In Japan, in 1960, Morinaga, one of the biggest Japanese confectionery companies, originated the present custom that only women may give chocolates to men. In particular, office ladies will give chocolate to their co-workers. One month later, in March 14, there is the White Day, created by the Japanese National Confectionery Industry Association as a "reply day", where men are expected to return the favour to those who gave them chocolates on Valentine's Day. Unlike western countries, gifts such as candies, flowers, or dinner dates are uncommon. It has become an obligation for many women to give chocolates to all male co-workers. A man's popularity can be measured for how many chocolate they receive on that day;
***Note: spot the chocolate.
Traditionally, popular White Day gifts are cookies, underwear, white chocolate, marshmallows as well as jewelry, and stuffed animals. Sometimes the term sanbai gaeshi (literally, "thrice the return") is used to describe the generally recited rule that the return gift should be two to three times the cost of the Valentine's gift.
Have a wonderful White Day, love! <3
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