Why the UK Should Embrace Japanese White Day on 14 March

Every year on 14 February, the UK celebrates Valentine’s Day with cards, chocolates, gifts, flowers, and romantic gestures.

But in Japan, the story doesn’t end there. Exactly one month later, on 14 March, people celebrate White Day, a charming tradition that could easily find a place in British culture as well.

White Day began in Japan in the late 1970s as a response to Valentine’s Day traditions there. In Japan, it is customary for women to give chocolates to men on 14 February. 

These gifts can range from honmei choco (romantic chocolates for a partner or crush) to giri choco (friendly or obligation chocolates for colleagues and friends). 

Then, on White Day, the men return the favour by giving gifts back to the women who gave them chocolates.

The gifts traditionally include white chocolate, marshmallows, biscuits, jewellery, or other thoughtful presents. Importantly, the idea is that the return gift should show appreciation and effort, often considered to be worth more than the original gift.

It’s a sweet, thoughtful tradition that balances the Valentine’s exchange and adds another moment of kindness to the calendar. So why not bring White Day to the UK?

For British retailers, cafés, and independent shops, White Day presents a wonderful opportunity. March can be a relatively quiet period after Valentine’s Day and before Easter. Introducing White Day promotions—whether themed desserts, chocolate gift boxes, or small token presents, could provide a welcome mid-March boost for businesses.

From a cultural perspective, White Day also encourages gratitude and reciprocity. Valentine’s Day often focuses on grand romantic gestures, but White Day can feel a little more playful and inclusive. It can be about saying thank you to someone who showed kindness, affection, or friendship a month earlier.

The UK has a long tradition of adopting and adapting international celebrations. Think about how Halloween, originally rooted in Celtic traditions but popularised through American culture, became a major annual event here? Similarly, celebrations such as Black Friday have quickly found their place in the British retail calendar.

White Day could follow a similar path, starting as a niche celebration among fans of Japanese culture, anime, and international traditions, before gradually gaining wider popularity.

With the UK’s growing appreciation of Japanese food, culture, and seasonal traditions, now may be the perfect time to introduce White Day to a broader audience.

So this 14 March, why not try celebrating White Day yourself? If someone gave you a Valentine’s treat last month, return the kindness with a thoughtful gift, a handwritten note, or a box of chocolates.

Sometimes the nicest traditions are the ones that simply encourage us to say “thank you.”