Candy Day (Kyandī no Hi)

What Is Candy Day?

Every year on March 14th, Japan celebrates "Candy Day." It was established in 1978 by the National Candy Manufacturers' Cooperative (Zen-Aikyō), which proposed that men who received chocolate on Valentine's Day give candy in return and designated March 14 as White Day, a "day to give candy." The idea was to use candy to color the culture of "returning the favor" for Valentine's Day chocolate, both to boost the confectionery industry and to strengthen the bonds between people. Candy has remained a beloved main gift for White Day ever since.

How Candy Helped White Day Take Root

Candy is a key player in establishing the culture of White Day in Japan.

• The first White Day: After two years of preparation following the 1978 designation, the first "White Day" was held in 1980, with events and campaigns supported by the Mitsukoshi department store and the ad agency Dentsu. This helped spread the custom of "giving candy as a return gift" throughout Japan.
• Why "white" and why March 14: The name is said to come from an English-Japanese dictionary that listed "sugar" and "sweet" under "white," evoking young people's pure love and sugar. The date is also linked to the ancient chronicles Kojiki and Nihon Shoki, in which candy is said to have first been made in Japan around March 14.

Interesting Facts About Candy

• Long shelf life: Candy contains little moisture and keeps well, so some people add it to their emergency supplies as well as giving it as a gift.
• The craft of "kumiame": Kumiame -- patterned candy that reveals the same picture no matter where you cut it, as seen in "Kintaro candy" -- is a traditional Japanese craft said to date back to the Edo period, still made by hand by skilled artisans.
• Roots of Japanese candy: Japanese candy is said to have begun as mizuame, a syrup made by converting the starch in rice and other grains with malt; the Nihon Shoki mentions candy-making. Sugar-based candies spread later, once sugar became easier to obtain.
• A history as medicine: In the past, candy is said to have played a role similar to today's throat lozenges, soothing sore throats and helping people take medicine more easily.
• An unexpected link to math: March 14th is also "Pi Day," and round candies make a fun conversation starter for this date as well.

Savoring a Sweetness That Lingers

Candy Day is about appreciating the "lasting joy" that a single piece of candy can bring. Just as candy is meant to be savored slowly rather than swallowed in a hurry, our relationships with others -- and our own growth -- are also things worth nurturing patiently over time. On March 14th, whether it's a gift for someone special or a treat for yourself, pick out a favorite piece of candy. Its delicate sweetness and aroma can offer a small moment of comfort in a busy day and gently fill your heart.

Tips for Enjoying Candy Day

• Pick out colorful, beautiful fruit candies or handcrafted candy that showcase artisan skill, and enjoy them with both your eyes and your taste buds
• Wishing for "a relationship that lasts," give someone special a thoughtfully chosen candy along with a word of thanks
• Look for a nostalgic candy you loved as a child and share memories with family or coworkers
• Pop a candy in your mouth and make a promise to yourself to view the rest of the day from a "sweet, positive perspective"

A Sparkling Shine That Brings Out Your Best

March 14th is a day when the colorful individuality of candy can brighten your everyday life. Just as a single piece of candy can fill the air around it with a sweet scent, your small acts of kindness leave a lasting sweetness with the people around you. May today be full of heartwarming discoveries and shine with a "crystal-clear brilliance" for you!