White Day

“This is love: not that we loved God, but that He loved us and sent His Son as an atoning sacrifice for our sins.” 1 John 4:10, NIV.

March 14th is White Day in Japan. It is a unique Japanese holiday. On White Day men are to buy sweets or flowers for the special women in their lives, or to repay the women who bought them chocolate for Valentines Day. As may be expected both Valentines Day and White Day were introduced by Japanese candy companies hoping to boost sales.

Valentines Day was introduced to Japan by a Japanese chocolate maker in 1958. The Japanese twist on Valentines Day is the women are the ones who are obligated to buy the chocolate for the men. There are two levels of giving. “Giri choko” or “obligation chocolate” is given to the boss, colleagues, or classmates. Women will buy as many as twenty or thirty boxes of chocolate to satisfy this obligation. Then there is “honmei choko” or “true sweetheart chocolate” that is given to the man in whom the woman is romantically interested. It is not uncommon for this gift to cost hundreds of dollars.

A marshmallow company saw the one-sidedness of Valentines Day as an opportunity to introduce a reciprocation day for the men. In 1965 they launched a campaign to encourage men to give marshmallow treats to show gratitude to the women who just treated them a month prior with chocolate. The name “White Day” came from the color of the marshmallow. Initially the day was also called “Marshmallow Day” by some. However, chocolate companies saw the potential and began producing white chocolate for the celebration. Currently the connection between White Day and marshmallows is all but lost. Men may give chocolate, flowers, or other gifts. The two levels of giving apply to the men as well. However, it is understood that returning a “honmei choko” gift the man should spend at least ten times what the woman spent on him to show he returns her affection.

The success of these holidays shows the hunger that many Japanese have to be loved. If only they truly understood that Jesus loves each Japanese man and woman as “honmei” and not “giri.”  The gift He gave to show His lavish love is more costly than any gift that the Japanese could give in return. Oh, that the Japanese would experience this love, for God alone can satisfy their hunger to be loved.

Pray that:

Japanese will hear about the lavish gift of God’s love and will receive it personally.

Japan’s hunger for love will be satisfied through Jesus Christ alone.

Pacific Rim is a region of the International Mission Board, SBC.