Valentine Day chocolates and sweets dominate the stands as convenience stores as South Korea readies to celebrate the day in its distinctive style. Photo by Jon Dunbar

Q. Do Koreans celebrate Valentine's Day?

A. Not only is Valentine's Day celebrated in Korea, the country also has a series of Valentine's-like days throughout the year, celebrated on the 14th of each month.

Valentine's Day is popular in Korea, although it is celebrated a bit differently than in most other countries.

On the surface, it looks like the typical romantic day for giving small gifts, just like in many other parts of the world. In early February every year, shelves in department stores, chocolatiers and convenience stores are filled with sweets for Valentine's Day.

However, Korean women reserve this day to give chocolate to the men whom they’d like to send the message “Be my Valentine.” Unlike in Western countries where the pressure is usually on men to treat the women in their lives, Valentine's Day gifts here go from female students to male classmates, female employees to male coworkers and wives or girlfriends to male partners.

But men shouldn't get too complacent: a month later, it's their turn to reciprocate. March 14 on “White Day,” they are expected to give candies or maybe white chocolate to those who presented them something on Valentine’s Day, but standard chocolate is mainly for women to give on February 14.

And this monthly sequence of special days doesn't stop here. A month later on April 14 is Black Day, which is not so much a celebration but a commiseration day for those who didn't receive any Valentine's or White Day gifts. It gets its name because singles typically treat themselves to “jjajangmyeon” (noodles in black bean sauce), a popular dish in Chinese restaurants in Korea.

And the relation-related days go on and on the 14th of each month. Albeit, the level of interest in the associated gifts, colors and customs falls rapidly after Black Day. Some of the more creative include Yellow Day (May 14) when couples are to dress in yellow and exchange roses, while single people eat curry, and Green Day (August 14) when couples should spend time together outdoors and singles drink soju out of green bottles.

Of course Valentine's and White Day are the star attractions. However, if you're in a relationship in Korea, or just want an excuse to come up with special plans on the 14th, make sure to check for any prevalent customs and mark your calendar.

**“Ask Us about Korea” is a Q&A section about Korea and Korean culture. If you have any relevant questions, please send us an email (KOCIS@korea.kr). We’ll choose one of the questions sent by our readers and answer it in this section.**