( episode 2 )
2 | comment?
It is widely believed that White Day was invented in the late 1970s by a candy-maker in Nagoya as an
occasion for men to repay their lady-loves for Valentine gifts the previous month. Japan has developed its
own, distinctive tradition for Valentine's Day, when women alone lavish chocolates and other presents on
their sweethearts, or even on men they work with. The confectionery industry saw a lost opportunity here
and firms such as chocolate maker Morozoff began promoting White Day in 1978. Handkerchiefs became
an alternative gift idea. By 1991, the phenomenon had grown to the point where, according to a survey
by the Osaka Marketing Information Research Office, Japanese men spent $330 million on White Day
gifts. The average unmarried office employee shelled out $105 on women friends and colleagues, the
survey showed. Yumi, who has worked in an office for 14 years, estimates her White Day handkerchief
collection now exceeds 80.
Lingerie makers jumped on the bandwagon in 1985 and they too now furiously promote the
festival. For 1993, one manufacturer, Wacoal, offers hot pink T-back knickers with the slogan "Intellectual
Sexy Elegance." Another pair of panties, in red high-cut lace, is emblazoned "I Want to Express my Sober
Feelings for You." A third depicts seeds for "planting together," while perhaps the smartest gift box
proclaims "Your Inner Charms are Best Brought Out with Silk." (Reuters)