Japanese Culture

March 14, exactly one month after Valentine’s Day, is known in Japan as White Day. White Day is a tradition that originated in Japan and is widely recognized as the day when men give gifts in return to those who gave them chocolates or other presents on Valentine’s Day.

White Day began to spread around 1980 through Japan’s confectionery industry. Today, it is celebrated not only in Japan but also in places such as South Korea and Taiwan.

In Japan, Valentine’s Day has a unique custom. In addition to giving chocolates to a romantic partner or someone special—known as honmei choco—people also give giri choco, chocolates shared with friends, coworkers, or acquaintances as a gesture of appreciation. On White Day, it is common for men to give gifts in return for the chocolates they received.

This custom is also connected to a long-standing Japanese cultural tradition: when someone receives a gift, it is customary to give something back as a sign of gratitude.

While chocolates are the classic Valentine’s Day gift, sweets are also the most popular choice for White Day presents. Chocolates and cookies from well-known shops remain timeless favorites. In recent years, cute petit cakes and colorful macarons have also been gaining popularity. For someone who gave honmei choco, some people choose a more special gift, such as jewelry.

In Japan, department stores and shopping malls begin setting up special White Day displays well in advance. These displays are filled with a wide variety of gift ideas, and simply looking at the colorful sweets and beautifully packaged treats is enough to make you feel the arrival of the White Day season.

If you are staying in Yokosuka, be sure to check out the White Day displays at local shops around the city. While enjoying this uniquely Japanese tradition of “return gifts,” you might just find the perfect present here in Yokosuka.