White Day first began in 1978 in which country?

White Day first began in 1978 in Japan.

The holiday is observed on March 14, exactly one month after Valentine's Day. In the Japanese tradition, women and girls commonly give chocolates on Valentine's Day, while men are expected to return the gesture on White Day with sweets or other gifts. The custom later spread to places including South Korea, Taiwan, China and Vietnam.

White Day grew from Japanese confectionery marketing rather than an ancient festival. In 1977, the Fukuoka-based company Ishimura Manseido promoted marshmallows to men as a response to Valentine's gifts. The following year, the observance was celebrated more broadly, and the National Confectionery Industry Association helped frame it as an “answer day.”

A common mix-up is assuming White Day began in South Korea because it is widely celebrated there. South Korea adopted the custom later; Japan is the country credited with starting it. Traditional return gifts include marshmallows, white chocolate, candy, cookies and sometimes non-food presents.