Capturing White Day Celebrations on Instagram

To see more photos and videos of White Day celebrations, browse the #whiteday, #ホワイトデー and #화이트데이 hashtags on Instagram.

On Friday, 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 for 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 on March 14.

White Day has its origin in late 1970s Japan when a local confectionery company in Southern Japan started to market the idea with marshmallows, calling it Marshmallow Day. Now, the day is widely celebrated across East Asia, with gifts varying from candies and flowers, to more expensive fancy dinners and jewelry.