women give chocolates to men.
Valentine’s Day began to take root in Japan in the late 1970s. The reason for its rise in popularity is said to be that it was used as an opportunity for women to give gifts to men at a time when it was not culturally common for women to give gifts to men.
It is important to emphasise, however, that in the West, Valentine’s Day is largely viewed as a secular celebration of love and affection. While it may have origins tied to Christian martyrdom, the modern observance in countries like the United States and across Europe typically revolves around the exchange of cards, flowers, and gifts between romantic partners.
In Japan, however, Valentine’s Day has taken on a distinctly commercial character, far removed from any religious connotations.
The tradition of women giving chocolates to men, which has become synonymous with Valentine’s Day in Japan, was in fact a clever marketing strategy devised by a confectionery company to boost sales.
This campaign successfully embedded itself into the culture, turning what was originally a foreign holiday into a commercial event that drives significant consumer spending each year.
From around late January, mass media and other media become active in advertising Valentine’s Day. Dramas and animated cartoons air Valentine-themed episodes, variety shows feature Valentine-related love episodes, and the news introduces corporate efforts for the Valentine sales season.
As a result of such commercial promotion in collusion with the media, it is common practice in Japan on Valentine’s Day to give out sweets, especially chocolates, to colleagues and bosses, even if they are not your friends or lovers.
This custom is called 義理チョコ ぎりチョコ giri-choco because it is based on a sense of duty 義理 ぎり giri . As a result of commercialization, some people see Valentine’s Day as a troublesome event that forces such ritualistic expense rather than a special day.
White Day in Japan is positioned as a commemorative day corresponding to Valentine’s Day.
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What is White Day?
Although various Japanese candy makers claim the origin of White Day, there seems to be no doubt that it began in Japan.
When it first began, it was believed that candy was to be given on White Day. It is said that this was intended to signify a “long-lasting relationship” by giving a hard, unbreakable candy.
The godfather of White Day is the National Candy and Confectionery Industry Cooperative. This organization launched a campaign in 1978 to designate March 14 as White Day.
Since it originally started as a candy sales promotion campaign, there was an idea to call it “Candy Day” in the beginning. But perhaps that was too explicit, so the name “White Day” was adopted.
Over time, it has become more common to give a variety of gifts for White Day other than candy, such as cookies, marshmallows, and handkerchiefs.
More recently, more personalized gifts such as jewelry and accessories, as well as special experiences and luxury sweets, are increasingly being chosen. This shift is the result of givers choosing gifts that match the tastes and relationships of the recipients.
Have you experienced White Day before? Share your experiences with us here!
Commercial Aspects of White Day
Like Valentine’s Day, White Day is promoted as a commercial event. Special White Day sections are set up in department stores and shopping malls, where many people purchase gifts. This has made White Day an obligatory event for some consumers, emphasizing its commercial aspect.
We noted above that on Valentine’s Day, it is customary to give giri-choco. On White Day, it is also common to give a gift to friends, colleagues, or superiors in return for such giri-choco.
This return gift has the aspect of maintaining smooth relationships in business and social life. However, it is often difficult to choose what kind of gift is appropriate, and it is sometimes difficult to meet social expectations.
In modern Japan, the perception of White Day is changing. There is a tendency, especially among the younger generation, to view White Day as a formality and place little value on it.
As a result of commercialisation, as mentioned above, unnecessary worries and psychological burdens have increased, and as a result, a certain number of people have begun to ignore it.
The Future of White Day
As society continues to evolve, so do the customs and traditions associated with events like White Day. What began as a commercial endeavour has transformed into a cultural phenomenon, yet its significance is not static.
While older generations may still adhere to the traditional exchange of gifts, younger people are increasingly questioning the necessity of these events.
For many, White Day is becoming less about obligatory returns and more about genuine expressions of appreciation or, in some cases, choosing to opt out altogether.This shift reflects broader changes in Japanese society, where personal choice and authentic relationships are beginning to take precedence over societal expectations.
Whether White Day will continue to hold its place in Japanese culture or fade into obscurity remains to be seen, but it undeniably serves as a mirror to the changing values of the times.
As younger generations increasingly adopt global perspectives, they may choose to celebrate or disregard White Day in ways that align more with their own values rather than traditional expectations.
The evolution of White Day will likely reflect the broader trends of globalization, where local customs are either preserved, adapted, or replaced.
Whether White Day will continue to be a part of Japanese culture or become a relic of the past will depend on how the next generation chooses to navigate their cultural heritage in an increasingly globalized world.
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White Day in Japan || FAQs
What is White Day?
White Day is March 14, and in Japan, it is the day to give back gifts received on Valentine’s Day.
What is Valentine’s Day like in Japan?
In Japan, this is the day when women give chocolate to men.
Since when do you celebrate Valentine’s Day or White Day?
In Japan, Valentine’s Day has been established since the 1970s, and White Day was named in 1978.
What do you give for White Day?
In the past, it was considered candy, but later it became cookies, marshmallows, handkerchiefs, etc. Today, people give whatever they like, depending on the preferences of the recipient.
Why are young people becoming indifferent to White Day?
White Day is a commercial event and there are financial and emotional burdens associated with it. This causes many young people to ignore the event.
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