White Day’s Growing Influence in East Asia and Beyond
When thinking about Valentine’s Day, most think about bouquets of roses, chocolates in heart shape, and messages of love.
But what happens after Valentine’s Day? In Japan and a number of East Asian countries, there is another celebration following Valentine’s Day known as White Day (ホワイトデー). While Valentine’s Day is an opportunity for women to express themselves to men, White Day flips the tables around — it’s men’s time to pay them back. However, despite its unique traditions, not many people outside of Japan are knowledgeable about this cultural celebration.
The problem is that White Day is mostly underappreciated outside of East Asia. Many are not aware of its significance, how popular it has become, or how it is celebrated today. For those cultural buffs or just interested in foreign traditions, today is the best time to familiarize themselves with this interesting holiday.
Why does it matter?
Well, in the modern interconnected world, global celebration of love and relationships becomes more diverse. Valentine’s Day, as Western in origin, is well known around the world. However, there appears to be a rising interest in learning how other cultures celebrate love, affection, and gratitude.
If you’ve ever found yourself curious about what follows Valentine’s Day in Japan, how it came to be, or why it’s celebrated differently than in the West, then you’re in the right place.
Learning About White Day provides an insight into Japan’s long-standing customs, where gifting, love, and social rituals are extremely culturally relevant. And, to boot, it’s a great moment for companies and individuals alike to access global markets by learning more about local traditions.
So, let’s take a peek and learn about this fascinating tradition from Japan.
What is White Day?
White Day is observed annually on March 14th, one month following Valentine’s Day. It started in 1978 in Japan as a means for men to return the gifts they had been given by women on Valentine’s Day.
What makes White Day different from other cultural celebrations is the tradition that gifts must be equal to or more expensive than the gifts given on Valentine’s Day.
Valentine’s Day in Japan is largely considered a day when women exchange chocolates with men, and the most common presents are giri-choco (compulsory chocolates) and honmei-choco (chocolates exchanged with a romantic interest). The men are not, however, supposed to return their feelings on the same day.
They are instead allowed 30 days to do so, and thus White Day is born. Men are supposed to give chocolates, sweets, or gifts on this day, and the color white is the focus color to represent purity, sweetness, and love.
How White Day Came to Be
Although Japan has numerous special traditions, White Day was actually a marketing phenomenon. In 1978, the Japanese National Confectionery Industry Association wished to establish a commercial holiday after Valentine’s Day, which had already become popular in Japan.
The concept was straightforward: because women were already spending money on gifts for men, why not establish a holiday where men would reciprocate?
The term “White Day” was used in order to bring to mind images of white and sweetness, which is the kind of gift exchanged on this day, e.g., marshmallows and white chocolates.
It initially began as a promotion by candy companies, but it soon picked up and became a national tradition.
Fast forward to the present, White Day has become one of the biggest days of the year for consumers and companies alike in Japan, especially in retail and candy-making.
It’s not just a day where gifts are given and received but also a day to cultivate romantic relationships and show appreciation.
How Is White Day Celebrated?
While Valentine’s Day is focused on women giving chocolates and gifts, White Day is the day when men take the lead. Here’s a breakdown of the celebration:
- The Gift Exchange:
On White Day, men return the favor with gifts that are expected to be of equal or greater value. The gifts are often chocolates, white candies, jewelry, or accessories. The key here is that the gift should reflect the depth of the relationship. For example, honmei-choco (romantic chocolates) might be exchanged for something special like jewelry or flowers, while giri-choco (obligatory chocolates) might be reciprocated with simpler gifts.
- Types of Gifts:
- White Chocolate: It’s the most traditional gift for White Day, symbolizing purity and sweetness.
- Marshmallows and Candies: These are popular gifts for those who aren’t in a serious romantic relationship but still want to show appreciation.
- Jewelry and Flowers: For romantic partners or significant others, more luxurious gifts such as jewelry or expensive flowers are exchanged.
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Groups and Workplaces:
Similar to Valentine’s Day, White Day also extends beyond romantic relationships. Many people also participate in gift exchanges with colleagues, friends, and acquaintances. In workplaces, it’s common for men to give gifts to female colleagues, especially those who gave them chocolates on Valentine’s Day.
- Celebration Atmosphere:
White Day is less about grand, public gestures and more about private, thoughtful exchanges. There are no large public events, but retailers create a special atmosphere in their stores, offering discounts and limited-edition products tied to the occasion.
White Day’s Global Influence
Although White Day is mainly observed in Japan, the practice has spread to the rest of East Asia, such as South Korea, Taiwan, and China. White Day is observed in similar fashion and with similar expectations in South Korea, and the practice is rising among the younger generations.
In recent years, companies from other nations have begun to take notice of White Day. In China and Thailand, for example, companies within the retail and fashion sectors are taking advantage of the chance to sell products especially for White Day. Even so, the holiday is still relatively regional, and it’s still a new idea to most beyond East Asia.
White Day as a Cultural Insight
The celebration of White Day provides insight into the unique cultural values that exist in Japan and other East Asian countries. Here’s why this holiday is important:
- Social Expectations:
The tradition emphasizes the importance of reciprocity and gratitude in relationships. Unlike Valentine’s Day in Western cultures, where there is less pressure for gifts to be of equal value, White Day has a clear cultural expectation for men to give back in a meaningful way. - Consumer Influence:
The commercialization of White Day shows how culture and consumerism intersect. What started as a marketing campaign has become a major economic event, with retailers benefitting from increased sales and consumers embracing the tradition. - Equality in Gifting:
While Valentine’s Day traditionally places the responsibility of giving on women, White Day allows men to take on an active role in expressing their emotions, creating a more balanced dynamic in romantic relationships.
White Day is more than a simple opportunity for men to pay back the presents they were given on Valentine’s Day. It’s an indicator of cultural values, social norms, and how traditions change through time. By examining the history, festivities, and increasing impact of White Day, we can better see how this peculiarly Japanese tradition reflects the nuances of love, gift exchange, and reciprocity in an age of globalization.
So, whether you’re interested in learning about Japanese customs or considering how to celebrate White Day yourself, this lesser-known holiday offers a rich cultural experience worth exploring.
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