White Day in Japan is a day for men to give gifts in return for the chocolates and presents they received from women on Valentine’s Day. Celebrated on March 14, White Day has its own history, traditions, and gift-giving customs. In this article, you’ll learn about where White Day comes from, how it’s celebrated, and find ideas for thoughtful gifts. Keep reading to learn more about White Day Japan and how to make the day special.
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Table of Contents
Chapter 1: What is White Day?
White Day is celebrated on March 14 in Japan. It is a day when men give gifts in return for the presents they received from women on Valentine’s Day. In Japan, Valentine’s Day on February 14 is a tradition where women give chocolates or other gifts to men. White Day is the event where men show their appreciation by giving something back.
On Valentine’s Day, women give “honmei choco” (chocolates for a romantic partner, such as a boyfriend, husband, or someone they love). Some also give “tomo choco” (chocolates for friends). In the past, it was common to give “giri choco” (obligation chocolates) to colleagues or acquaintances, though this has become less common today.
The basic idea of White Day is to return the favor by giving a gift in response to what was received. However, the trend is now shifting toward rewarding oneself.
Chapter 2: History and Origins
Several theories explain the origin of White Day in Japan. One popular story goes back to 1977 when a well-known confectionery shop in Fukuoka created a marshmallow-based treat as a return gift for Valentine’s Day. They called it “Marshmallow Day” and started selling it.
Later, a department store requested a name change to White Day, and the tradition spread across Japan. The exact reason for the name is unclear. Some say it comes from the color white, inspired by marshmallows. Others believe it represents pure and refreshing love.
Chapter 3: White Day Traditions
In the past, many people in Japan followed the “sanbai-gaeshi” rule on White Day. This meant giving a gift worth three times the value of the one received on Valentine’s Day.
This idea became popular during Japan’s economic bubble in the 1980s. Today, fewer people follow this rule. Instead of focusing on price, many choose gifts that feel thoughtful and appropriate. It’s important to consider the recipient’s feelings and avoid giving something that feels like a burden.
Chapter 4: Recommended Gifts
Gifts for Friends and Colleagues
When choosing a White Day gift for friends or colleagues, pick something casual and easy to share. Individually wrapped treats are perfect because they’re easy to distribute. A beautifully designed package also makes a great impression without putting pressure on the recipient.
Yoku Moku is a well-known Japanese confectionery brand based in Minami-Aoyama, Tokyo. Their signature Cigare cookies have a rich buttery flavor and are enjoyed by many.
This seasonal sakura-flavored langue de chat has a light, crisp texture with sakura-flavored white chocolate in the center. The blend of sakura and almond gives it a subtle sweetness and a pleasant aroma.
PRESS BUTTER SAND is a popular sweet brand with stores in places like Daimaru Tokyo and Ginza Mitsukoshi, often seen with long lines at Tokyo Station.
Their signature butter sandwich cookies have a crisp outer layer and smooth buttercream and caramel inside. This set includes three flavors: strawberry, Uji matcha, and the classic butter sandwich. The simple, stylish packaging makes it perfect for sharing.
For Someone Special
Since it’s a special occasion, why not treat them to something unique? How about sharing a taste of Japan with a gift that stands out?
Kuririn, based in Nagoya, Aichi Prefecture, is known for its authentic Mont Blanc made with Kumamoto’s Kuma chestnuts and Kochi’s Shimanto chestnuts. One of their standout items is a vibrant Mont Blanc wrapped in chewy daifuku filled with rich cream made from carefully selected purple sweet potatoes. The store handcrafts each piece, ensuring a fresh and unique experience.
How about a sweet that’s packed with fresh Japanese fruit? Kajuan’s fruit daifuku is made with the best seasonal fruits, carefully selected and sent directly from local farmers. The fruits are wrapped in a thin layer of gyuhi (a soft, chewy rice cake) with a gentle sweetness of white bean paste that enhances the natural flavors. It’s a refreshing and distinctly Japanese treat that lets you enjoy the essence of fresh fruit.
Finally, we have a unique treat from Marumochiya, located at Kyoto’s Fujimi Inari. Their warabi mochi looks like a transparent balloon and is made with natural spring water. Coated with kinako (roasted soybean flour), you eat it by breaking the outer layer. This fun and fresh experience makes it a memorable treat.
