Love is the force that moves the world… but that doesn’t mean the whole world celebrates love in the same way. If you live in the United States, chocolate, candy, cards and presents come to mind as February 14th approaches. But, did you know that Valentine’s Day celebrations feature “mass weddings” in the Philippines, and “love spoons” in Wales? Let Suá Advertising, your trusted partner in multicultural marketing and PR, take you on an imaginary tour around the globe to take a closer look at these unique traditions!
The Philippines Says “I Do”
All across the country, thousands of couples participate in Kasalang Bayan (Mass Wedding) ceremonies held on February 14 for dozens (or hundreds) of couples at a time. The local government covers almost everything — from the wedding banquet to the venue, and sometimes even the gifts.
Italian Kisses
In Italy, lovers exchange Baci Perugina: small, chocolate-covered hazelnuts with romantic quotes printed on their wrapper in different languages. (“Bacio” means “kiss” in Italian.)
A Welch Spoonful of Love
The Welsh get a head start on the rest of the world for Valentine’s Day, instead celebrating St. Dwynwen’s Day on January 25. On this special occasion, young men present “lovespoons” they carved themselves to the young ladies they are courting—a tradition that has been held for over 400 years.
Norwegian Poetry
In Norway, secret admirers send the objects of their affection funny little anonymous poems called gaekkebrev. If the recipient guesses who the poem is from, she earns an Easter egg on Easter. On the other hand, if she can’t guess who the author of the poem is, the sender reveals his identity and the woman must give him an egg.
A little Slovenian bird told me…
Besides St. Valentine’s on February 14, Slovenians also celebrate love on Gregorjevo, or St. Gregory’s Day. According to oral folk tradition, on St. Gregory’s Day birds are joined in wedlock. In the old days, maidens would look up into the sky on this day; it was believed that the first bird they would see indicated what type of husband they would marry.
A Whole Week of Loving
One day is not enough to celebrate love in these South American countries, so they dedicate a whole week to honor it. They designated the first week of July as “Sweetness Week,” when lovers and friends exchange candy, kisses, and good cheer.
Guatemala’s Love Parade
In this Central American country, they call Valentine’s Day “the Day of Love and Friendship”. Friends give anonymous gifts, and Guatemala City residents participate in the “Old Love Parade”, a senior citizens’ parade, while wearing feathered masks, bright colors or traditional Maya garments.
Ghana goes cuckoo for cocoa
As one of the world’s largest producers of cocoa, Ghana started celebrating National Chocolate Day on February 14 since 2007. The country hosts concerts and performances, and restaurants offer special chocolate-themed menus, for that special occasion.
South African women wear their heart on their sleeves
South Africans celebrate with flowers and gifts, and It’s also customary for women to pin the names of their love interest on their shirtsleeves, similar to the ancient Roman tradition of Lupercalia.
Even though the language of love is universal, people around the world celebrate Valentine’s Day in different dates and ways. Partnering with Suá Advertising will help you create culturally-sensitive marketing campaigns for this and other special occasions that connect with diverse audiences on a deeper level.
Contact Suá Advertising today at (407) 737.3605 or email us at info@suaadvertising.com and let’s get your brand noticed!