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The Best and Most Popular Gifts for White Day, a Special Japanese Custom

Celebrated every March 14th, White Day is a unique custom that began in Japan. Read on to learn some bits of trivia about this special day.

What Does White Day Mean?

White Day, which is celebrated on March 14th, is the day when men who received gifts on Valentine’s Day return the favor by giving gifts to women. As this day draws nearer, the sweets corners in department stores and the confectionery sections in supermarkets get filled with rows and rows of various sweets.

History of White Day: When Did it Start?

The Japanese-style White Day began in the 1970s. Different theories exist about its origin, but the prevailing theory is that the confectionery industry proposed to create a counterpart for Valentine’s Day, and then started advertising and selling sweets that men are advised to give to women. It is believed that since the Japanese have always had the custom of returning the favor when they receive something, it was rather easy for the culture of White Day to take root in the country.

What Return Gifts are Popular?

Women receive a wide array of gifts on White Day, but the staple gift is still confectioneries. Some return gifts that are particularly popular are candies, macarons, marshmallows, and cookies.


PIERRE HERMÉ PARIS is said to have the most delicious macarons. Made from only the best set of ingredients, their macarons are characterized by their rich aroma and robust taste. On White Day in 2020, the brand will launch limited-edition boxes (prices start at 1,620 JPY (incl. tax)) for a box of three pieces) in collaboration with MERAKILYA Design, a French artist who is particularly active in Hong Kong. Whoever receives this gift will surely feel happy just by looking at the set of colorful, festive macarons, including flavors such as the famous "Aurora" and the new "Jardin Printemps".



Chocolates by Pierre Marcolini

Pierre Marcolini, a luxury chocolate brand from Belgium, is famous for its chocolates that are made from carefully selected ingredients and that look like works of art from all aspects: from their beautiful designs, to their taste, aroma, texture, and aftertaste. For White Day, you should consider this brand’s Gradation Cool series of heart-shaped chocolates made of various flavors of ganache coated with white chocolate. If you want to enjoy the world of Marcolini, then it would be best to buy the White Day Selection 9-Piece Box (3,400 JPY (excl. tax)) that comes with an assortment of both Marcolini’s classic masterpieces and new flavors.

Chocolates by Pierre Marcolini

Cookies by Fika

Fika, which means "teatime" in Swedish, is a brand of sweets that is only available in Isetan’s Shinjuku Store. Its classic Hallongrottor (1,080 JPY (incl. tax)) cookies, made by filling the center of the butter-rich cookie dough with jam, are characterized by their mild flavor and melt-in-your-mouth consistency. These cookies are also easy to carry because they are quite light, so they’re perfect as a souvenir.

Cookies by Fika

3-14-1 Shinjuku, Shinjuku-ku, Tokyo

Candies by Ameya Eitaro

Ameya Eitaro is a new brand from the veteran confectionery shop Eitaro Sohonpo, founded in 1818. Young women love their candies for their fashionable packaging that make them look like cosmetics, and their traditional flavors. Its signature product is the Sweet Lip (prices start at 594 JPY (incl. tax)), a cute candy that is designed to look like a lip gloss by putting the toffee-based candy inside a tube.

Candies by Ameya Eitaro

S’MORE by D&N Confectionery

S’MORE is a revolutionary marshmallow treat where roasted chocolate is laid on a crispy tart, topped with an original marshmallow blend, and then baked. With this delight, you will get to enjoy the crisp texture of the chocolate that accentuates its flavor, and the springy, chewy goodness of marshmallow, in a single bite.

S’MORE by D&N Confectionery

The closer you get to White Day, the wider the variety of sweets you will get to see in department stores and storefronts of supermarkets. So, if you love sweets, you have to check out the abundant lineup of treats for White Day!

*Please note that the information in this article is from the time of writing or publication and may differ from the latest information.

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