White Day (ホワイトデー Howaito Dē) is a day that is marked in Japan, South Korea, Taiwan, and China on March 14, one month after Valentine’s Day.
In Japan, Valentine’s Day is typically observed by girls and women presenting chocolate gifts, as an expression of love, courtesy, or social obligation. Handmade chocolate is usually preferred by the recipient because of the perception of sincerity, effort, and emotion put into a home-made confection.
On White Day, the reverse happens: men who received a ‘honmei-choco (本命チョコ, chocolate of love)’ or ‘giri-choco (義理チョコ, courtesy chocolate)’ on Valentine’s Day are expected to return the favor by giving gifts. Traditionally, popular White Day gifts are cookies, jewellery, white chocolate, white lingerie, and marshmallows. Sometimes the term literally, ‘sanbai gaeshi (三倍返し, triple the return)’ is used to describe the generally recited rule that the return gift should be two to three times the cost of the Valentine’s gift.