The significance of White Day is the
repayment of an obligation, rather than confessions of love.
However, couples can get together on White Day too, if males
are smart enough to give females gifts of greater value than
what they were received earlier.
Originally, in 1977, a Kyushu candy store, Ishimurumanseido,
started to promote marshmallows as a return gift from males
to females for Valentine’s Day. The store’s product
was a white marshmallow inside chocolate cream. The white marshmallow
represents the male’s pure heart.
Other stores also started to promote candy and cookies. And
then, in 1980, when the candy and confectionery industry promoted
catch phrase, “repay with love,” the White Day
tradition was established. It was named White Day, because
white is a symbolic
of being pure-hearted.
The White Day campaigns succeeded in increasing the sales
volume of candy, by more than $66 million in a short period
years, according to the candy and confectionery industry cooperative.