In South Korea, the March 14 gift-giving holiday for reciprocal Valentine’s presents is called White Day.
White Day takes place exactly one month after Valentine’s Day. In the common East Asian custom, women and girls give chocolate or other presents on February 14, while men and boys return the gesture on March 14. In South Korea, the day is part of a broader sequence of romantic and social gift days associated with the 14th of different months.
The observance originated in Japan rather than South Korea. A confectionery company promoted marshmallows for March 14 in 1977, and the first organized White Day celebration followed in 1978. Japanese confectioners later popularized white chocolate and other sweets, helping establish the name and its commercial traditions.
White Day is not simply another name for Valentine’s Day. It is a response or return-gift day, although modern celebrations can include flowers, jewelry, dinner and gifts exchanged more freely. It is also observed in places such as China and Taiwan, with local variations in how strongly the original gendered exchange is followed.