Why Do Japanese Products Say ホワイト Instead of 白?

Last week, I was explaining why handheld fans have become so popular in Japan during a Japanese lesson. 

As we looked at a product page on Rakuten, my student noticed that the color options were ホワイト (white) and ライトパープル (light purple).

My student laughed and asked,

"Why doesn't the seller use Japanese words for the colors?"

I explained that English loanwords often sound more modern or stylish in Japan, so marketers sometimes prefer them for product names and descriptions.

Then my student told me a funny story.

When he visited Japan with his friends who were visiting Japan for the first time, he pointed out that many products were labeled ブラック, ホワイト, and so on.

One of his friends replied,

"Really? Those are English words!"

Even after my student explained that Japanese has borrowed thousands of English words and adapted them into Japanese, his friend still found it hard to believe.

It's moments like this that remind me that language isn't just a way to communicate. The words people choose can offer a glimpse into what culture values.