What Is White Day in Japan? A Guide to Limited-Edition Sweets You Can Find in March
If you’re traveling in Japan in March, you’ll probably start noticing the words “White Day” at department stores and sweets counters in train stations. It’s actually a uniquely Japanese event, celebrated as a companion to Valentine’s Day.
In many countries, Valentine’s Day is known as a day when couples exchange gifts. In Japan, however, the tradition works a little differently. On February 14, women give chocolate to men. Then exactly one month later, on March 14, men return the gesture by giving sweets or gifts in return. This is known as White Day.
Because of this, once March arrives, department stores and sweets shops begin filling their displays with special White Day treats. In Japan, both February and March feature their own gift-giving traditions. If you happen to be visiting during this season, it’s definitely worth stopping by a department store’s sweets floor to see what’s available.
It’s a fun way to experience one of Japan’s seasonal traditions—and a great opportunity to find unique souvenirs.
White Day Is the Season for Limited-Edition Sweets
In Japan, it’s common for seasonal events to bring a wave of limited-edition sweets. When White Day arrives, department stores and patisseries start filling their shelves with special sweets created for the occasion. For example, you’ll often find:
・White Day–exclusive packaging
・Spring-inspired flavors
・Gift sets available only during this season
Many of these sweets are beautifully designed, so even just browsing the displays can be part of the fun.
There are far too many to introduce all at once, but here we’ll highlight a few particularly popular brands to look out for.
Chocolate Gifts
Jean-Paul Hévin | Boîte Ourson
Ginza Mitsukoshi White Day 2026
A famous French chocolatier. This assortment includes two Ourson guimauves—vanilla marshmallow coated in milk chocolate—along with six bonbon chocolates, including limited-season varieties.
Jean-Michel Mortreau | Mariage des Crus
Ginza Mitsukoshi White Day 2026
A chocolate brand known for using organic ingredients. This special assortment is available only for the spring season.
Godiva | Chocolate Rose Assortment
Ginza Mitsukoshi White Day 2026
A chocolate brand widely known in Japan. This assortment includes rose-shaped chocolates filled with sweet and tangy rosehip ganache wrapped in slightly bitter dark chocolate, along with chocolates featuring refreshing raspberry ganache.
Macarons & Baked Sweets
Le Chocolat Alain Ducasse | Macaron Chocolat
Ginza Mitsukoshi White Day 2026
A chocolate brand created by French star chef Alain Ducasse. Popular in Japan as well, the brand releases special gift boxes during the White Day season. Each macaron highlights cacao sourced from different countries, allowing you to enjoy the unique differences in acidity, bitterness, and aroma.
Grand Hyatt Tokyo | White Day Macarons
A limited-edition sweet sold by the hotel Grand Hyatt Tokyo in Roppongi. These hotel-made macarons make an elegant choice for a special gift.
Pierre Hermé Paris | Assortment of 10 Macarons
Gransta White Day Gift Collection
A White Day limited-edition box created in collaboration with flower artist Azuma Makoto. The elegant design is inspired by floral themes, making it both beautiful and gift-worthy.
Janu Tokyo | Januron
Macarons from Janu Tokyo, a hotel located in Azabudai Hills. With their jewel-like appearance, these elegant sweets have been gaining attention as one of the season’s most talked-about treats.
Pâtisserie Sadaharu Aoki Paris | AOKI
A popular brand created by a Japanese pastry chef. This assortment features bite-sized macarons coated in chocolate, offering a unique twist on the classic macaron.
Japanese Brand Sweets
Ginza West | Poron
Ginza Mitsukoshi White Day 2026
Powdered sugar–coated cookies available as a limited White Day treat.
Press Butter Sand | Luxury Strawberry
Ginza Mitsukoshi White Day 2026
A popular butter sandwich specialty shop. This version features strawberries in every layer—cookie, butter caramel, and butter cream—allowing you to fully enjoy the rich flavor of strawberries.
Aoyama Decarbo | Cookie Tin
Ginza Mitsukoshi White Day 2026
A brand known for its charmingly designed cookie tins. The playful packaging makes them fun to look at and perfect as souvenirs.
Sweet Spots to Visit in Tokyo
If you’re looking for White Day sweets, the food floors of department stores are a great place to start. In Japan, these areas are known as “depachika” (department store basements), where a wide range of famous sweets brands gather in one place.
Isetan Shinjuku
A popular department store located near Shinjuku Station. The basement sweets floor features both domestic and international brands, where you can also find White Day limited-edition items.
Daimaru Tokyo
A department store directly connected to Tokyo Station. It’s easy to stop by during your travels and convenient for souvenir shopping.
Gransta Tokyo (Tokyo Station)
A shopping area located inside Tokyo Station. While not as large as a typical depachika, it’s a convenient place to check out popular sweets while transferring between trains or waiting for your departure.
A Seasonal Event to Enjoy During Your Trip to Japan
White Day is one of the seasonal events you can experience in Japan during March.
Around this time, department stores and sweets counters are filled with limited-edition treats and charming gift items. In addition to the shops introduced here, many cafés and convenience stores also offer sweets inspired by White Day.
If you happen to be traveling in Japan in March, try keeping an eye out for the words “White Day.”
You might come across beautifully designed sweets that make you want to take a photo—or discover limited-edition treats that are only available during this special time of year.