Japanese men are answering the call of Valentine's Day a month late. On February 14th only women give gifts. On March 14th, or “White Day,” it's the men's turn.
Man 1: (via translator) 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 female colleagues, I have to give them presents in return. And this is what many other Japanese men will do too.
The idea for “White Day” began in 1980 as a marketing1)ploy by manufacturers of sweets and chocolates across Japan to boost sales.
Returning giri-choco, or “2)obligation chocolate,” has become important to social etiquette, but the special woman in a man's life is usually more demanding than his co-workers. They often expect jewelry or a new dress, according to a department store public relations manager.
Woman: (via translator) Many Japanese men have a strong sense of obligation, therefore it's natural that on “White Day” they feel obligated to return gifts to those who have given them something on Valentine's.
For those that don't want to give a fancy dress or jewels, a personal touch can 3)suffice.
Man 2: (via translator) On Valentine's Day my girlfriend gave me some chocolate she made, so I decided to return her a hand-made present.
It might not be diamonds, but this cake is sweet enough.