Listen up, ladies! While men are on the hook for providing the flowers, chocolate, gifts, and romantic getaways during the Valentine's Day holiday in much of the world, the roles are reversed in Japan, South Korea, Taiwan, and China!
In these countries, February 14th is reserved for the men to receive chocolates as a sign of love and affection. While hand-made chocolates are preferred because they show real sincerity and effort, store-bought chocolate is perfectly acceptable.
But don't worry, girls. You have your day too.
The men who receive chocolates during Valentine's Day are expected to return the favor to the woman one month later on March 14th, also known as White Day. Popular White Day gifts aren't just something sweet, either; they generally should be sanbai gaeshi, or "triple the return." That means the gift should be three times as valuable as the Valentine's gift. The gifts typically include cookies, jewelry, lingerie, or any other mix of white goodies.
The National Confectionery Industry Association started White Day in Japan in 1978 as an "answer day" to Valentine's Day. The first marketing ploy was by a confectionery company that marketed marshmallows; appropriately, they called March 14 "Marshmallow Day." The name changed when more white treats got in on the fun, like white chocolate and clothing.
