What is White Day? March 14th is White Day. White Day is a Japanese custom in which people who received chocolate on Valentine's Day gives a return gift. During the 1970s, as Japanese-style Valentine's Day became popular, because reciprocity is a cultural norm in Japan, more and more people who received chocolate on Valentine's Day started to give reciprocal gifts. Thus, the confectionery industry began to advocate marshmallows, cookies, and candy as return gift items. Initially, there were various names and dates such as "Marshmallow Day" and "Candy Day" proposed, but in 1980 the National Candy Industry Cooperative named March 14 "White Day" and this name became popular. White Day is named because "White is a symbol of chastity and represents the refreshing love of young people". (There are various theories) Chateraise offers a wide range of gifts perfect for White Day such as Apple Pie. How about a gift to your friends or loved one?