Valentine's Day and White Day in Japan

How Valentine's Day and White Day work in Japan: who gives chocolate, honmei, giri, tomo and jibun choco, the March 14 return gifts and where they began.

Published October 18, 2026 at 6:01 AM JST | By Tokyo Paul

Quick answer: In Japan, Valentine's Day on February 14 is traditionally when women give chocolate, and White Day on March 14 is when gifts are returned. Honmei choco is for romance, giri choco for courtesy, tomo choco for friends and jibun choco for yourself.

Valentine's Day in Japan has its own flavor, and anyone who visits in early February will notice it right away. Department stores build glittering chocolate displays, convenience stores stock heart-shaped boxes, and shoppers browse beautiful sweets with the care usually reserved for jewelry. A month later, on March 14, comes a second holiday called White Day, when the gift-giving continues in the other direction. This guide explains how the two days work, how the customs began, which kinds of chocolate people give, and how travelers can join in the fun.

How Is Valentine's Day Different in Japan?

In many Western countries, couples exchange gifts and cards on February 14. In Japan, the tradition developed differently. The custom is that people give chocolate, and historically it is women who give it to men. The gift might be for a romantic partner, a friend, a colleague or even oneself, and the choice of chocolate often says something about the relationship. Men are expected to respond a month later, on White Day.

Because chocolate is the star of the season, the weeks before February 14 are an exciting time to visit a Japanese department store. Basement food halls, called depachika, create special sales areas with chocolates from famous makers in Japan and abroad. Even if you are not buying gifts, walking through the displays is a delightful, free way to enjoy seasonal culture and see how creative Japanese confectioners can be.

What Do Honmei, Giri, Tomo and Jibun Choco Mean?

Several special terms describe the different types of Valentine's chocolate. Honmei choco means "true feeling chocolate," and it is the premium gift for a romantic partner, a husband or a crush. It is often more expensive or handmade, and it carries a personal message. Giri choco means "obligation chocolate" and refers to inexpensive chocolate given to coworkers, bosses and acquaintances as a courteous gesture.

In recent years, other categories have grown in popularity. Tomo choco is friendship chocolate, exchanged among friends, often swapped back and forth in a spirit of fun. Jibun choco means "chocolate for myself," a treat purchased for personal enjoyment, and it has become a favorite way to sample luxury sweets. Surveys and news reports in recent years suggest that many people now prefer friendly and personal gifts such as tomo choco and jibun choco over the older office custom of giri choco, and some workplaces have moved away from it. The shift shows how the holiday keeps evolving with the times.

Homemade chocolate is also part of the story. Many people enjoy melting and shaping chocolate at home, especially for honmei choco, because a handmade gift shows time and effort. Shops often stock baking supplies and wrapping materials in early February. For visitors who like hands-on experiences, a chocolate-making class, where one is available, can be a charming way to connect with a local custom.

How Did Valentine's Day Become Popular in Japan?

The origins of the chocolate custom are not completely clear, but confectioners helped spread it. Chocolate companies began promoting Valentine's Day in Japan in the mid-twentieth century, and department stores played an important role. A well-documented early example is a Valentine's Fair held in 1958 by the Mary Chocolate company in Tokyo, which was a quiet beginning that later grew considerably. By the 1970s, the idea had caught on widely, in part because more women had their own income and enjoyed buying chocolates to express feelings. Magazines and advertising helped turn it into a seasonal event.

The custom is a good example of how Japan takes foreign holidays and adapts them in a creative way. The same thing happened with Christmas and Halloween, which also have a distinctive local flavor. Over the decades, Valentine's Day in Japan became a combination of romance, friendship and treats, supported by a thriving confectionery industry that loves seasonal products.

What Is White Day and When Is It?

White Day takes place on March 14, exactly one month after Valentine's Day. It is the day when people who received chocolate give a gift in return. The idea began in the late 1970s. In 1977 a confectionery company in Fukuoka promoted marshmallows to men on March 14 under the name "Marshmallow Day," and in 1978 the National Confectionery Industry Association promoted the date as an "answer day" to Valentine's.

Typical gifts include white chocolate, marshmallows, cookies, candy and sweets, and some people give flowers, accessories or small household goods. There is a popular guideline called sanbai gaeshi, meaning "triple the return," which suggests that the gift should be worth two or three times the value of the original. Not everyone follows it, and many people prefer to choose something thoughtful that fits the relationship instead. White Day has spread beyond Japan to places such as South Korea, Taiwan and China, and white-themed sweets such as white chocolate and marshmallows remain classic choices.

How Can Travelers Join in the Fun?

Visitors can enjoy the holidays in a few easy ways. The simplest is to visit a department store food hall in early February and browse the seasonal chocolate fairs. Gift boxes come in every size and price range, and staff can often help you choose something suitable. Bakeries and cafes introduce limited seasonal menus, and convenience stores carry affordable themed sweets that make fun souvenirs. In March, look for White Day displays with marshmallows, cookies and pastel gifts.

A few manners help. If you buy a gift for someone in Japan, wrapping and presentation matter, so consider asking the shop to wrap the item. As of autumn 2026, store events and product lines change every year, so check department store websites for the latest fairs. Be prepared for crowds on weekends close to February 14, and consider shopping on a weekday morning for a calmer experience.

Gift choices on White Day are flexible. Some people return chocolate or cookies in a similar style to what they received, while others choose something practical, such as a handkerchief, hand cream or a nice tea. The most important part is the thought behind it, and a short handwritten note or kind word goes a long way. Because the day is a response to a gift, it reflects the Japanese value of reciprocity, in which thoughtful gestures are returned with equal care.

Quick Takeaways on Valentine's and White Day

In Japan, Valentine's Day on February 14 is a chocolate-giving occasion, with honmei choco for romance, giri choco for courtesy, tomo choco for friends and jibun choco for yourself. White Day on March 14 is when gifts are returned, often with white chocolate, marshmallows or cookies. Department stores make the season special with colorful chocolate fairs.

Both holidays are lighthearted, sweet and endlessly creative, and they offer visitors an easy and delicious window into modern Japanese culture. Whether you pick up a box of truffles or simply admire the displays, you will leave with a smile.

Frequently Asked Questions

What is White Day in Japan?

White Day is held on March 14, one month after Valentine's Day, when people who received chocolate give a gift in return. It began in the late 1970s with confectionery industry promotions. Common gifts include white chocolate, marshmallows, cookies and flowers.

What is the difference between honmei choco and giri choco?

Honmei choco means true feeling chocolate and is a special gift for a romantic partner or crush, often high quality or handmade. Giri choco means obligation chocolate and is a modest courtesy gift for coworkers or acquaintances. Tomo choco is for friends.

Who gives gifts on Valentine's Day in Japan?

Traditionally women give chocolate to men, whether partners, colleagues or friends, and men return the favor on White Day. Today many people also give friendship chocolate or buy jibun choco for themselves, and customs vary by person and workplace.