On Valentine's day, women give men chocolate gifts. This is supposed to be an expression of love, courtesy or social obligation. A hand-made chocolate is considered to be a sign that the man who receives it is the woman's "only one."
Starting in 1978, White Day was promoted by the National Confectionary Industry Association. It is supposed to be the answer day to Valentine's. Traditional gifts on this day are cookies, jewelry, white chocolate, white lingerie and marshmallows. The often cited rule is that the gift on this day should be three times as expensive as the one received on Valentine's.