White Day is a romantic holiday celebrated in Japan, Taiwan, and South Korea on March 14, where men return the favor of Valentine’s Day gifts. Women in Japan also give chocolate gifts to male co-workers on Valentine’s Day, called giri-choco. White Day was created in 1978 by Japan’s national candy industry to boost candy sales. Gifts given on White Day are often more expensive than Valentine’s Day gifts. Black Day, a new tradition in Korea, is held on April 14 for those who have not received Valentine’s Day or White Day gifts. Despite criticism, White Day is gaining popularity.
White Day is a romantic holiday celebrated in Japan, Taiwan and South Korea. The holiday falls on March 14, exactly one month after Valentine’s Day. Tradition in these countries holds that women should give men romantic gifts on Valentine’s Day, while men should return the favor on White Day.
Valentine’s Day in parts of Asia has extended beyond the Western version of the holiday. Instead of giving gifts to spouses or boyfriends, some women in Japan feel compelled to present chocolate gifts to all male co-workers. The tradition is called giri-choco, combining the Japanese word for obligation with the common word for chocolate. Girls can also give honmei-choco, candy to loved ones, or tomo-choco, candy to friends.
In 1978, Japan’s national candy industry recommended that men return the favor on March 14, not surprisingly by boosting candy sales. The day was originally called Marshmallow Day, as Ishimura Manseido, a candy company, specially created marshmallow treats as gifts for this new holiday. Other companies soon followed, specializing in white chocolate delicacies. The day was eventually called White Day, even though dark chocolate gifts are now common.
Gifts given on this day often outnumber simple Valentine’s Day gifts. Gifts to lovers and wives should be expensive, such as underwear or jewelry. Men also comply with the giri-choco, returning the favor to female colleagues out of obligation. This can occasionally get confusing, as romantic gifts can be mistaken for obligatory ones and vice versa.
Some scorn is leveled at the celebration, as it is regarded by some as a purely commercial celebration. The confusing issues of obligation and romance are seen by some as a desperate attempt to boost chocolate sales. This has led some Japanese and Westerners to label White Day a “signature holiday,” using guilt and social obligation to boost gift sales.
In recent years, a new tradition called Black Day has been created in Korea. This is comparable to the ironic American tradition of Singles Awareness Day, a holiday that bitterly mocks the prevailing romantic traditions of Valentine’s Day. Black Day is held on April 14, one month after White Day. Traditionally, those who have not received Valentine’s Day or White Day gifts gather at restaurants or at parties to eat noodles in black bean sauce.
White Day is a relatively new holiday, but it seems to be quite popular throughout Japan. An informal survey of 13,000 Japanese citizens suggested that approximately 57% have bought or received holiday gifts. Three percent, or about 390 respondents, said they had given or received between five and twenty gifts. Despite the detractors, the party seems to be gaining more fans every year.
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