White Day

🤍 The Day Love Comes Back

It all started in 1977 in the Japanese city of Fukuoka, when a small confectionery company called Ishimura Manseido began selling marshmallows to men exactly one month after Valentine's Day — so they could "respond" to the girls who had given them chocolate on February 14.

The entire Japanese confectionery industry quickly picked up the idea, and by 1978 the National Confectionery Industry Association officially designated March 14 as White Day — the "answer day." The color white was chosen deliberately: it symbolizes purity and sincerity of feelings. Since then, the holiday has spread far beyond Japan and taken firm root in South Korea, Taiwan, China, and Vietnam.

The most fascinating thing about White Day is its unspoken rules. In Japan, the principle of sanbai gaeshi (三倍返し) — "triple the return" — applies: the reciprocal gift should be two to three times more expensive than what was received.

Returning a gift of equal value is a subtle hint that you want to end the relationship, and failing to respond at all is an outright insult. In South Korea, the tradition is even grander: couples exchange multiple gifts, and for those left without attention on both February 14 and March 14, there's a consolation prize — Black Day on April 14, when singles gather together to eat jajangmyeon (noodles in black soybean sauce), turning solitude into cheerful solidarity.

In 2026, gift trends are noticeably shifting away from classic white chocolate and marshmallows toward more meaningful and personalized items. Engraved jewelry with initials, scented candles, silk accessories, and limited-edition sweet gift sets are gaining popularity. There's also a growing trend toward minimalism and sustainability — instead of material gifts, people increasingly give experiences: concert tickets, a dinner date at a restaurant, or a weekend getaway. Around 50% of White Day purchases in Japan today are made by women themselves — on behalf of family members or as gifts for friends, showing that the holiday has long outgrown the boundaries of couple-only romance.

You don't need to be part of Asian culture to celebrate White Day — it's a perfect excuse to say "thank you" to someone who gave you attention, time, or care. Plan an evening together, give something white and symbolic, or simply write a few warm words — the main thing is that it comes from the heart and, preferably, is "triple" as generous as what you received. 🤍