Valentine's and White Day

According to Wikipedia, "In Japan, Valentine's Day is observed by women who present chocolate gifts (either store-bought or handmade), usually to men, as an expression of love." Actually, it is also observed among friends, and even co-workers.

One month later, on White Day, men who received a chocolate on Valentine's Day are expected to return the favor by giving gifts, usually more expensive. Sometimes the term sanbai kaeshi (三倍返し, literally, "three times the return") is used to describe the generally recited rule that the return gift should be two- to three-times the cost of the Valentine's gift."

As far as I know, that's true about White Day. But notice that these days are "observed" more than they are "celebrated." In America, people make a big fuss about Valentine's Day, and White Day doesn't exist. My experience? Don't do too much -- in Japan, excessive compliments make people feel shy. So, don't go by American standards in Japan. And the reverse, don't go by Japanese standards in America. Have fun though!