『White Day』 is an original event created in Japan. Mainly the men who received a present on the Valentine's Day give a present back on this day. China, Korea, Taiwan, some Asian regions have 『White Day』 in their own way. Candies used to be the most common products as a gift sent back. The reason behind is that candies are enjoyable in your mouth for a while and hard to be broken was believed to represent 『strong bond』 and 『long relationship』. Today White Day's gifts are various as our relationships and cultures are diversified.

Many companies and organizations are claiming they are the 『White Day』's origin. Here is one theory stated by JEVA the organization studying Japanese cultural events.

In 1977, the head of ISHIMURAMANSEIDO found a collum "It's not fair that there's no gift back for giving Valentine's day's gift. Even just marshmallows..." He thought it would be nice to make a day to return a gift back thanking for a Valentine's day's gift. The company started selling marshmallows as returning gifts. The concept was 『I will give your kindness (feelings) you gave me rapped in my tenderness (marshmallows). 』 Then after discussing with other store companies 14th April the marshmallow giving day became 『White Day』.

Even there are several different theories, each sweet had different meaning. Introduced below are a few interesting ones.

-Marshmallows-
It was assumed as 『Return the feelings back = unable to accept your feelings』. Also, marshmallows are soft and dissolved in a mouth quickly, associated to 『fleeting relationship』 meaning marshmallows = No chance.

-Chocolate-
There are 2 different meanings 『returning your feeling』 and 『same feeling as yours』.

-Cookies-
Cookies have a meaning of 『Let’s stay as friends』. The reason behind is that cookies are often reasonably priced and sold in a lot, taken as 『one in a lot and not special』. Another reason is that cookies often have light crispy texter which may be associated with 『light relationship』 which leads to a friendship instead of love affected relationship.

-Hard candies-
Hard candies are often reasonably priced as cookies, however it lasts for long leaving a sweet flavor even after eating. It's associated with 『a long-lasting sweet relationship』.

-Macarons and Baumkuchen-

If the gift was macarons, the meaning behind that is 『You are special. 』 Baumkuchen is also called a tree cake which has many layers as growth rings of a tree. Therefore, its meaning is 『I want to keep a happy relationship with you for a long time. 』They can be chosen for a returning gift of a wedding meaning 『We wish your everlasting happiness. 』

There are gifts other than sweet candies and they also have a meaning for each.

-Handkerchiefs-
A handkerchief as a gift means 『separation』. It is used on many occasions which is most associated with wiping tears in a sad moment. Therefore, it has a negative image. It means 『eternal separation』 and 『misfortune』 according to Chinese Feng Shui although it is not commonly acknowledged in Japan. So, people assume when receiving a handkerchief, it means the person wants separation.

-Soft toys-

It is an interior displayed in a room which has a meaning of 『I am always with you. 』 You can hug and sleep with a soft toy considered a special gift. Teddy bear especially tend to be sent meaning 『think of it as me being with you. 』

-Perfumes-
Perfumes can be associated in a sexual way as the fragrance gets combined with pheromone. Therefore, the meaning behind choosing it as a gift is 『I want an intense relationship with you. 』 It also reflects the desire of possession by making the person wear the fragrance.

Today what and how we choose a gift is various as much as the purpose of a gift. The most important thing is how you express your positive feelings to another person on the occasion.