What is White Day?
White Day falls on March 14 and is traditionally known as a day when men give candy to women as a gesture of love. Originating in Japan, this holiday has become an essential part of marketing campaigns in South Korea, alongside Valentine’s Day (February 14).
*The reason it's called "White Day" is because the Japanese confectionery companies that first proposed the holiday were inspired by the color white, symbolizing pure love. In the late 1970s, a marshmallow manufacturer started marketing the day as "Marshmallow Day," and it eventually evolved into "White Day," which is now associated with giving candies.
Today, it’s celebrated not only in Japan but also in South Korea, China, Taiwan, and some other Asian countries! 😊
In recent years, the tradition has expanded beyond couples to include friends and family members exchanging gifts. Although the tradition of exchanging candies on White Day is fading, it remains a seasonal event where various brands actively run promotions and special events.
How Do Brands Leverage White Day?
White Day serves as a major marketing opportunity, especially for convenience stores, retail, and the food industry.
1️⃣ Convenience Stores: Limited-Edition Goods & Idol Collaborations
- GS25: Special edition merchandise in collaboration with K-pop idols like NMIXX and ZEROBASEONE (ZB1).
- CU: White Day-themed products featuring popular character IPs like Rilakkuma and DinoTang.
- 7-Eleven: Limited-edition Kiki Quokka merchandise, including practical eco-bag and blanket sets.
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| (c) gs25 / CU |
2️⃣ Chocolate & Candy Brands: Special Packaging & SNS Marketing
- Haribo, Chupa Chups, Mentos: Limited-edition packaging and convenience store promotions.
- Royce, Godiva: Premium chocolate gift sets for White Day.
3️⃣ Supermarkets & Hypermarkets: Discounts & Promotional Events
- Discounts of up to 40% on jelly and candy products.
- Promotional giveaways, including Everland(amusement park) annual passes.
4️⃣ Cafés & Bakeries: Seasonal Menu Launches
- Starbucks, Twosome Place: White Day-themed beverages and desserts.
- Paris Baguette, Tous Les Jours: Candy and chocolate cake gift sets.
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| (c) starbucks / haribo |
Who Engages the Most with White Day? (Current Consumer Trends)
🔥 Gen Z (10s & 20s) Are the Most Engaged!
✔️ Prefer limited-edition merchandise over candy → Increased social media engagement & collectability.
✔️ Enthusiastic about idol & character collaborations → Merchandise is the main attraction, not just an add-on.
✔️ Impulse purchases at convenience stores → Increased seasonal spending.
🙌 Millennials & Gen Z Focus on Practicality
- More inclined to give gifts to friends & coworkers rather than romantic partners.
- Prefer products that combine practicality with sweets, rather than simple candy.
- Seek value-for-money & emotional satisfaction in a high-inflation economy.
Industry Strategies for White Day Marketing
💡 1️⃣ Convenience Stores – Limited Edition & Merchandise Marketing
- "Buy 1 Get 1 Free White Day Specials."
- "Exclusive idol & character collaboration goods."
- "SNS hashtag campaigns to drive virality."
💡 2️⃣ Food Industry – Premium & Collaboration Products
- "Limited-edition White Day packaging for chocolate & candy brands."
- "Premium chocolate & dessert gift sets."
💡 3️⃣ Cafés & Bakeries – Seasonal Menu Launches**
- "White Day-themed drinks & desserts."
- "Social media engagement campaigns with added rewards."
💡 4️⃣ Hypermarkets & E-commerce – Discounts & Giveaway Events
- "Exclusive discounts or rewards on selected products."
- "Sweepstakes & mystery box events for White Day shoppers."
Summary: White Day is Now About Merchandise, Not Just Candy!
✔️ Gen Z prefers limited-edition goods over traditional sweets.
✔️ Idol, character, and practical product collaborations are trending.
✔️ Convenience stores, food brands, cafés, and retailers actively engage in White Day marketing.
✔️ Social media campaigns & value-driven marketing are key.
Ultimately, White Day has evolved from a simple candy-giving tradition into an opportunity for brands to leverage limited-edition merchandise and strategic collaborations.
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