It's a holiday on March 14th in which the people who received chocolate on Valentine's Day have the opportunity to pay back the people who gave it to them if they reciprocate the feelings intended by the chocolate gift. So if a girl gives a boy romantic chocolate, then the boy should return the gesture on White Day with a gift of some kind. The gift is usually white in nature to go with the theme, like white chocolate, marshmallows, flowers, cookies, and so on. [ She holds up one of the powdered-sugar covered truffles. ] These are a good idea if your target doesn't like white chocolate, though, since it keeps with the color theme without sacrificing cacao content.