Valentine’s Day is held on February 14th and is synonymous with romance. Despite restrictions across the globe due to the pandemic, we can expect traditions and celebrations – albeit virtual and not in-person – to still go ahead. So, with a little help from our Croudie Network and our internal teams, we decided to take a look at some of the most unique and interesting Valentine’s Day celebrations and traditions from around the world.
In France, Valentine’s Day is known as la fête de Saint-Valentin or just la Saint-Valentin. Paris is often called the ‘city of love’, and it is therefore not surprising that Valentine’s is widely celebrated. However, you won’t find many cards being sent or novelty items being exchanged. Whilst gifting flowers and small presents is commonplace, couples often focus on time together – booking romantic meals, or weekend getaways, although this may be more indoors this year!
Did you know?
There is a self-named ‘village of love’ in France – Saint Valentin. This village, which is in the central Val de Loire region, usually hosts a February festival each year and decorates the whole village with red roses. You can get married, get your letters stamped from the Saint Valentin post office, and watch heart-shaped chocolate being made.
In a world where chivalry takes prime position on Valentine’s Day, South Korea has a different approach. It’s more common for women to present gifts, specifically chocolate, to men. However, Valentine’s is not just a celebration for lovers; women will give out small chocolates to their colleagues at school or work too. The younger generation creates homemade chocolates, with homemade macarons being a more recent trend.
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March 14th, commonly known as ‘White Day’, is a day for women to receive sweets and presents from their other-halves. The practice has taken off so well, that marketing strategies of many companies often include a special day that falls on the 14th of every month for promotional purposes -for example, ‘Black Day’, ‘Rose Day’ etc.
A nation full of festivities, China is lucky enough to celebrate Valentine’s not once, but twice! Whilst the original Valentine’s Day is celebrated much like in other countries on the 14th of February, China holds another day of love on the seventh day of the seventh Chinese lunar month. The Qixi Festival, which is more commonly known as ‘Chinese Valentine’s’, is a unique festival based on a romantic legend about a weaver girl and an ox herd. Nowadays Chinese couples celebrate the day in a similar way to Valentine’s, and the day has a strong commercial element, involving the exchange of gifts, including chocolates, flowers, watches, clothing, jewellery and other small items.
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In China, lonely hearts can celebrate the joy of being single on the aptly named ‘Singles’ Day’; a well-celebrated shopping holiday where singletons celebrate their pride in being single. The date, November 11th, was chosen because the number ‘1’ resembles an individual who is alone.
Forget flowers and chocolates, in the Philippines, Valentine’s Day has a whole different focus. Throughout Valentine’s week, thousands of Filipinos celebrate the season of love by getting married! Many, if not most, of these weddings, are ‘mass weddings’, and involve hundreds of couples making their vows at the same time in the same place. In many towns and cities, such as Rosario, the ‘mass marriages’ are a way to help unwed couples get married, without the burden of costs. The local government provides venues, food, gifts, photos and other amenities including the marriage licences, meaning getting married is completely free!
Did you know?
In 2017, Jollibee, the Filipino multinational chain of fast-food restaurants, stole consumers hearts when they released a trio of #KwentongJollibee videos for its 2017 Valentine’s Day campaign. All three videos quickly surpassed 5 million views! Four years on, it is still recognised as one of the most viral Valentine’s campaigns to arise from this market.
Valentine’s Day, or Dia dos Namorados, as it is known in Brazil, is celebrated on June 12th because of its proximity to Saint Anthony’s Day on June 13th. It is a day to celebrate relationships and love, with Saint Anthony being very well-known within Brazil, as locals believed he blessed young couples with a prosperous marriage. During this occasion young couples typically exchange gifts, flowers and chocolates.
The reason why the traditional Valentine’s Day is not celebrated in Brazil is that it commonly falls during Carnival Week, which is one of the biggest events in the country. That makes Brazil a common target for singles across the globe who want to get away from Valentine’s Day. It is common for many marketing strategies to focus on this event. In fact during Carnival season, many local and independent cafes, hotels and brands somewhat rely on influencer marketing to boost their revenue through paid-for advertising on platforms such as Instagram.
Happy Valentine’s Day everyone! To find out more about Croud, our Croudie Network or the markets we work in, contact us.
About the Croudie Network
Croud’s network of on-demand digital experts provides a first-rate service, in real-time and across the globe. Croud’s access to over 118 markets and 86 different languages means that your account always receives a relevant and localised service. We connect our globally-recognised clients and our talented Croudies through our own proprietary technology, Croud Control.