My Wife's Least Favorite Japanese Holiday

Japan's Most Annoying Holiday (per my wife)

Welcome to all my new subscribers. I hope you enjoy my news and musings. I normally try keep it to one newsletter a month, but a giveaway of inspy books (and an ereader) has me sending out what is my second newsletter this March.

The giveaway starts today, and there's more information below, but there is something else I want to talk about first.

Today (March 14) is a holiday in Japan.

It's not a government holiday. Today's day was an attempt by a specific merchant to promote shopping. It stuck and spread to other merchants.

It's called White Day.

As I mentioned a few newsletters ago, the Japanese day most like Valentine's Day is Christmas Eve. On Christmas Eve in Japan, couples go out for dinner, exchange gifts, and possibly get engaged. Japan does celebrate Valentine's Day, but it's one sided. In Japan, Valentine's Day was adopted as a day where it was considered acceptable for girls to tell guys that they like them. They do this, usually, by giving chocolate. It was started either in the 1930s or 1950s, but it didn't take off until the 1970s when Japan's economy began to grow significantly. Depending on the relationship (friend, coworker, that special someone), there are various types of chocolate for the occasion. Cookies and homemade items are also acceptable. Around half of all chocolate sales in Japan are supposedly related to Valentine's Day

So what it a White Day?

White Day is the Day of reciprocation. In other words, men who receive chocolate on Valentine's Day are supposed to give something back.

White Day was started in 1978 by a marshmallow company in southern Japan. It was originally called Marshmallow Day and marketed to men. A national confectionary association soon adopted it, turning it into the celebration it became. Many confections are popular gifts. For the special woman in a guy's life, jewelry and lingerie are also acceptable. The picture at the top of the newsletter is a department store display of White Day gifts. The confection in the middle is an example of something you might find.

So why does my wife not like White Day?

Well, as I mentioned, it's a shopping holiday. Valentine's Day at least has an origin beyond the merchandising aspect. However, as White Day has no significance beyond just spending money, my wife thinks it's a bit goofy if not ridiculous.

Things are changing a bit. As roles between men and women are changing in Japan, White Day's popularity is waning there. At the same time, a few other countries in Asia have adopted this March 14 ritual.

As for my wife, she may not like this holiday, but she's never not been happy about being showered with white chocolate.

Or maybe she just wishes I was better at jewelry purchases.

Next month, I'll be talking about cherry blossoms.