Japan: Valentine's Day or White Day?Sounds like things in Japan are all mixed up. Women buy men gifts in Japan on Valentine's Day ... at least, until recently and now that's changing.
Until recently, most Japanese women bought cellophane-wrapped sweets in bulk from drugstores to give to colleagues or school friends as an "obligatory chocolate" on Valentine's Day.
A month later on "White Day" men return the favor by giving women gifts -- usually sweets but sometimes lingerie.
Confectionary maker Morozoff Ltd. is widely credited with having introduced Valentine's Day to Japan in a 1936 advertisement for chocolates.