Unlike other countries where men are usually expected to do the heavy lifting and give gifts to their lovers, especially on the Valentine’s Day, in Japan, things go very differently as men are expected to do very little on that day and it is women who are the principal gift-givers. However, just because men don’t have to spend money on Valentine’s Day doesn’t mean that they can get away without having to reciprocate for rest of the year.

March 14 is celebrated as the ‘White Day’ by Japan. It is the day on which men are expected to reciprocate the gifts given to them by women on February 14.

On Valentine’s Day, Japanese women usually present chocolates as gifts to the men that they love or hold significance towards. On this day, there is no exchange of gifts between them and men don’t have to give anything. However, exactly a month later, it is pay-back time for men who are obliged to gift to the women that they received gifts from.

But the White Day is not very old. It did not exist until the 1980s. When Valentine’s Day first came to Japan in the 1960s, there was no custom for Japanese men to return the gesture of receiving chocolates by women. But decades later, the idea of receiving back a gift in return began to spread, when a confectionery shop called ‘Ishimura Mansei-do’ introduced ‘Marshmallow Day’ as a means to promote their marshmallows in 1978.  This was specifically aimed at men encouraging them to buy return gifts for Valentine’s Day.

In 1980, Japan’s National Confectionary Industry Association changed ‘Marshmallow Day’ to ‘White Day’ and since then it has been celebrated not just in Japan but also in Korea, Taiwan and some parts of China.

The name ‘White Day’ has many theories surrounding to its origins, but the most popular belief was that the colour white is the symbol of purity, and the younger generations tend to use it in expressions of love.

On White Day, men, especially those in a relationship, are expected to present their partners with gifts much more valuable than what they had received a month earlier. If the man does not gift anything in return, it is considered a disdainful spurn, or if he gifts the equivalent amount of what he received, it is perceived as a sign that they wish to cut the relationship. Therefore, men have to be extremely careful while deciding a gift for the women on this particular day. Today though it is not considered a hard and fast rule, and those on a budget have plenty of options to choose affordable gifts.

Just as the act of gifting for women in Valentine’s Day is not limited to their significant other, men also have the option of  giving ‘return gifts’  to other women in their lives, to show their appreciation on White Day rather than just to their partners.

Marshmallows were the original presents gifted during White Day, though it didn’t take long for other sweets to surpass the fluffy sweets as the preferred treat. Cookies are one of the most popular treats now and every year on March 14, departmental stores and other shops of Japan are brimming with a variety of delicious and lovely cookies that are presented in beautiful and elegant packaging. Another popular choice of the day is white chocolate. Other sweets are also available in a variety of styles and prices.

In addition to sweets, White Day gifts may also include other items such as perfumes, jewelry or handbags. The choice is limited only by the budget.