White Day
Next: March 14, 2027
Sweet returns, one month on.
The story
Where it comes from
White Day grew out of Japan's Valentine's custom, in which women give chocolate to men on 14 February. In the late 1970s Japanese sweet makers began promoting a day, exactly one month later, for men to return the favour. Two origin stories are told. A confectioner in Hakata, Fukuoka, launched a 'Marshmallow Day' on 14 March 1978 that was later renamed White Day. That same year Japan's national candy makers' cooperative adopted 14 March as a day for giving sweets, and held its first White Day in 1980. Either way, it began as a confectionery promotion.
How it's celebrated
Men who received chocolate on Valentine's Day give something back: white chocolate, marshmallows, candy and cookies, or flowers and jewellery. The gifts go to partners, and also to friends and colleagues who gave courtesy chocolate. Shops fill with white packaging in early March. The custom spread from Japan to South Korea, Taiwan and China, where couples exchange sweets and gifts in much the same way.
Did you know
- Japan has an unwritten rule called sanbai gaeshi, 'triple the return': the gift should be worth two or three times what you received.
- In South Korea, people who received nothing on either day may meet on 14 April to eat jjajangmyeon, noodles in black bean sauce.
- The Fukuoka department store that hosted the first Marshmallow Day suggested 14 March because its events hall was quiet at that time of year.
The greeting
Happy White Day · ハッピーホワイトデー
Coming up next
- World Consumer Rights Day · March 15, 2027
- The First Liquid-Fuelled Rocket · March 16, 2027
- St Patrick's Day · March 17, 2027
- Vanguard 1 Takes Off · March 17, 2027
- Global Recycling Day · March 18, 2027
- Sydney Harbour Bridge Opens · March 19, 2027