Valentine's Day, known in many countries as Valentine's Day, is a celebration that takes place on February 14 of each year. On this date, millions of people around the world express their love and affection to their partners, friends and family through gifts, letters, flowers and other romantic gestures. However, in Colombia, February 14 is not a notable date for celebrating love and friendship. Instead, Colombians have their own holiday to honor these feelings: the Day of Love and Friendship, celebrated on the third Saturday of September.
Roots of Valentine's Day
Valentine's Day has its origins in ancient Rome, with the celebration of the Lupercal festivals, a pagan festival that took place in mid-February. Over time, this holiday became Christianized and became linked to Saint Valentine, a priest who, according to legend, secretly married couples at a time when Emperor Claudius II had prohibited marriage so that young soldiers would remain single. and focused on war. Saint Valentine was martyred on February 14, 270, and over time, this date became synonymous with romantic love.
In Colombia, the tradition of celebrating love and friendship has its own roots. The Day of Love and Friendship has been celebrated since the mid-20th century and has established itself as a very popular holiday. This celebration has a more inclusive approach than Valentine's Day, as it not only focuses on romantic partners, but also on friends and the general expression of affection. During this date, it is common for Colombians to participate in "secret friend" games, where gifts are exchanged anonymously between friends and co-workers, which reinforces the ties of friendship and camaraderie.
Commercial Factors
Influence of Globalization
Globalization has facilitated the spread of celebrations and traditions from one country to another. In many Latin American countries, including Colombia, there has been a gradual adoption of holidays such as Halloween and Thanksgiving, influenced by American culture. However, in the case of Valentine's Day, the resistance to fully adopting it may be because Colombia already has an established and popular holiday to celebrate love and friendship.
Marketing and Commerce
Commerce plays a fundamental role in promoting festivities. In countries where Valentine's Day is an important date, stores and companies launch massive marketing campaigns to encourage the purchase of flowers, chocolates, cards and other gifts. In Colombia, the Day of Love and Friendship has become a similar opportunity for merchants. Advertising campaigns and special promotions focus on this date, reinforcing its position in popular culture and reducing the need to adopt another similar holiday in February.
The media plays a crucial role in the dissemination and popularization of the festivities. In Colombia, the media focuses on promoting the Day of Love and Friendship in September, with television programs, magazine articles and radio specials dedicated to this celebration. Although Valentine's Day also receives some attention, it does not have the same media coverage, which contributes to its lower relevance in Colombian society.
Social media is a powerful platform for spreading traditions and celebrations. In Colombia, during the Day of Love and Friendship, social networks are filled with messages, photos and publications related to this holiday. The exchange of secret friend gifts and displays of affection are shared widely, creating a sense of community and belonging. Although Valentine's Day is also mentioned on social media, it doesn't have the same level of engagement or enthusiasm.
Sociocultural Aspects
Cultural diversity
Colombia is a country with a rich cultural diversity, and each region has its own traditions and customs. This diversity is reflected in the way the holidays are celebrated. The Day of Love and Friendship has managed to integrate into Colombian culture in a way that Valentine's Day has not been able to. The September holiday allows Colombians to express their affection in a way that resonates with their local values and customs.
Focus on Friendship
One of the reasons why the Day of Love and Friendship has been so successful in Colombia is its focus on friendship, in addition to romantic love. In many cultures, Valentine's Day is primarily perceived as a celebration for couples. In contrast, the Day of Love and Friendship in Colombia allows everyone, regardless of their marital status, to participate and celebrate. This inclusion contributes to its popularity and relevance.
Valentine's Day in Other Countries
In many countries, Valentine's Day is one of the most anticipated holidays of the year. In the United States, for example, it is estimated that billions of dollars are spent on gifts and romantic dinners. In European countries such as France and Italy, Valentine's Day also has great cultural and commercial importance. In Asia, countries like Japan and South Korea have adapted Valentine's Day to their own traditions, with special events and unique customs.
In other Latin American countries, Valentine's Day has been adopted with more enthusiasm. In Mexico, for example, February 14 is a highly celebrated date, with special activities and events dedicated to love and friendship. In Brazil, although Valentine's Day is not celebrated, they have a similar holiday called "Dia dos Namorados" on June 12. Each country has adapted the celebration of love according to its own traditions and culture.
One of the main reasons why Valentine's Day is not widely celebrated in Colombia is the strong tradition of the Day of Love and Friendship. This holiday has been part of Colombian culture for decades and has become deeply rooted in society. The traditions and customs associated with this date are highly valued, and there is a certain resistance to change that could displace or minimize such an important celebration.
Colombians tend to prefer and value their own local traditions and festivities. Although globalization has brought foreign influences, many people in Colombia feel more connected to celebrations that reflect their own culture and values. The Day of Love and Friendship is seen as a holiday that celebrates not only romantic love, but also friendship and companionship, which resonates deeply with the community values of Colombians.
Resistance to change and preference for local traditions also play an important role in the lack of adoption of Valentine's Day in Colombia. In short, the Day of Love and Friendship reflects in a unique and authentic way the values and customs of Colombian society, making Valentine's Day unnecessary in the country's festive calendar.