Why is White Day called White Day?

A Japanese confectionery known as Ishimura-Manseido decided to capitalize on the very Japanese sense of obligation created by the chocolate that women gave to men on Valentine’s Day. In 1978 Ishimura-Manseido created Marshmallow Day and marketed its marshmallow treats as the perfect way for men to reciprocate. Other companies saw an opportunity and crowded into the market, changing the name to White Day.

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