White Day

White Day is celebrated annually on March 14, one month after Valentine's Day, when men give reciprocal gifts to women who gave them gifts on Valentine's Day. It began in Japan in 1978; its observance has spread to several other East Asian regions like China, Taiwan, South Korea and countries worldwide.

Origin

Though Valentine's Day was being celebrated in Japan by 1936, it did not begin to be popular until the 1970s, giving the day a different meaning from the Western observation.<ref name=Gordenker2006 /> It was primarily an opportunity for girls to show that they like a boy.<ref name=Gordenker2006>Template:Cite news</ref> In 1977, a Fukuoka-based confectionery company, Template:Ill, marketed marshmallows to men on March 14, calling it Template:Nihongo.<ref name="Iroha" /> White Day was first celebrated in 1978 in Japan.<ref name = "Iroha" /> The National Confectionery Industry Association started it as an "answer day" to Valentine's Day on the grounds that men should pay back the women who gave them chocolate and other gifts on Valentine's Day.<ref name="Iroha" />

Soon thereafter, confectionery companies began marketing white chocolate. Flowers and other gifts are also given on this day.<ref>Template:Cite news</ref>

Observation

White Day is celebrated one month after Valentine's Day, on March 14. With countries that observe White Day, typically Valentine's Day is celebrated by women and girls presenting chocolate gifts (either store-bought or handmade), usually to the other men and boys, as an expression of love, courtesy, or social obligation.<ref>Template:Cite web</ref>

On White Day, the reverse happens: men who received a Template:Nihongo3 or Template:Nihongo3<ref>Template:Cite web</ref> on Valentine's Day are expected to return the favor by giving gifts to the women.<ref name="uh">Template:Cite web</ref> Gift exchanges happen between romantic partners, friends, and coworkers.<ref>Template:Cite news</ref> Traditionally, popular White Day gifts include food like white chocolate, marshmallows, candy, cookies, and other "white" accessories like jewelry, bags, lotions, and lingerie.<ref>Template:Citation.</ref><ref>Template:Cite web</ref>

Sometimes the term Template:Nihongo3 is used to describe the generally recited rule for men that the return gift should be two to three times the worth of the Valentine's gift they received.<ref name="Iroha">Template:Citation</ref>

In the latter half of the 2010s, sales figures indicated a decline in the popularity of the observation. It was seen as a result of reduced sales of obligation chocolates on Valentine's Day. Another reason given for the reduction of popularity is the changing gender roles within Japanese culture.<ref>Template:Cite news</ref>

International observation

Outside of Japan, the practice of giving response gifts one month after Valentine's Day has spread internationally. In those cultures, White Day is, for the most part, observed similarly. Some places where this occurs include China,<ref name="PCI2019">Template:Cite news</ref><ref>Template:Cite web</ref> South Korea,<ref name="Forbes2018">Template:Cite news</ref><ref name="PCI2019" /><ref name="VOA2018">Template:Cite news</ref> Taiwan,<ref name="Forbes2018" /><ref name="PCI2019" /> and Vietnam.<ref name="PCI2019" /><ref name="VOA2018" />

See also

• Giri (Japanese)
• Hallmark holiday
• Pi Day, also observed on March 14 (represented as 3/14 in month-day format)

External links

• Template:Cite web