On White Day, March 14, gifts go back to those who gave gifts on Valentine’s Day. Its origin is disputed. The confectioner Ishimura Manseidō says that the day began with its Marshmallow Day campaign on March 14, 1978.
The national candy makers’ association says that it set up the day at its general meeting in 1978 as a day for giving candy, and held the first one in 1980. Both claims still stand side by side.