White Day is celebrated on March 14, one month after Valentine's Day. It is the opposite of Valentine's Day: Men give cakes or chocolates to women. It is not a national holiday.

Men are supposed to return the favors received on Valentine's Day one month later on White Day, a Japanese creation. White Day is believed to have been introduced by a marshmallow manufacturing company in the 1960s. The white marshmallows gave the day its name but other kinds of presents such as candy, flowers, etc. have become more popular over the years.