White Day is a romantic holiday celebrated in Japan, Taiwan and South Korea. The holiday falls on March 14, one month exactly after Valentine’s Day. Tradition in these countries holds that women are supposed to give men romantic gifts on Valentine’s Day, while men are supposed to return the favor on White Day.
In 1978, the Japanese National Confection Industry recommended that men return the favor on March 14th, not coincidentally boosting confection sales. The day was originally called Marshmallow Day, as Ishimura Manseido, a candy company, created marshmallow treats specifically as gifts for this new holiday. Other companies soon followed, specializing in white chocolate treats. The day eventually became referred to as White Day, although gifts of regular dark chocolate are now common.