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 on Valentine's Day. It began in Japan in 1978; its observance has spread to several other Asian nations and countries worldwide.

White Day is celebrated one month after Valentine's Day, on March 14. In countries that observe White Day, typically Valentine's Day is celebrated by women and girls presenting chocolate gifts (either store-bought or handmade), usually to the other men and boys, as an expression of love, courtesy, or social obligation.
On White Day, the reverse happens: men who received a honmei-choco (本命チョコ, 'chocolate of love') or giri-choco (義理チョコ, 'courtesy chocolate') on Valentine's Day are expected to return the favor by giving gifts to the women. Gift exchanges happen between romantic partners, friends, and coworkers. Traditionally, popular White Day gifts include food like white chocolate, marshmallows, candy, cookies, and other "white" accessories like jewelry, bags, lotions, and lingerie. Nowadays, gifts do not have to be white.