In Japan, the 14th of February is usually the womens responsibility. White Day, on March 14th, is the man’s turn to reciprocate.
Starting in 1978, White Day was promoted by the National Confectionary Industry Association. The equivalent of Valentine’s Day, White Day is when the men who received chocolates on Valentine’s Day reciprocate with gifts to women on March 14th. Traditional gifts on this day are cookies, jewellery, white chocolate, white lingerie and marshmallows. The often cited rule is that the gift on this day should be three times as expensive as the one received by the men on Valentine’s Day.