Marshmallow Day (Mashumaro Dē)

What Is Marshmallow Day?

Every year on March 14, Japan celebrates "Marshmallow Day." In 1978, the long-established Fukuoka confectionery shop Ishimura Manseido established this day as an occasion to give marshmallows as a return gift for Valentine's Day — and this is considered the origin of what is now known as "White Day," the account adopted by the Japan Anniversary Association. The original concept was a romantic one: "I'll wrap the chocolate you gave me in my own kindness (marshmallow) and give it back to you." It became a symbol of Japan's culture of returning gifts.

The Origin of White Day

Marshmallow Day grew out of a single product idea.

• The invention of chocolate-filled marshmallows: Ishimura Manseido, known for "Tsurunoko," a sweet of egg-yolk bean paste wrapped in white marshmallow, got the idea when its president read a piece in a girls' magazine saying boys should at least give marshmallows in return for Valentine's chocolate. The company replaced the bean paste with chocolate. The date, March 14, was reportedly chosen on the advice of the local department store Iwataya, as there were no big events at that time of year.
• Becoming "White Day": To extend the campaign to other industries, the name was reportedly changed to "White Day" in the 1980s at the department store's suggestion. Meanwhile, the National Candy Manufacturers' Cooperative also designated White Day as a "day to give candy" in 1978, so there is more than one account of White Day's origin.

Fun Facts About Marshmallows

• Where the name comes from: The name comes from the marsh mallow plant, whose root sap was once used to make the confection.
• The science of toasted marshmallows: When heated, marshmallows turn crisp on the outside and gooey inside as the sugar browns — the basis for s'mores, a classic campfire treat sandwiched with crackers and chocolate.
• The famous "Tsurunoko": Ishimura Manseido, a Fukuoka confectioner founded in 1905, is known for Tsurunoko, marshmallow wrapped around egg-yolk bean paste — the model for its Marshmallow Day product.
• A modern "polite rejection"?: According to a popular belief, giving marshmallows is sometimes interpreted as a polite way of saying "no" because they melt so quickly — but originally, the meaning was the exact opposite: a gesture of kindness, wrapping up someone's feelings and returning them with care.
• A partner for coffee and cocoa: Floating marshmallows in a hot drink not only adds sweetness, but also creates a soft, creamy layer for an indulgent café-style treat.

Ideas for Enjoying Marshmallow Day

• Try Ishimura Manseido's chocolate-filled marshmallows and learn about the history behind the birth of White Day
• Float mini marshmallows in your favorite cocoa or caffe latte and enjoy a relaxing moment watching them melt
• Inspired by the concept of "wrapping things up gently," try practicing communication today where you first accept someone's opinion warmly before responding
• Toast marshmallows over a campfire or stovetop and treat yourself to the fragrant aroma and melt-in-your-mouth texture

A Gentle Heart Embraces Every Miracle

March 14 is a day for your warmth and generosity to shine, putting the people around you at ease. Just as a marshmallow can take on any shape and complement anything, your own gentle strength can turn even difficult situations into something positive. On this day that marks the origin of White Day, may your sincere feelings reach someone special, straight from the heart. May today be a heartwarming day, as soft and happy as a marshmallow!