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About White Day
China Japan & Korea
Ends: Mar 14, 2025
DESCRIPTION:
WHITE DAY
Valentine's Day 2.0
On White Day, men across Japan, South Korea, and parts of China mark White Day, a reciprocal celebration similar to Valentine's Day. While Valentine's Day in these regions traditionally sees women presenting chocolates and gifts to men, White Day reverses the roles: men offer return presents—often white-themed confections or small tokens of affection—to the women who remembered them a month earlier. These gifts range from cookies and candy to jewelry, reflecting affection and gratitude.
The holiday originated in Japan in the late 1970s, reportedly sparked by a marshmallow manufacturer's marketing campaign. The idea quickly took root, evolving into a nationwide custom. White Day spread beyond Japan's borders in the following decades, particularly to South Korea and China. Stores begin displaying pastel-colored sweets and heart-shaped merchandise well in advance, and couples often use the day to enjoy dinners out or exchange more personalized gifts.
For many in East Asia, White Day underscores the mutuality of relationships—building on February's romantic gestures by offering a second opportunity to celebrate love and appreciation in springtime.
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