White Day Countdown

White Day 2027 falls on March 14, exactly one month after Valentine's Day. In Japan and across much of East Asia, it's the day to return the favor: those who received chocolate on February 14 give a gift back. This countdown ticks down to it live.

How many days until White Day 2027?

White Day 2027 is on Sunday, March 14, 2027, which is 234 days away. The live countdown above ticks down to the exact moment, to the second.

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White Day's story so far

1977Fukuoka confectioner Ishimura Manseido, inspired by a reader's letter to a women's magazine lamenting the one-sidedness of Valentine's Day, created a marshmallow-and-chocolate sweet for men to give back to women and picked March 14 as the date.

1978Japan's National Confectionery Industry Association picked up the idea nationally, promoting March 14 as an 'answer day' to Valentine's Day and popularizing it as 'Marshmallow Day.'

1980The association rebranded the holiday as 'White Day' with the slogan 'Ai ni Kotaeru White Day' ('Answer Love on White Day'), widening accepted gifts beyond marshmallows to white chocolate and other sweets.

early 1980sThe reciprocal-gifting custom spreads to South Korea, where confectionery makers promoted March 14 alongside the country's own Valentine's Day chocolate-giving tradition.

1990sThe holiday spreads further across East Asia, with Taiwan and parts of China beginning to adopt March 14 gift-giving, each region adapting the custom to local norms.

2014-2021The 'sanbai gaeshi' custom remains culturally familiar but is less strictly observed; the Japan Anniversary Association estimated the White Day market shrank from about 73 billion yen in 2014 to about 24 billion yen in 2021 amid what commentators call 'obligation fatigue.'

Japan's answer to Valentine's Day

In Japan, Valentine's Day runs in reverse: women traditionally give chocolate to men. White Day, created by the Japanese confectionery industry in 1978, balances the exchange, on March 14, recipients return the gesture with white chocolate, cookies, jewelry or other gifts.

Sanbai gaeshi, the triple return

Tradition holds that a White Day gift should be worth roughly three times the Valentine's gift received, a rule of thumb known as sanbai gaeshi, the 'triple return.' The day is now celebrated in South Korea, Taiwan, China and beyond.

Quick facts

Always on March 14, one month after Valentine's Day
Began in Japan in 1978
Returns the chocolate given on Valentine's Day
Also celebrated in South Korea, Taiwan and China

Return the favor

White Day is for giving back — ideally in white chocolate.

White chocolate gift box Cookie gift box Jewelry gift Plush gift Scented candle gift Marshmallow treats

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White Day 2027 — frequently asked questions

When is White Day 2027?

White Day 2027 is on Sunday, March 14, 2027.

How many days until White Day 2027?

White Day 2027 is on Sunday, March 14, 2027, which is 234 days away. The live countdown above ticks down to the exact moment, to the second.

Updated July 2026 · alarm-clock.org

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