- Title: JAPAN: Japanese men 'answer love' on White Day
- Date: 15th March 2010
- Summary: TOKYO, JAPAN (RECENT) (REUTERS) EXTERIOR OF TAKASHIMAYA DEPARTMENT STORE TAKASHIMAYA WINDOWS INTERIOR OF TAKASHIMAYA SIGN BOARD READING 'WHITE DAY 3/14' HANDS OF SHOP ASSISTANT WRAPPING UP COOKIES SHOP ASSISTANT AT WORK SHOP ASSISTANT PUTTING GIFT SETS ON DISPLAY HANDS OF SHOP ASSISTANT SETTING COOKIES ON SHELVES CUSTOMERS CHECKING OUT GIFT SETS WHILE SHOP ASSISTANT ARRANGES GIFTS CUSTOMER LOOKING AT CHOCOLATE BOXES ON DISPLAY CUSTOMER TAKING BOX OF CHOCOLATES (SOUNDBITE) (Japanese) 36-YEAR-OLD ESTATE AGENT, KIMINORI SATO, SAYING: "Of course I'll give my wife a present. But in my case, as I got a lot of gifts on Valentine's Day from my women colleagues, I have to give them presents in return. And this is what many other Japanese men will do too." CUSTOMER LOOKING AT FAUCHON'S SWEET BOXES ON DISPLAY FAUCHON'S PENDANT BOX OF CHOCOLATES CUSTOMER CHOOSING GIFT SETS WITH HANDKERCHIEFS INSIDE GIFT SET WITH HANDKERCHIEF (SOUNDBITE) (Japanese) 42-YEAR-OLD ACCOUNTANT, CHIE KITSUDA, SAYING: "My husband received many Valentine's gifts from his colleagues at work, so I came here on his behalf to buy something to give back to his colleagues." CARD READING 'WHITE DAY 3/14' (SOUNDBITE) (Japanese) HEAD OF PUBLIC RELATIONS DIVISION OF TAKASHIMAYA, MAYUMI MIO, SAYING: "Many Japanese men have a strong sense of obligation. Therefore it's natural that on White Day they feel obliged to return gifts to those who have given them something on Valentine's." PEOPLE SHOPPING NARITA-CITY, JAPAN (MARCH 14, 2010) (REUTERS) EXTERIOR OF FARM 'NARITA YUME BOKUJO' COWS AT FARM CAKE DECORATING EVENT STARTING HEART-SHAPED CAKE ON TABLE MEN DECORATING CAKES PARTICIPANT WITH GIRLFRIEND DECORATED CAKE PARTICIPANT IWASAKI GIVING CAKE TO GIRLFRIEND GIRLFRIEND TAKING DECORATED CAKE (SOUNDBITE) (Japanese) 30-YEAR-OLD PRINTING COMPANY EMPLOYEE TOMOKI IWASAKI SAYING: "On Valentine's Day my girlfriend gave me some chocolates she made, so I decided to return her a handmade present." CAKE WITH GIRLFRIEND'S NAME 'SAO' WRITTEN ON IT
- Embargoed: 30th March 2010 13:00
- Keywords:
- Location: Japan
- Country: Japan
- Topics: Arts / Culture / Entertainment / Showbiz,Light / Amusing / Unusual / Quirky
- Reuters ID: LVAEMFYYU2WGGOQTTQGJUZCR6Q1R
- Story Text: Exactly one month after Valentine's Day, it's finally time for Japanese men to return the favour.
In Japan, Valentine's Day (February 14) is a day when only women are allowed to give gifts. One month later. On the White Day, which falls on March 14, it's the men's turn to pay women back.
The colour white symbolizes 'pure love', according to the White Day official website.
But no matter what the colour, the supermarkets and department stores shelves emptied out for Valentines were quickly restocked with all things white, pink, heart-shaped and sweet.
But it's not just their partners the men need to think about - White Day has also become an occasion to demonstrate gratitude to co-workers.
Thirty-six-year-old estate agent Kiminori Sato was busy browsing the sweets in the Takashimaya department store for his colleagues as well as his wife.
"Of course I'll give my wife a present. But in my case, as I got a lot of gifts on Valentine's Day from my women colleagues, I have to give them presents in return. And this is what many other Japanese men will do too," he said.
Obligation chocolate - 'giri choko' - is now seen as a chance to strengthen relations with colleagues.
Returning 'giri choco' is important social etiquette, and Japanese salary-men too busy to go out and buy the gifts themselves often commission their wives to do it on their behalf.
"My husband received many Valentine's gifts from his colleagues at work, so I came here on his behalf to buy something to give back to his colleagues," said 42-year-old accountant Chie Kitsuda.
On White Day, the principle of "thrice the return" - or 'sanbai gaeshi' - is applied. A man is expected to give a gift worth three times as much as the one he received on Valentine's Day.
While chocolate gift sets and sweets may be acceptable as courtesy gifts, Japanese wives and girlfriends expect a little more, such as jewellery or a new dress, explained Mayumi Mio, head of public relations for the Takashimaya department store.
"Many Japanese men have a strong sense of obligation. Therefore it's natural that on White Day they feel obliged to return gifts to those who have given them something on Valentine's," she said.
And those who prefer a personal touch are spoilt for choice, as a variety of courses spring up to cater for couples on the special day.
This year a course in Narita City, near Tokyo, offered men the opportunity to decorate a cake with a message for their beloved.
The white, heart-shaped cake is provided by Narita Yume Bokujo, but customers have the chance to say it with chocolate and whipped cream.
"On Valentine's Day my girlfriend gave me some chocolates she made, so I decided to return her a handmade present," said Tomoki Iwasaki, a 30-year-old working at a printing company The first White Day was celebrated on the 14th March 1980.
It was launched as a part of a marketing strategy by a special committee of manufacturers of sweets and chocolates from across Japan, with the aim of boosting sales.
Its inaugural catchphrase was "Answer Love on White Day". - Copyright Holder: REUTERS
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