In Japan, White Day on March 14 is just as significant as Valentine’s Day on February 14, as this is the day when “the guys” prepare “return gifts” for the girls who gave them chocolate on February 14.
Discovering White Day in Japan
Valentine’s Day, or Lovers’ Day, originated in the West and was introduced to Japan in the 1930s. During February and March, both Valentine’s Day on February 14 and White Day on March 14 are highly regarded in Japan. In Japan, most people do not celebrate International Women’s Day on March 8, so March 14 is seen as a day for men to reciprocate gifts to the women they love.
Origin of White Day
In the land of cherry blossoms, February 14 is the day when girls give sweet chocolates to their men. Notably, these chocolates are usually handmade by the girls themselves. The recipients are not limited to husbands or boyfriends; they may also include male colleagues, bosses, fathers, or brothers, as a sign of appreciation or respect. February 14 is considered a day dedicated to men in Japan.
As a result, there are two types of chocolates on this day: Giri-choco (義理チョコ) and Honmei-choko (本命チョコ). Giri-choco is “courtesy chocolate”, while Honmei-choko, often shaped like a heart, is intended for loved ones. The reason women give Giri-choco is to ensure that the single men around them do not feel “left out.”
Previously, March 14 was also known as Gummy Candy Day.
To reciprocate the feelings of women, White Day on March 14 was created. However, the origin of this day is not a romantic story but rather a business tale.
The first White Day celebration took place in 1978. It was initiated by the National Confectionery Industry Association as a “reply day” for Valentine’s Day, indicating that men should return gifts to women who gave them chocolates or other gifts on February 14. In 1977, the Ishimura Manseido confectionery company in Fukuoka marketed gummy candies for men on March 14, calling it Gummy Candy Day (Marshmallow Day). Gradually, this day spread not only in Japan but also gained popularity in neighboring countries like South Korea and Taiwan.
The term White Day and later White Valentine likely originated from the characteristic white color of the fluffy marshmallow candy. Today, however, men may give white chocolate or other sweets depending on their feelings. The term “White” represents not just the color white but also symbolizes pure love.
The Sanbai-gaeshi Rule and Implicit Messages
An interesting aspect of the gifts exchanged by men on White Day is that they must be valued at three times the amount of the gift they received from women. This rule is called “3倍返し – Sanbai-gaeshi,” meaning “threefold return.” If a man gives a gift of greater value, he is likely expressing his feelings.
Conversely, a gift of equal or lesser value may imply that the woman’s feelings are not reciprocated. It is also important to note that in Japanese culture, failing to reciprocate after receiving a gift is considered impolite, making return gifts (okaeshi) almost mandatory.
The type of gift will convey the man’s response; if the gift is white chocolate, it means “I love you too.” Today, in addition to white chocolate, men also give other gifts such as cookies, candies, and even material gifts like jewelry or other items of sentimental value to the girls who gave them gifts on Valentine’s Day.
Meaning of the Gifts
Unlike in other countries around the world, Japan prefers giving chocolates on this occasion rather than expensive gifts or greeting cards.
Japan prefers giving chocolates on White Day.
Since it is called White Day, specially white-colored gifts are particularly popular, such as white roses, white chocolates, cakes, and marshmallow candies… each gift carries its unique meaning.
If you receive a box of cakes, it means he is trying to convey to you the message “I love you,” while if it’s a box of candies, it’s “I like you.” If it’s white chocolate, it carries a lighter meaning of “I want to be friends with you…”
A unique aspect of the gifts that men prepare to “return” to their partners is that they must be valued at three times the amount of the gifts they received. If the value is equal to or lower, it implies that the women’s feelings are not reciprocated.
The Japanese take great care in selecting gifts, as they are not merely material items but also carry “implicit messages” for the recipients. Therefore, one should not give gifts carelessly or choose something too extravagant that lacks “thoughtfulness” from the giver. It is also crucial to understand the meaning behind the gift you plan to give to avoid misunderstandings.
Types of Chocolates Given on Valentine’s Day in Japan
The Japanese are indeed very particular and meticulous. From the envelopes used on various occasions to the chocolates given on Valentine’s Day, there is a wide variety, specifically intended for different recipients.
義理チョコ (Giri choco)
Giri choco can be understood as a type of chocolate that serves a “diplomatic” purpose. You can give it to your “boss,” male colleagues, or male partners. However, this type of chocolate is not limited to professional relationships; it can also be given to fathers or sons in some families.
友チョコ (Tomo choco)
As the name suggests – friend chocolate, this type is primarily intended for your friends. It is an “exception” to the one-way rule mentioned earlier; it is not only for male friends but also often exchanged among close female friends. Make sure to give this to your friend group this Valentine’s Day.
本命チョコ (Honmei choco)
This is the most important type of chocolate, meant for “that special someone” you have “secret feelings for.” The message when giving this type of chocolate is very clear: “I like you.” As you may have seen in movies or comics, girls enjoy preparing this “gift” for their loved ones themselves.
自分チョコ (Jibun choco)
This is chocolate given to oneself. This trend has recently gained popularity among the youth. If you are single, this is a great way to comfort yourself. Or at the very least, it is an excuse to indulge yourself if you are a chocolate lover.
