The Charm of White Day Sweet Returns

White Day, celebrated on March 14, is Japan’s delightful response to Valentine’s Day. Originating in the 1970s, confectionery companies initially marketed the day as a chance for men to return the favor to women who gave them chocolates on Valentine’s Day.

Depending on the nature of the relationship, men typically give gifts like white chocolate, jewelry, or even more luxurious items. The goal is to balance the affection expressed a month earlier, with men stepping up to show gratitude. White Day is also celebrated in other East Asian countries like South Korea and Taiwan, but it started in Japan and remains hugely popular there.