Today , March 14 , is WHITE DAY . I heard that Japan , South Korea and other East Asian countries celebrate WHITE DAY , a day when men return Valentine favors to women . Unlike in western cultures where couples exchange their mutual love on Valentine's Day , in these countries the holiday is considered a day of WOMEN to show their love and appreciation for men by handing out chocolates and small gifts . In return , men are expected to return the favor a month later ....... And that its today , March 14 .
WHITE DAY has its origin in late 1970s Japan when a local confectionery company in Japan started to market the idea with MARSHMALLOWS , calling it MARSHMALLOW DAY . Now , the day is widely celebrated with gifts varying from candies and flowers , to more expensive fancy dinners and jewelry .
MARSHMALLOW DAY evolved into WHITE DAY and developed its own traditions -- chiefly that if a man hopes his White Day gift will be received as an expression of love it must be more extravagant than the initial Valentine's Day gift.