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For the 2001 video game, see White Day: A Labyrinth Named School. White Day is celebrated annually on March 14, one month after Valentine’s Day, when people give reciprocal gifts to those who gave them gifts received on Valentine’s Day. Though Valentine’s Day was first attempted to be celebrated in Japan in 1936, it did not begin to be popularly celebrated until the 1970s, giving the day a different observation than in the West. It was primarily an opportunity for girls to show that they like a boy. White Day was first celebrated in 1978 in Japan. Soon thereafter, confectionery companies began marketing white chocolate.

Now, men give both white and dark chocolate, as well as other edible and non-edible gifts, such as jewelry or objects of sentimental value, or white clothing like lingerie, to women from whom they received chocolate on Valentine’s Day one month earlier. White Day is celebrated one month after Valentine’s Day, on March 14. Valentine’s Day are expected to return the favor by giving gifts to the women. Gift exchanges happen between romantic partners, friends, and coworkers. In the latter half of the 2010s, sales figures indicated a decline in popularity of the observation.

It was seen as a result from the reduction of sales of obligation chocolates on Valentines Day. Another reason given for the reduction of popularity is the changing gender roles within Japanese culture. Outside of Japan, the practice of giving response gifts one month after Valentines Day has spread internationally. In those cultures, White Day is for the most part observed in a similar manner.