Ishimura-Manseido is a leading confectioner that has been based in Fukuoka since 1905. Part of their success has been an innovative ideas department, a division that in 1977 dreamed up White Day. For those of you in the dark, White Day is celebrated on March 14th and was created in response to the injustice of Valentines Day, which has traditionally been when Japanese women give confectionary to men.

Originally a day for men to give marshmallows to women (hence the name), White Day is now a national phenomenon, and woe betide any man who thinks that a bar of Meiji Chocolate will do.

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