Stefanie Akkerman moved from the Netherlands to Japan in 2013 with her Japanese husband and son. She jumped into the niche of Dutch tour guiding in Tokyo and Kamakura in 2015 and occasionally writes articles about all the great sights and activities Japan has to offer. She loves (Japanese) food, and to work that all off she goes diving, snorkeling, cycling, or hiking.
This post may contain some affiliate links. When you click through and make a purchase we may receive some commission, at no extra costs to you.
White Day is celebrated exactly one month after Valentine’s Day, on March 14th. Often described as a reverse Valentine’s Day, it shares the tradition of giving chocolates and gifts but with a unique twist.
But what exactly is White Day, and how does it connect to Valentine’s Day? In Japan, Valentine’s Day is when women traditionally give chocolates to men, whether as a romantic gesture or a token of appreciation. White Day, on the other hand, is when men return the favor, offering gifts in response to the chocolates they received.
From sweets with hidden meanings to thoughtful presents for loved ones, White Day has its own special customs. Read along to discover more about this charming Japanese holiday, how to celebrate it, and the best gift ideas for your significant other!
Valentine’s Day in Japan
Just like Christmas, Valentine’s Day is another Western holiday that made its way to Japan. While the history of Valentine’s Day in the US and Europe goes back to a pagan festival that was celebrated almost 2000 years ago, lover’s day is relatively new in Japan.
It was only in the 1950s that Valentine’s Day was first recognized by department stores in Japan. Influenced by American culture, a department store started selling heart-shaped chocolates followed by Valentine’s Sale, and other department stores that saw its success followed suit. As Valentine’s Day gradually gained popularity over the years, Valentine-related themes spread across shops and restaurants. Nowadays, chocolates and other presents are bought not only for lovers but also for bosses, co-workers, and friends. But there is one big difference in the way Valentine’s Day is celebrated.
In Japan, it is the women who firstly buy something for the men! How did it turn out this way? As it was mainly ladies who shopped at leisure in department stores, the chocolates that were sold and bought were usually intended to be given to men. That sounds rather unfair, but the good news is that Japan has found a great way to fix that. Better known as White Day!
White Day in Japan
In the 1970s, a small sweets shop in Fukuoka cashed in on the idea that it wasn’t really fair that only men got to receive chocolates from women and not the other way around.
The owner of the shop read a letter in a women’s magazine where a reader lamented the fact that ladies don’t get anything in return for Valentine’s chocolate gifts they give.
Japan is, after all, a culture that is quite serious about gifting as well as return-gifting (“okaeshi”). She said that she’d even be happy with getting a marshmallow.
After asking his female employees, the shop owner came up with the idea that March 14th, exactly one month after Valentine’s Day, would be the day that men would give women a gift in return. So in essence, White Day became the ultimate okaeshi day as men are only required to buy a White Day gift for women they received something from on Valentine’s Day.
The day itself, was established in 1978 by the National Confectionery Cooperative Association (Zenkyo) alongside confectionery manufacturers. It was created as a day to express appreciation to those who gave Valentine’s gifts. By 1980, department stores and advertising agencies launched the campaign “White Day that Responds to Love,” solidifying it as an annual tradition across Japan.
Why is it called “White Day”?
The sweets shop owner created special sweets for the occasion which, of course, included marshmallows. This is why the day was originally called “Marshmallow Day”, which was later turned into the more flexible “White Day” while still referring to the white color of marshmallows. It is also said that the white color represents purity that matches the love between young people.
What to Give on White Day?
The Meaning Behind White Day Gifts
While White Day is widely celebrated, the idea that different treats carry specific meanings is not as well known among everyone. This tradition is mostly followed by the younger generation, who carefully choose their gifts based on these hidden messages. Picking the wrong one might send an unintended signal! Here’s a guide to White Day gifts and their meanings.
Sweets and Their Meanings
Cookie – “Let’s be friends”
Candy – “I like you”
Konpeito (Sugar Candy) – “I love you”
Caramel – “I feel safe when I’m with you”
Macaron / Cupcake – “You are special to me”
Baumkuchen – “May happiness continue”
Madeleine – “I want to grow closer to you”
Marshmallow – “I reject you”
Gummy – “I dislike you”
Non-Sweet Gifts and Their Hidden Messages
Handkerchief – “I want to part ways with you”
Perfume – “I want to be closer to you”
Socks – “I trust you”
Ring – “Eternity” / “Marriage”
White Day Today
The White Day tradition started in Japan and has spread to Taiwan and South Korea where many components of Japanese popular culture have caught on over the past decades. While both Valentine’s Day and White Day have lost some popularity recently due to the fact that it seems like yet another thing to do created by the younger generations, the tradition is still very much alive and the shops still overflow with sweets come February and March. Not just chocolate, but presents such as shirts, neckties and other handy items are also bought and given as gifts, but it is still sweets that are the majority. Companies are always looking for the next “big hit”, and lately pudding has also appeared on the must get item list for men looking to impress their lady on White Day. If they have to stand in a long line to buy the gift, it is even better, as it shows that they are willing to make the effort. Will you be in Japan around March 14th? Make sure to go to a large department store in a neighborhood like Ginza in Tokyo to check out the beautiful and tasty treats that are on sale for the lovestruck people!
Japan Wonder Travel Tours
Japan Wonder Travel is a travel agency that offers guided tours throughout Japan.
From private walking tours to delicious Food and Drink tours, we can help you organize the best tours just for you! If you want to explore Japan and learn more about the history and backstories of each area you are visiting, our knowledgeable and friendly English speaking guides will happily take you to the best spots!
In addition, we can provide you with any assistance you may need for your upcoming trip to Japan, so please feel free to contact us if you have any questions or need some help!
▶Tokyo Tsukiji Fish Market Food and Drink Tour
Explore the most lively and popular fish market in Tokyo and try some of the local’s favorite street foods and sake with one of our friendly and knowledgeable English speaking guides!
▶Tokyo 1–Day Highlights Private Walking Tour (8 Hours)
There’s no better way to explore an area than taking a tour with a knowledgeable local guide. You will have the chance to learn about the history and interesting background stories of Tokyo, as well as discover some hidden gems which can be hard to do without a guide.
▶Mt. Fuji Day Trip Bus Tour from Tokyo
Experience the breathtaking views of Mt. Fuji by visiting the highlights of the area on our guided sightseeing bus tour! Departing from Shinjuku in central Tokyo, you can travel comfortably to all of the best spots in the area by bus.
▶Kyoto Private Full Day Walking Tour
On this full-day private tour of Kyoto, you will be able to see the highlights of Kyoto in just one day and at the same time develop a deeper understanding of both the culture of the area and Japan as a whole.
Follow us on Instagram, Facebook and Twitter for more travel inspiration. Or tag us to get featured!
Happy traveling!
Subscribe to our newsletter!
