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White Day

A cultural observance on March 14 celebrating reciprocal gift-giving in Japan, where men traditionally return gifts of white sweets or chocolate to women who gave them Valentine's Day chocolate.

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March 2027

Last updated February 26, 2026 · by the Holiday Calendar Team

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YEARLY DATEMarch 14

OBSERVED INJapan

CATEGORYSeasonal

SUBCATEGORYSpring

ORIGIN

Corporate Initiative

FOUNDING ENTITY

Ishimura Manseido

FIRST OBSERVED

1978

HOW THE HOLIDAY CAME TO BE

Zengo Ishimura, president of Fukuoka-based confectionery company Ishimura Manseido, launched the observance in 1978 as Marshmallow Day in partnership with department store Iwataya, inspired by a magazine letter about Valentine's Day reciprocation. It evolved into White Day after several years to broaden appeal beyond marshmallows.

News Archivevia walkerplus.com

INTRO

Introduction

PHOTO

Mark your calendars for March 14, because it's time to celebrate White Day! This holiday originated in Japan as a way for men to return the favor to women who gave them gifts on Valentine's Day. It's now celebrated in many Asian countries and has become a popular day for couples to show their love and appreciation for each other. So whether you're single or in a relationship, White Day is a day to spread love and kindness to those around you. Let's dive into the history of this special holiday and discover fun ways to celebrate it!

TIMELINE

White Day Timeline

White Day Inception

The holiday was first celebrated in Japan, initiated by the National Confectionery Industry Association as an "answer day" to Valentine's Day.

Spreads to South Korea

White Day was first introduced in South Korea by a confectionery company, which marked its beginning in this country.

Expansion to Other Countries

During the 1990s, White Day expanded beyond Japan and South Korea to other Asian countries like China and Taiwan.

White Day Goes Digital

With the advent of online shopping and social media, White Day started to gain more global recognition as consumers shared their celebrations worldwide.

Cultural Adaptation

As Asian cultures and traditions continue to influence the world, the celebration of White Day becomes more adapted into various societies.

GET INVOLVED

How to Celebrate White Day

Bake white themed desserts

Get creative in the kitchen and bake desserts with a white theme, such as white chocolate cake, coconut macaroons, or vanilla sugar cookies. These treats will be perfect for celebrating White Day.

EXCHANGE

Exchange white gifts with friends

Gather some friends and exchange gifts that are all white. This could include candles, flowers, or even something as simple as a white t-shirt. It will be a fun and unique way to celebrate White Day.

HAVE

Have a spa day with white treatments

Treat yourself to a relaxing spa day and indulge in treatments that are all white, such as a milk bath, rice face mask, or coconut oil hair treatment. It will be the perfect way to pamper yourself on White Day.

MAKE

Make white cocktails

Get creative and mix up some white cocktails to celebrate White Day. You could make a white Russian, mojito, or try your hand at inventing your own white drink.

HOST

Host a white themed dinner party

Gather some friends and have a dinner party with a white theme. This could include all white decorations, attire, and a menu featuring dishes such as chicken alfredo, cauliflower risotto, and mashed potatoes. It will be a memorable way to celebrate White Day with loved ones.

WHY THIS DAY MATTERS

Why We Love White Day

The color white symbolizes purity and new beginnings

White is often associated with purity, innocence, and new beginnings. On this holiday, we can use this symbolism to celebrate fresh starts and positive intentions in both romantic relationships and friendships.

It's a celebration of love and friendship

White Day is traditionally seen as a day for men to return the favor to women who gave them gifts on Valentine's Day. However, it has evolved into a day to celebrate all types of love and relationships among friends, family, and partners.

It's an opportunity to express gratitude

On White Day, it's not just about giving gifts - it's also about expressing gratitude and appreciation for the important people in your life. It's a chance to show someone how much you care about them and value their presence in your life.