White Day in Japan: How It Differs from Valentine’s Day and How Travelers Can Enjoy It

In Japan, one month after Valentine’s Day on February 14, comes “White Day” on March 14, a day for giving return gifts. Around this time, department stores and confectionery shops fill their shelves with all kinds of gifts, and travelers can enjoy this uniquely Japanese custom simply by browsing and choosing sweets.

This article explains the origins of White Day in Japan, how it differs from Valentine’s Day, the meanings attached to different sweets, and how much people typically spend on return gifts. We’ll also share ways to enjoy White Day while sightseeing, so use this guide when planning a trip to Japan in March.

White Day in Japan is held every year on March 14, when people who received gifts on Valentine’s Day give something back in return. The custom began in Japan and has since spread to places such as South Korea and Taiwan. Below, we look at White Day in Japan from three angles: the origin of the date, the origins of the holiday itself, and how it differs from Valentine’s Day.

The Zenkoku Ame-gashi Kogyo Kyodo Kumiai (National Candy Industry Cooperative Association) points to a legend from Roman times to explain why White Day falls on March 14. In 3rd-century Rome, Saint Valentine helped young couples who had been forbidden to marry, and he was martyred on February 14. According to the legend, one month later, on March 14, those couples pledged their eternal love to each other, and this is said to be where the date comes from. Because March 14 is exactly one month after Valentine’s Day, people who received gifts also have a full month to prepare something in return.

Source：Zenkoku Ame-gashi Kogyo Kyodo Kumiai, “A Day for Giving Candy”

There are several theories about how White Day began. The two most often cited are “Marshmallow Day,” created by Ishimura Manseido, a confectionery shop in Fukuoka, and the efforts of the Zenkoku Ame-gashi Kogyo Kyodo Kumiai.

According to Ishimura Manseido, White Day grew out of Marshmallow Day, which the company came up with in 1977. Meanwhile, the Zenkoku Ame-gashi Kogyo Kyodo Kumiai designated March 14 as a day for giving candy in 1978 and held the first White Day on March 14, 1980 (Showa 55 in the Japanese calendar). The name “White Day” reflects the association’s view of white as a symbol of purity.

Source：Ishimura Manseido, “This Is Where White Day Began”

Source：Zenkoku Ame-gashi Kogyo Kyodo Kumiai, “The Untold Story of How White Day Was Born”

Source：Zenkoku Ame-gashi Kogyo Kyodo Kumiai, “A Day for Giving Candy”

Valentine’s Day and White Day in Japan differ in three ways: the date, who gives the gifts, and the main type of gift.Today, some people exchange gifts regardless of gender, so think of the table below as showing general trends.

What is Valentine’s Day in Japan? Understanding its Origins and Chocolate-Giving Customs

In Japan, a popular belief holds that each type of sweet given as a White Day return gift carries its own meaning. However, these meanings vary by region and generation, and it’s not unusual for Japanese people themselves to be unaware of them. Below, we break down five classic White Day sweets.

Candy is said to mean “I like you,” making it a good return gift for a partner or someone you want to show your feelings to. Because candy melts slowly in the mouth, it also expresses the hope that a relationship will last a long time. And since the Zenkoku Ame-gashi Kogyo Kyodo Kumiai designated White Day as a day for giving candy, it’s a fitting, quintessential White Day gift.

Cookies are said to mean “Let’s stay friends,” making them a good return gift for friends or coworkers. Their light, crisp texture is associated with an easygoing relationship, so cookies are considered a symbol of friendship. You’ll find a wide range of cookie products, from luxury assortments in decorative tins to small individually wrapped packs. If you’re handing out return gifts to several people at work, individually wrapped cookies make distribution easy.

Marshmallows are closely tied to the origins of White Day, but today some people interpret them as meaning “I don’t have feelings for you.” Originally, Marshmallow Day carried the idea of wrapping the chocolate you received in your pure, “white” feelings and giving it back. That image of wrapping something up and returning it has since led to a more negative interpretation.

Marshmallows are a good return gift for friends or family who know the story behind White Day. If you give marshmallows to a partner or someone you have feelings for, include a message card expressing how you feel.

White chocolate is a popular return gift because it’s a white sweet that matches the name “White Day.” You can give white chocolate to a wide range of people, including friends, family, and partners, but some say it carries the meaning “Let’s stay friends.” If you’re giving it to your honmei (the person you’re truly romantically interested in), it’s a good idea to mention that you chose a white sweet in honor of White Day.

Macarons are said to mean “You’re someone special,” making them a good return gift for a partner or someone important to you. Making macarons takes skill and time, and they tend to be pricier than other sweets. Because they’re an elaborate, upscale treat, macarons are thought to express special feelings.

Sanbai-gaeshi (“triple return”) is the idea that your White Day gift should be worth three times the value of the gift you received on Valentine’s Day.

The term sanbai-gaeshi was once widely known, but these days people tend to prefer return gifts in an amount that won’t make the recipient feel burdened. The current norm is a return gift worth about 1.5 to 2 times what you received. Keep in mind that an overly expensive gift can make the other person feel uncomfortable or obligated. Here are general budget guidelines by recipient:

Travelers can also experience the atmosphere of White Day in Japan through shopping and dining. In early March, department stores and confectionery shops across Japan set up White Day sections and sell limited-edition sweets and gifts. Below are three ways travelers can enjoy White Day.

If you visit a department store during the White Day season, you can compare and choose from a variety of limited-edition sweets. Picking out some treats for yourself makes for a fun souvenir of your trip. Fair dates and product lineups vary from year to year, so check the department store’s official website for the latest information before you go.

If you’re visiting Fukuoka, consider picking up marshmallow sweets as omiyage (souvenir gifts) at Ishimura Manseido, considered one of the birthplaces of White Day. Ishimura Manseido’s main store is located in Susaki-machi, Hakata-ku, Fukuoka City, and the company also has shops at Hakata Station and Fukuoka Airport. Products and store locations are subject to change, so check Ishimura Manseido’s official website before visiting.

Source：Ishimura Manseido, “Store Locations”

If you’re traveling with a partner, you might choose to enjoy a special meal at a restaurant. In Japan, in addition to giving gifts, some people celebrate White Day by dining out with their partner. In Tokyo, one option is a hotel restaurant where you can enjoy a course meal while taking in views of the city. If you have a particular restaurant in mind, check its opening hours and whether reservations are available in advance.

White Day in Japan is a day for expressing gratitude and affection by giving return gifts for presents received on Valentine’s Day. Each sweet is said to carry its own meaning, but since these aren’t widely agreed-upon rules, choose based on the recipient’s tastes and your relationship with them. Rather than worrying about sanbai-gaeshi, what matters most is conveying your feelings within a comfortable budget.

During your trip, you can hunt for limited-edition sweets at department stores, visit Ishimura Manseido in Fukuoka, or enjoy a meal with your partner. Check the latest information on fairs and shops, and enjoy White Day in a way that fits your travel plans.

*This article is based on information as of October 2026.