How White Day came to be

March 14th annually is White Day in Japan. White Day began around 1977 / 1978 through the drive of mainly the confectionery industry and later embraced as a cultural tradition. Marketing campaigns pushed it as a day for men to give back to the women they received chocolates from on Valentines Day. Because in Japan, women give to men on Valentine's Day. 

Reportedly, the idea was born from a letter in a women's magazine that complained men didn't return Valentine's gifts. The industry homed in on the opportunity and promoted a day for men to give white marshmallows or white chocolate to show their "white heart", as white symbolizes purity and innocent love. Moreover, the day reinforced Japan’s strong culture of okaeshi (obligatory return gifts). March 14th was chosen as it is a month after Valentines Day. 

By the early 1980s the name "White Day" had been adopted, from the white marshmallows and other white gifts that had become popular gifts for the day. However, now you rarely see marshmallows being championed for White Day. Over the years the type of gifts given has evolved. Nowadays, you mainly see a lot of chocolates, cookies and candies, and they aren't necessarily white!

Did you get any gifts this White Day?