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White Day, Japan

White day is a bit like Valentine’s Day’s cousin, as it is celebrated March 14th in Japan. Both are similar in the sense that it is about gift giving and love BUT different in that it’s not about exchanging gifts.

Traditionally V-Day is when ladies give the men in their lives: boyfriends, husbands, fathers, teachers, bosses and co-workers gifts, usually in the form of chocolate. Why?

Back in the 1950s when the company Morinaga was trying to market Valentine’s Day in Japan, they created an extensive campaign about the chocolate-giving traditions in America and hoped that Japanese people who wanted to “Westernize” would catch on.

There was a slight problem, though, because of a transitional error, instead of saying “Giving chocolates on Valentine’s Day is a way for men to express love to women” it was published “Giving chocolates on Valentine’s Day is a way for women to express love to men.” – Tokyo Cheapo.

Unlike in the West where we have many theories about how Valentine’s Day came about, like who’s this Cupid guy? Does it relate to the Roman festival of Lupercalia?

The explanation for White day is a little more straight forward:

First celebrated in the year 1978. It was introduced by the National Confection Industry who came up with an idea that men should return the favour to women by presenting gifts on Valentine’s Day. – Fundoo Times.

The other similarity between the two, is that White Day tends to also be viewed as just another big marketing ploy from confectionary companies, to get you to spend even MORE money.

What are your thoughts about both ‘holidays’? Would love to hear what you think.

**Photo sources: One.

Happy White Day xo


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