White Day, celebrated in Korea on March 14th, is a romantic tradition where men return the favor to women who gave them chocolates on Valentine’s Day, often gifting sweets, chocolates, plush toys, flowers, or even luxury items—sometimes following the belief that the return gift should be three times the value of what was received. Originating in Japan in the late 1970s as a marketing campaign for marshmallows, White Day has since evolved into a major celebration in Korea, with stores offering themed gift sets and businesses providing special promotions for couples. While primarily a day for romance, friends sometimes exchange sweets, and those who received nothing on Valentine’s Day have Black Day (April 14th) to look forward to, where singles gather to eat jajangmyeon (black bean noodles) together. Whether part of a couple or simply indulging in sweet treats, White Day reflects Korea’s rigid dating culture, and incorporation of commercialism in most aspects of everyday life.
[Photo by Budgeron Bach]
