White Day

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Today is White Day in Japan, the day on which men who are supposed to reciprocate by giving cookies (or something else) to women who gave them chocolate on Valentine’s Day. What I’ve heard but can’t confirm from any reliable source, is that White Day originated after a company who introduced Valentine’s Day in Japan in 1958 first tried to market it as it is in western countries, but apparently failed in their effort, as men wouldn’t by chocolate for the object of their love. As it is more traditional for men to declare their love to women in Japan, the company thought it would be a great way for women to express their feelings without the “embarrassment” of actually saying it, and switched their marketing campaign towards women. The new strategy worked well, and in 1965, a marshmallow company invented “Marshmallow Day” (which became “White Day” later on), a scheme to boost their sales by encouraging men into buying their product as a reply to the chocolate they had received on Valentine’s day. Although it is not as popular as Valentine’s Day, it is still considered important enough to trigger a commercial frenzy! Happy White Day!

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5 Responses to “White Day”

  1. Miss Bad Penny Says:

    When I read the “Happy White Day” banner, I thought it was a day when everyone had to wear white because my old company did have a “White Day” when my boss showed up in his Prince Charm white suit.

    But anyway, have you baked enough cookies for the ladies yet??

  2. Rob In China Says:

    Everything is tied to commericial success!

    As for Valentines day, these gifts of chocolate are divided into two types: giri choco (obligatory chocolate) and honmei choco (chocolate for the man the woman is serious about). Giri choco is given by women to their superiors at work as well as to other male co-workers. It is not unusual for a woman to buy 20 to 30 boxes of this type of chocolate for distribution around the office as well as to men that she has regular contact with.

    The White day is pretty much taking advantage of the Japanese feelings of obligation and to ease the guilt men feel for receiving chocolates on Valentines day.

  3. maizzy Says:

    I am so happy to hear that there’s atlast a holiday on my b-day, yes it was constructed for marketing purposes but heck!

    HAPPY WHITE DAY!! on my special day! :)

  4. Emily Says:

    Happy White Day!!!! Hehe….and……………………………….
    HAPPY PI DAY!!!! Yes that’s right it’s Pi day. “Irrational but well Rounded”

  5. ブーメラン Says:



    「Why don’t you stop me」(?マーク無し)が

    Why don’t you do・・・?