Valentine's Day around the world – customs and traditions on the day of lovers

Valentine's Day has become a popular holiday around the world. Regardless of whether it was the interests of confectionery manufacturers or the flower trade in the mid-20th century that led to Valentine's Day becoming established in different cultures around the world, people everywhere express their affection on a specific date, such as February 14. As different as the customs and traditions surrounding Valentine's Day may be, they show that everyone cares about expressing their love.

Of course, this also raises the question of “Who gives gifts to whom and how much should they cost?” Giving love is not an easy topic. So what about Valentine's Day gifts in different countries? We took a look around.

Valentine's Day customs: In Germany, red roses and chocolates are the norm

In Germany, red roses are the most popular gift to show affection on Valentine's Day. US soldiers stationed in the Federal Republic after World War II introduced the charming custom of giving flowers, sweets, and a card with a loving message on February 14 as a sign of romantic love.

Our tip: Dear women, dear men, you are free. If you don't want to give tired cut flowers from the gas station as a gift this year, take a moment to think about what your sweetheart could really use and come up with a creative gift idea for Valentine's Day.

Regulated conditions: Valentine's Day in Japan

Every year on February 14, many Japanese women follow the tradition of giving dark chocolate as a gift. They give it to every male relative, friend, colleague, and of course their husband, but especially their boss. The chocolate is primarily a sign of affection in a friendly sense and of respect.

In Japan, too, economic growth after World War II may have led to the establishment of the Valentine's Day custom in its current form. The initiative to introduce Valentine's Day is attributed to the confectionery manufacturer Morinaga. Its marketing strategy cleverly referred to the custom of passing down Japanese recipes for making chocolate through generations within families—from woman to woman. The aim was and is to be able to express love publicly in a conscious and traditional way.

To be fair, four weeks after Valentine's Day, Japan celebrates “White Day.” Then it is up to the men to return the gesture of respect and thank the women with (white) chocolate.

Valentine's Day around the world: In Spain, people give books as gifts

What Valentine's Day is to Germans, Dragon Slayer's Day (Diada de Sant Jordi) is to Catalans. Sant Jordi is the patron saint of Catalonia. According to legend, he killed a dragon to free a princess. However, he did not do this to marry her, but to baptize her. He is also considered the patron saint of lovers.

In 1931, this Catholic holiday was officially merged with World Book Day, which in Spain is celebrated on April 23 to mark the anniversary of the death of another national hero, the renowned writer Miguel de Cervantes.

On the Iberian Peninsula, male partners and friends traditionally receive books as gifts on April 23, while women are given (at least) one rose (ratio of books sold to roses sold on Diada de Sant Jordi 2016: one to four). The act of gift-giving becomes a public event: crowds of people gather on the Ramblas in Barcelona around specially erected book tables and rose stands, giving gifts to their loved ones and receiving gifts in return.

In Sweden, Valentine's Day is a matter of the heart

Sweden is one of the newest members of the global club of nations that celebrate the day of love. Since the 1980s, February 14 has been celebrated as “Alla hjärtans dag” (All Hearts Day), when people give heart-shaped wine gums or chocolate to their loved ones. As in Germany and Spain, red roses are given to women as a sign of affection. Heart-shaped sweets and pastries are common gifts for all genders.

The Swedes do not focus so much on a predetermined gift catalog and set rituals on “Allerherzentag,” but rather the most important condition is the heart shape or a heart depicted on the packaging. Of course, on such a day, all kinds of goods and services that can serve as gifts sell extremely well.

This can mainly be seen as driven by economic interests. But we should at least remember that the freedom to give gifts to whomever we want is not a given everywhere in the world.

Not just for lovers: Valentine's Day in Finland

In Finland, February 14 is not just for lovers. Here, people celebrate “Ystävänpäivä,” which means “Friendship Day.” In addition to their partners, people also give their friends a small gift, usually a card or something heart-shaped, to show how grateful they are for their friendship.

This tradition was started by the Finnish Red Cross. In the early 1980s, they took up the idea of Valentine's Day and distributed the first greeting cards for friends.

In most Finnish schools and kindergartens, it is now customary for children to wear homemade cardboard hearts around their necks and walk around the building collecting sayings or hugs from teachers, group leaders, and other children.

Strict customs: Red roses are banned in Pakistan

The situation surrounding Valentine's Day is very different in Pakistan, where the holiday has now been officially abolished. In 2017, a court banned people in the country from publicly celebrating the day of love. The media is also prohibited from publishing Valentine's Day advertisements. The reason: the custom violates Pakistani culture and religion. The lawsuit was filed by a private individual who feared for morality.

The year before, Pakistani President Mamnoon Hussain had already called on people not to celebrate Valentine's Day, but this was ignored by Pakistanis. Religious groups and the largest Islamic party in Pakistan describe the Valentine's Day custom as anti-Islamic and instead promote a “Modesty Day.”

Valentine's Day around the world: Italian love locks as a sign of eternal love

In Italy, the country of love, there is a particularly romantic Valentine's Day tradition on February 14.

On February 14, couples in love attach so-called love locks to bridge railings. Before doing so, they engrave their names and the date they met on the lock. Finally, they seal their eternal love by throwing the key into the water.