White Day was first celebrated in 1978 in Japan. It was started by the National Confectionery Industry Association as an “answer day” to Valentine’s Day on the grounds that men should pay back the women who gave them chocolate and other gifts on Valentine’s Day.
Valentine’s + White day makes me think of what Honmei (and Honnne) and Giri (I take this as a part of Tatemae) means in Japanese culture.