March 14 is White Day. In Japan, it’s the day when people who received chocolate on Valentine’s Day give something back.
This tradition doesn’t exist in the UK, so if you have a Japanese partner or friend, it’s worth knowing about.
The Origins of White Day
White Day started in Japan. In 1978, the National Confectionery Industry Association launched a campaign promoting it as “the day to give candy.”
In Japan, Valentine’s Day works differently — women give chocolate to men. White Day became the day for men to return the favour.
The tradition has since spread to South Korea, Taiwan, and China, but it’s virtually unknown in the West.
What to Give?
Traditional White Day gifts, and what they’re supposed to mean:
Candy Means “I like you.” Sweet and long-lasting, symbolising a lasting relationship.
Cookies Means “let’s stay friends.” The light, crispy texture suggests something casual.
Marshmallows Supposedly means “I don’t like you.” Soft and quick to dissolve — a sign you want to end things. Though honestly, most people don’t take this seriously anymore.
Macarons, cakes, luxury chocolate These are popular now too. Macarons in particular can mean “you’re special to me.”
The “3x Return” Rule
There’s an unwritten rule in Japan: return three times the value of what you received.
If someone gave you chocolate worth ¥1,000, you’re expected to give back ¥3,000 worth of gifts. This applies even to giri-choco (obligation chocolate), so men who received a lot on Valentine’s Day can face a serious financial hit in March.
That said, fewer people follow this strictly nowadays. What matters most is simply returning the gesture.
Giri-Choco vs Honmei-Choco
Japanese Valentine’s Day has two types of chocolate:
Giri-choco (obligation chocolate) Given to coworkers, friends, and acquaintances out of social duty. No romantic feelings involved.
Honmei-choco (true feelings chocolate) Given to someone you actually like — a crush, a partner. Often homemade.
White Day returns are expected to match what you received. Light return for giri-choco, something more meaningful for honmei-choco.
Gift Ideas in the UK
If your Japanese partner or friend gave you chocolate on Valentine’s Day, prepare something for March 14.
Where to find White Day gifts in the UK:
- Rice Wine Shop — Great selection of Japanese sweets and snacks
- Japan Centre, Ichiba — Japanese supermarkets
- Matcha cafes in London — Pick up matcha sweets to go
- Japanese bakeries in London — Melon pan, anpan, and more
The amount doesn’t matter as much as the thought. Just showing you remembered is what counts.
Final Thoughts
White Day is a uniquely Japanese tradition — a day to return the favour after Valentine’s Day.
It doesn’t exist in the UK, but if you know someone Japanese, it’s worth keeping in mind. Even a small gift with a “Happy White Day” can make their day.
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Written by Ayaka Uchida – CEO of A-Digital Works, founder of Nihon GO! World.