Valentine's Day and White Day
in Japan
We have written an editorial about Valentine’s Day which can be
used as a helpful precursor to this article. Please read it as this
editorial follows the assumption that you understand the tradions
and origin of Valentine’s Day in Japan.
Click Here to Read Valentine’s Day in Japan.
Every year on February 14th, many nations including Japan
celebrates Valentine’s Day (
Barentain Dei / バレンタイン
デー ). It is a day where many people show affection to
one another and in Japan, it is a day where women show affection
towards men, instead of men showing affection to women like their
western counterparts. Valentine’s Day is a day where women give
chocolate to men and there’s another thing that really differs from
their American counterpart, and this day happens a month after
Valentine’s Day.
This day is called White Day (
Howaito Dē /
ワイトデー and occurs every year on March 14th. White Day
holds all of the admiration and love of its predecessor but is
intended to be aimed at the men to express themselves after the
women have had their chance.
Japan's Valentine's Day is Different
The biggest differences between the Valentine’s Day you and I know
and the holiday celebrated in Japan is that it is not always a
spouse or significant other giving gifts to each other but also by
social obligations. Such situations may include your boss, father
in law or even just your friends. This holiday was started sometime
in 1977-78 by a company of the name Ishimuramanseido who marketed
marshmallows to men, calling the day Marshmallow Day
(
Mashumaro Dē / マシュマロデー). It was later
adopted as White day after the production of white chocolate became
commonplace. Today it is not uncommon for any chocolate or present
to be gifted such as jewelry and family heirlooms but is commonly
used by men to return the affection to the one that they like the
most.
Expectations of Men
Men are expected to return the chocolate value times three which is
referred to as sanbai gaeshi 三倍返し.The traditions of White day are
all very similar to that of its sibling holiday except the gifts
are mostly white, though not required to be. Some may believe that
holidays like these only serve to have corporations milk your
emotions to feel bad about not spending money on your friends or
family but there are just as many who take this opportunity to make
the people we care for feel more appreciated.
As long as you gift from your heart, the monetary value becomes
irrelevant. Those of different genders or preferences will
celebrate these two days however they want and those whom are gay
will often call White Day as
White Gay.
The Controversies
Controversy does exist for both Valentine’s Day and White Day,
despite them being seen as “Hallmark” holidays, every year it would
seem that protesters will be seen on the news denouncing the
celebration of either or both holidays. Recently, there have been
some expectations for White Day where intercourse is almost
expected on that day. It’s not a mandatory expectation but only
what has been set as a trendy expectation by today’s teens and
young adults.
Even with such controversies gaining more momentum every year,
Japan remains the biggest purchaser of chocolate goods in the world
and continues to break records every year.
Please be sure to read our other editorial,
Valentine’s Day in Japan, it is an excellent editorial that
goes into great detail about the different types of chocolate and
history behind Valentine’s Day.
Photos provided by Brent 2.0, Mr. Hayata and Ewen Roberts
