How Nagoya Helped Shape White Day

How Nagoya Helped Shape White Day

How Nagoya Helped Invent Japan’s White Day TraditionEvery February 14th, Japanese women give out chocolate. One month later, on March 14th, the men are expected to give something back. And the cultural assumption is that it should be worth three times as much. This marketing gambit — turning Valentine's Day into a tool for opening men's wallets — is a masterclass in giri. And no surprises here: it began in Nagoya.It starts in February, when you …