In Asia, White is the new Red

On March 14 every year, “White Day” is celebrated in Japan (where it originated), Taiwan, Mainland China and South Korea.

As described in my Valentine’s Day blog, in Japan, women mostly give the chocolates to the men. On March 14, the opposite happens. Men who received honmei-choco (本命チョコ, "chocolate of love") or giri-choco (義理チョコ, "courtesy or obligation chocolate") on Valentine's Day are expected to return the favor by giving gifts back to the women. The term sanbai gaeshi (三倍返し, literally, "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.

In 1978 in Japan, the National Confectionary Industry Association started a holiday as an “answer day” to Valentine’s Day. Before it was called "White Day", it was known as "Marshmallow" Day (マシュマロデ). The candy company called Ishimuramanseido marketed marshmallows for men to give as gifts on March 14.

Soon after, candy companies in Japan began marketing white chocolate. Men also give jewelry, white clothing (like lingerie) and other gifts to women who had given them chocolate on Valentine’s Day. However, if the man received the “obligation chocolate”, the man may give chocolate back but only out of obligation. Cookies are also another popular gift.

White Day “campaign” went into effect and became a holiday in 1981. That first year, White Day was very popular but the next four years went downhill. After one last ditch effort, in 1986, White Day became successful and has been celebrated ever since.

In South Korea, the celebration is a bit different. The men give the women candy instead of chocolate. Unmarried 20-somethings usually participate on this day in Korea. Unmarried 20-somethings who did receive a gift on February 14 usually celebrate together and eat black bean paste noodles at a Chinese restaurant in Korea. In Taiwan and Mainland China, the celebrations are similar.

It seems to me that men need to have a pretty good memory to remember who gave them what on February 14.

Next month, I will blog about "Black Day" in South Korea (April 14) and that is where things get really interesting…