11 Days are left until White Day. White Day is the day when men are supposed to return the favor for the gifts they reeived from women on St. Valentine's Day.
On Valentine's Day a girl typically gives a man chocolate. Thus all the advertising around February 14th is primarily chocolate and food. On White Day a man is generally supposed to give the girl a gift of about 10 times the value of what he received a month earlier.
Isn't that messed up?
Due to that general "rule", the advertising for White Day is geared towards the high end and luxury goods. Today when I was walking through Mitsukoshimae station, which is part of the Mitsukoshi department store, I noticed what the cool thing is to get a girl is something Chanel, Prada, Gucci, or Louis Vuitton.
The website for Mitsukoshi shows sweets for White Day, but not the in store advertising.
Although all the advertising points to luxury brands, despite the recession, many Japanese girls who do want gifts for White Day are happy with something simple that just shows you love and care for them. It doesn't need a label.
Even better, some girls don't celebrate White Day because they see it as a corporate holiday using affection to pressure men into buying gifts.
Well, for those of you in Japan, what are you buying your girl for White Day? If you are a girl, what do you want for White Day?
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