The Holiday After Valentine's Day : A Guide to Japan’s Unique “White Day” Tradition

Did you receive chocolates from coworkers or friends on Valentine’s Day, February 14? If so, don’t just go “heck yes”, and leave it at that. In Japan, there is a unique custom called “White Day”, when men give gifts to women to express their thanks in return. The name “White Day” is said to have originated from a campaign encouraging people to give white marshmallows as return gifts.
“What should I give back?”
“How much should the gift cost?”
This guide explains White Day, observed on March 14, and answers common questions that many people from overseas may have.

Basic Rules of White Day

White Day originated in Japan and has spread to parts of East Asia, including South Korea and Taiwan.

• Date

March 14 - exactly one month after Valentine’s Day.

• Rule

Men who receive gifts on Valentine’s Day give a return gift.

• Meaning

It is a day to express feelings of gratitude.

The “Hidden Messages” Behind White Day Sweets

It is often said that the sweets given on White Day each carry their own meaning.
If you’re not aware of them, you might accidentally send the wrong message!
However, these interpretations are not universally agreed upon, so take these explanations with a grain of salt.

1. Marshmallows

“I don’t like you.”
Because marshmallows quickly melt in the mouth and disappear, they are sometimes said to symbolize a desire for the relationship to end (there are different interpretations). It may be safer to avoid giving them to someone you have romantic feelings for.

2. Cookies

“You’re a friend.”
Their light, crisp texture is said to represent a casual or “dry” relationship. They are considered ideal for coworkers, such as when returning giri-choco (obligatory chocolates).

3. Candy

“I like you.”
Because candy lasts a long time in the mouth, it is said to symbolize a relationship that lasts.

4. Macarons

“You are someone special.”
As they are considered a luxurious treat, macarons are often chosen as a gift for someone important.

Workplace Etiquette: How Much Should You Spend on a Return Gift?

For foreigners working in Japanese offices, this is often the most difficult point. In the past, people often talked about “sanbai-gaeshi” (returning the favor threefold), meaning it was considered good manners to give a gift worth about three times the value of what you received. However, this level of reciprocation is no longer expected today.

• Returning giri-choco (obligatory chocolates)

A gift of roughly the same value to slightly higher (around 1.5 times the price) is considered ideal. If the gift is too expensive, it may make the other person feel uncomfortable or awkward about it.

• Recommended items

Assorted sweets such as individually wrapped cookies or financiers are safe and popular choices. Convenience store sweets are acceptable, but buying something from a department store food hall (depachika) is often appreciated because the packaging tends to be more attractive.

Where Should You Buy White Day Gifts?

Once March begins, many stores set up special White Day sections.

• Department stores

Some examples of department stores are Takashimaya, Isetan, and Daimaru. These are good options when you want something reliable or when buying a return gift for a superior.

• Variety shops

Some examples of these stores are Loft, Plaza, Hands, and Village Vanguard. You can find stylish and cute sweets or small gifts.

• Convenience stores

Convenience stores also carry White Day appropriate sweets. This would be convenient option to purchase something on the day of, though selection may be limited.

In Conclusion

White Day may feel like an obligation to give a return gift, but at its heart, it is an opportunity for communication and showing appreciation for those in your life. Try giving a small sweet along with the words, “Thank you for everything you do.” It will likely positively affect workplace relationships.