So, White Day 화이트데이 is finally here! After a month of torment and sleepless nights I will finally find out whether my Valentine will reciprocate my gift and my love (we’re about to celebrate our 6 year anniversary so he’ll be in the doghouse until next year’s White Day if he doesn’t!)
Although the 14th of every month has some kind of romantic significance for Korean couples (see here!), the 14th of February, March and April are the most widely celebrated. The girls give chocolates to their loved ones or crushes on February 14th, and the guys then have a month to consider their options before giving a present to the girls in their life on White Day.
White Day is observed in several countries across east Asia, including Japan, China, Taiwan and of course, South Korea. It was first celebrated in Japan during the 1970’s, after the National Confectionery Industry Association proposed an ‘answer day’ to Valentine’s Day. Consequently, many people think of White Day as nothing more than an elaborate marketing ploy, created purely to boost confectionery sales.
The tradition began by giving marshmallows or white chocolate, but recently gifts of jewellery, cosmetics and even designer handbags have become popular. According to department store statistics, the spending on White Day is much higher than during Valentine’s week, and increases by 10-20% each year. Unfortunately for the boys, they are expected to splash out a lot more than the girls!
Happy White Day!
Amy in Wonderland 