March 14 is White Day! It began as the day when marshmallows, candies and white chocolates were given by the guys to the ladies in return for the chocolates they received during Valentines day. This used to be a uniquely Japanese holiday but I read somewhere that it is now observed in Korea and Taiwan as well.

In the mid 1970s, it was observed that guys who received chocolates on Valentines day began “returning the favor” by giving cookies, candies or marshmallows.

The confectionery industry took note of that and in 1978 decided to create a “Candy day”. It took 2 years for the assigned committee to prepare for a national campaign, and finally in 1980, they launched the “White day” campaign. “White” because the sugar used in these sweets is color white. It also denotes the purity and freshness of young love.

The reason for the date, March 14, goes back to the history of Valentine’s day. Its believed that in the year 269, on February 14, a priest by the name of Valentine was executed for continuing to marry a couple despite the order by the Roman emperor for single soldiers to not wed. A month after the death of Valentine, the couple vowed their undying love.

Now, the guys who received honmei-choco or giri-choco during Valentine’s day are expected to return the favor. Aside from giving sweets to the ladies, some magazines began promoting that the value of the gifts must be sanbai gaeshi (三倍返し), which means it should be 3x what the they received. So aside from chocolates (チョコレート), cookies (クッキー), and candies (キャンディー), guys give white lingerie (ランジェリー) and jewelry (アクセサリー) as a gift.

You can’t ignore White Day in Japan since it is given as much attention as Valentine’s Day in the retail world. Department stores and smaller shops would have some kind of event or promotions starting a few days after February 14 up to March 14. This year in particular may be a great year to be in Japan since they are celebrating the 30th anniversary (30周年記念) of White Day!

Godiva and Suehiro has a tie-up promotion. A K10 pink gold sapphire (September birthstone) pendant necklace (heart motif) with Godiva sweets (http://item.rakuten.co.jp/jewelry-suehiro/m104-04001009-g/). You can actually choose the birthstone of the person you are giving it to. Sweet! Some other suggested items would be a Tiffany open heart pendant necklace or a Samantha Thavasa (one of my favorite brand!) ribbon motif necklace.

I found a website with White Day gift recommendation. They recommend the following: Nintendo DSI (pink), PSP (white), DVDs and CDs, jewelry and fashion items. Mitsukoshi Department store is once again giving amazing options for gift givers who wants to stay true to why White day was made: Sweets (http://www.mitsukoshi.co.jp/whiteday/)　While going through the many sweets options, I found this super cute crystal bear pendant teddy bear. I want one!!! Another cute idea for a gift is this petite sweets phone strap!

Sooo kawaii (かわいい)!

But if all these suggestions are too overwhelming, and decide on a simple candy instead, be prepared. In my personal opinion and observation, there are probably more than a million kinds of candies to choose from! One of the most beautiful candies I have seen is from Japan. Its called kyo ame (京飴). Let the picture speak for itself. These are the creation of Ayanokōji (http://www.ayanokouji.co.jp/ ), now in its 134th year. Yes, 134th year! Truly a masterpiece.

Lastly, let me share with you the White Day limited edition products from the newest addition to Japan’s contribution to the confectionery world, Royce. They came up with the Royce White Day box, Royce Sweet Selection (White Day), Royce Collection (White Day) and the Royce Nama Strawberry. Yummy!!! I wonder if its available in Manila…

All these gift ideas made me want to go to Japan on Valentine’s day and give out chocolates to all my friends, clients, and former colleagues. Even a 500 yen chocolate will come back to me in the form of a 1500 yen gift! And for the ladies who did gave away chocolates last month, make sure the guys you gave to reads this blog. Then March 14 would be like Christmas!!!

Contributor: Ms. Yumi Calderon - Japanese interpreter, trainer and consultant