The Japanese tradition in which men give gifts to women on March 14 is called White Day. It takes place exactly one month after Valentine’s Day and is commonly described as a reciprocal or “answer” day.
Japan developed its own Valentine’s custom in which women and girls traditionally give chocolate to men and boys, sometimes as a romantic gesture and sometimes as an obligation to friends, colleagues, or acquaintances. White Day reverses the direction of the exchange: men who received gifts are expected to return them.
The custom began in Japan in the late 1970s. A Fukuoka confectionery company promoted marshmallows for March 14 in 1977, and the first White Day was observed in 1978. Confectioners later emphasized white chocolate, candy, cookies, and other treats.
The “white” element does not mean every gift must be white, although white chocolate, marshmallows, and white accessories became associated with the holiday. The practice later spread to places including South Korea, China, Taiwan, and Vietnam.