So what’s a guy to give his honmei (true sweetheart) on White Day?  Traditionally it was a marshmallow confection, a decidedly unromantic and sticky gift, but today other sweets along with flowers, lingerie and jewelry are popular gifts on White Day in Japan. 

The first White Day happened in 1965 when the third owner of Ishimura Manseido, a confectioner in Fukuoka, came up with the idea of men reciprocating for Valentine’s Day gifts received a month earlier.  Originally the day was called Marshmallow Day but was later changed to White Day (the color of marshmallow) when other confectioners caught on and white chocolate also became a popular gift. 

The holiday may have had its start in Fukuoka, but today retailers across Japan fill their stores with with White Day displays so that the holiday is perpetuated and you can find the perfect gift for your honmei.

If you are in Fukuoka, stop by and visit the  Ishimura Manseido shop and don’t forget to pick up some marshmallows for your sweetheart! 

Image Credit:  Flickr, green tea and azuki bean paste marshmallows