![]() ![]() Traditionally, popular White Day gifts include food like white chocolate, marshmallows, candy, and cookies, and other "white" accessories like jewelry, bags, lotions, and lingerie. Gift exchanges happen between romantic partners, friends, and coworkers. On White Day, the reverse happens: men who received a honmei-choco ( 本命チョコ, 'chocolate of love') or giri-choco ( 義理チョコ, 'courtesy chocolate') on Valentine's Day are expected to return the favor by giving gifts to the women. In countries which observe White Day, typically Valentine's Day is celebrated by women and girls presenting chocolate gifts (either store-bought or handmade), usually to the other men and boys, as an expression of love, courtesy, or social obligation. ![]() ![]() White day is celebrated one month after Valentine's Day, on March 14. Flowers and other gifts are also given on this day. Now, men give both white and dark chocolate, as well as other edible and non-edible gifts, such as jewelry or objects of sentimental value, or white clothing like lingerie, to women from whom they received chocolate on Valentine's Day one month earlier. Soon thereafter, confectionery companies began marketing white chocolate. It was started by the National Confectionery Industry Association as an "answer day" to Valentine's Day on the grounds that men should pay back the women who gave them chocolate and other gifts on Valentine's Day the committee of the association who came up with the day were all middle-aged men, meeting at Keio Plaza Hotel in Tokyo. ![]() White Day was first celebrated in 1978 in Japan. In 1977, a Fukuoka-based confectionery company, Ishimuramanseido, marketed marshmallows to men on March 14, calling it Marshmallow Day ( マシュマロデー, Mashumaro Dē). It was primarily an opportunity for girls to show that they like a boy. Valentine's Day was first attempted to be celebrated in Japan in 1936, however it did not begin to be popularly celebrated until the 1970s, giving the day a different observation than in the West. ![]()
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