While Valentine's Day around the world is a day for mutual exchanges of love, Japan does things a little differently. On February 14, women take the lead, gifting chocolates to men — whether as heartfelt tokens of love or out of social obligation.

But does that mean men get off easy? Not quite. Exactly one month later, on March 14, it’s their turn to return the favor on White Day. Often seen as a sequel to Valentine’s Day, this is when men are expected to reciprocate with gifts, typically valued at two to three times what they received.

How did this tradition begin, and what should you give? Let’s dive into the history and customs of White Day in Japan!

Find out more: Valentine’s Day in Japan 

White Day is a day celebrated in Japan one month after Valentine’s Day, on March 14. It was created as a way for men to reciprocate the gifts they received from women on Valentine’s Day. 

On Valentine's Day, it’s customary for women to give chocolates to men, often including giri choco (obligation chocolate) for coworkers or friends and honmei choco (true feeling chocolate) for a romantic partner. 

On White Day, however, it is typically reserved for men to give gifts to their romantic partners. 

White Day in Japan began the same way Valentine’s Day did — through a clever marketing scheme by the confectionery industry. While Valentine’s Day has deep roots in Western history, dating back to ancient pagan festivals over 2,000 years ago, Japan has no historical connection to St. Valentine.

In the 1960s, Japan’s confectionery industry saw a business opportunity to bring Valentine’s Day traditions to Japan. Department stores soon introduced heart-shaped chocolates, transforming February 14 — previously an uneventful day — into a romantic occasion. 

The idea quickly caught on, but things took an unexpected turn when women unintentionally became the primary buyers of this campaign. This one-sided exchange raised an important question — shouldn’t men have a dedicated day to return the favor?

The answer came in the 1970s, thanks to a confectionery shop in Fukuoka. Executive Ishimura Manseido of said shop read a magazine letter from a woman who found it unfair that men received chocolates but weren’t expected to give anything in return. 

She wrote, “Why don’t they give us something? A handkerchief, candy… even marshmallows?” — suggesting that even marshmallows, a relatively cheap sweet, is better than nothing. 

The confectionery store responded by launching a campaign selling marshmallows as “reverse Valentine’s Day gifts.” These “reverse Valentine’s Day” gifts quickly led the public to dub the day “Marshmallow Day.”

Initially, the day was called "Marshmallow Day" because marshmallows were the first gift promoted for men to give in return for chocolates received on Valentine's Day. As other white-colored gifts, like white chocolate, became popular, the name was changed to White Day to reflect the wider range of gifts.

White also symbolizes purity and sweetness, making it a fitting name for this romantic day. 

By the 1980s, the Japanese National Confectionery Industry Association officially recognized White Day, cementing it as a national tradition. Over time, the practice spread beyond Japan, influencing gift-giving customs in China, Taiwan and South Korea, where the emphasis on reciprocating gifts aligns with broader cultural values.

For men, the term sanbai gaeshi serves as a common rule of thumb for White Day gifts. The phrase, meaning “triple the return,” refers to the monetary value of the gift men should give in return, meaning the items they give should be at least three times more expensive than the items received from their partner.

This could range from more expensive chocolates — such as upgrading from supermarket-bought to luxurious department store brands — to jewelry or splurge-worthy dates.

Although recent years have seen White Day — and the preceding Valentine’s Day — growing less popular due to the never-ending reciprocation fatigue, there are still plenty of meaningful ways to celebrate White Day with your loved ones. 

Find out more: How to Celebrate Valentine’s Day in Tokyo

Have a partner whose love language is actions rather than gifts? Valentine’s Day is the perfect occasion to dress up and enjoy a romantic dinner together. Here are a couple of restaurants in Tokyo we recommend for a memorable evening:

Come here for: An “It” couple date at a cool sushi-and-bar venue in Omotesando 

Budget: $ - $$ 

When in Tokyo, a sushi date night is a no-brainer. This trendsetting venue in Omotesando doubles as both a sushi and wine bar, punching up a selection of picture-perfect nigiri and creative maki rolls accompanied by a curated tour through some of the world’s best wines.  

The space itself is just as stylish, swathed in bleached wood and seductively lit, making it the hotspot for fashionable “it” couples clinking sleek wine glasses while enjoying dishes like monkfish liver sushi wrapped in green chili miso or olive-oil-dressed scallop sushi topped with shrimp and salmon roe.

Note: While the video above may mention single diners, this spot is absolutely a stunning restaurant for date nights.

Come here for: An Instagrammable cafe date with your sweet-tooth partner  

Budget: $$ - $$$ 

If the goal is to find one of the most beautiful cafes in Japan, few places rival Ginger Garden Aoyama. The cafe’s instantly recognizable decor features elaborate floral displays, with arrangements of seasonal flowers like hydrangeas and cherry blossoms, creating a magical atmosphere that encloses each table in its own secret garden retreat.

The delectable desserts at Ginger Garden Aoyama are the masterpieces of patissiers Kogita Kodai and Kawamura Naoto, whose stunning creations at parfait bar Constellation and waterfront restaurant Yorimichi Odaiba carry over seamlessly here. 

From macarons to mousse to meringue, they sculpt thematic desserts that are as delightful to taste as they are to photograph.

Come here for: An intimate Michelin-starred, white-table French dining 

Budget: $$ - $$$

If the goal is a cozy, white-table French dining experience at a Michelin-starred venue, head to Requinquer. Holding a Michelin star for eight years, this intimate gem is led by owner-chef Souichi Furuya, who trained in France at the age of 26. 

In his Shirokaneda concept, Souichi marries French techniques with the finest Japanese ingredients; 90% of the ingredients are domestically sourced. To highlight their inherent flavors, Requinquer's dishes use minimal butter, cream and other fats or oils.

That way, you’re less likely to fall asleep if you decide to cuddle up with a movie afterwards.

Find out more: More Romantic Restaurants in Tokyo

As White Day revolves around reciprocating the gifts received on Valentine’s Day, confectionery items are a big hit, and knowing what to choose is key to getting it right.

Diamonds are a girl's best friend, but chocolate is a close second. For foolproof but easy chocolate gifts, head to department stores like Lumine, Isetan or Takashimaya, which are typically connected to major stations.

The food and sweets sections, typically found on the basement floors, feature beautifully packaged chocolate truffles, cakes and pastries. For higher-end options, consider Royce or Godiva, or explore artisanal chocolatiers like Green Bean to Bar Chocolate and Dandelion Chocolate. 

Need some more ideas for chocolate gifts? Use our Chocolate Gift Guide for Valentine’s Day in Japan.

Macarons, the petite, colorful French almond cookies sandwiching a delightful filling, are considered a luxurious treat on their own. While not the typical gift, their presence in specialty sweet shops and their elegant packaging in cute boxes make them an ideal choice for a partner who doesn’t particularly care for chocolate.

Recently, the idea of gifting jewelry or accessories instead of chocolate has gained popularity. Jewelry and accessories are wearable and hold more sentimental value over time. You can splurge on diamonds and gold, but there are more affordable options like gold-plated necklaces, rings and bracelets.

The great thing about Japanese jewelry is its minimalist design and delicate silhouettes, which tend to suit most women, even if you're unsure about their specific preferences. 

Most mid-range jewelry can be found in Japanese department stores. Popular brands include Tsutsumi (known for delicate, mid-range jewelry), Pandora (famous for their collectible charms for bracelets) and Mikimoto (renowned for high-end pearls). 

If you're looking for a broader selection, head to Okachimachi, a lesser-known area among travelers. It’s famous for its jewelry stores, which may not carry big-name brands. This means you’ll pay more for quality rather than the logo.

Though marshmallows were once the signature gift of White Day — originally marketed as the ideal treat for men to give — it’s now an unpopular choice that you might want to skip for a special occasion. 

Gourmet marshmallows are also harder to come by these days, so it may not be the best option to surprise your partner. You can still give marshmallows to your female friends or colleagues, as “cheaper” sweets are typically reserved as tomo-choco (chocolate for friends). 

Keeping the romance going? Check out these recommended restaurants and food tours for a romantic honeymoon in Japan.