Why is White Day White?

March 14, 2010 and it is PAYBACK TIME!!! for the men who received chocs from their wives or girlfriends in Korea. This date marks White Day, a follow-up to Valentine's Day except that in March, the guys give the girls candy and other kinds of gifts. But why is White Day white? Here's what I found out to answer my own question:

Perhaps it started way back in 1977, when a confectionery company in Japan started to sell marshmallows to men on March 14, and dubbed the occasion,  Marshmallow Day. Subsequently, candy makers also began marketing white chocolate. The range of gifts has broadened to include other edible and non-edible tokens of affection, such as bling-bling or white lingerie.

Eventually, the National Confectionary Industry Association in Japan established White Day in 1980 with a massive marketing campaign all over the country. According to wikipedia, "the name White Day is derived from the white color of the sugar used to manufacture candy, although it’s also said to be the color of marshmallows". Then again, white has been the symbol of purity to signify one's sincere intentions and affection.

The success of the marketing campaign can be seen from the way it's also caught on as a trend in Korea and Taiwan. Moreover, the different ways of celebrating White Day are increasingly varied. Instead of simply buying candy, more sophisticated men with deeper pockets can opt to treat their lovers to the 'Lovely White Day Concert’ at the Seoul Arts Center this Sunday. The concert also features Yiruma, the Korean composer/pianist.

sources:
http://english.visitkorea.or.kr/enu/SI/SI_EN_3_6.jsp?cid=261410

http://en.wikipedia.org/wiki/White_Day
http://www.arirang.co.kr/News/News_View.asp?nseq=101107&code=Ne8&category=1
http://images.google.com
http://www.curiosite.com/scripts/news/ennews.php?frmIdPagina=10185