Regional Valentine Customs
Austria has some rather obscure courtship customs that may or may not be associated with Saint Valentine's Day. Nonetheless, it is customary for a young man to present his beloved with a bunch of flowers on February 14.
Australia during the Australian gold rush period, miners who were suddenly in possession of money from the new-found wealth of the Balart mines were willing to pay a princely sum for elaborate valentines and merchants in the country would ship orders amounting to thousands of pounds at a time. The most extravagant Australian valentines were made of a satin cushion, perfumed and decorated in an ornate manner with flowers and colored shells. Some might even be adorned with a taxidermy humming bird or bird of paradise. This treasure, contained within a neatly decorated box, was highly valued, being both fashionable and extremely expensive.
Brazil the Dia dos Namorados ("Lovers' Day", or "Boyfriends'/Girlfriends' Day") is celebrated on June 12, most likely because it is the day before Saint Anthony's day, known as the marriage saint, when traditionally many single women perform popular rituals, called simpatias, in order to find a good husband or boyfriend. Couples exchange gifts, chocolates, cards and flower bouquets. The February 14's Valentine's Day is not celebrated at all.
China the common situation is the man gives chocolate, flowers or both to the woman that he loves. The so-called "Chinese Valentine's Day" is the Qixi Festival, celebrated on the seventh day of the seventh month of the lunar calendar. It commemorates a day according to legend, the Cowherd star and the Weaver Maid stars which are normally separated by the Milky Way but are allowed to meet by crossing it on the 7th day of the 7th month. Modern Valentine's Day is also celebrated on February 14th of the solar calendar each year.
Denmark the Danish valentine card is known as a "lover's card." Older versions of this greeting came in the form of a transparency which, when held up to the light, depicted the image of a lover handing his beloved a gift. One custom in Denmark is for people to send pressed white flowers called Snowdrops to their friends. Danish men may also send a form of valentine known as a gaekkebrev (or "joking letter"). The sender of this gaekkebrev pens a rhyme but does not sign his name. Instead, he signs the message with dots...one dot for each letter in his name. If the lady who receives the card guesses the name of the sender, then she is rewarded with an Easter egg later in the year.
Egypt Egyptians celebrate Valentine's Day on February 14, and the indigenous Eid el-Hob el-Masri (Egyptian Love Day) on November 4, to buy gifts and flowers for their lovers. It has been recorded on the February 14, 2006 flower movement in the country, worth six million pounds, formed a gain of 10 percent of the total annual sale of flowers.
In Finland Valentine's Day is called Ystävänpäivä which translates into "Friend's day". As the name indicates, this day is more about remembering all your friends, not only your loved ones.
France a custom known as "drawing for" once occurred. Unmarried individuals, both young and not so young, would go into houses facing each other and begin calling out across from one window to another, pairing-off with the chosen partner. If the young man failed to be particularly enthralled with his valentine, he would desert her. As a result, a bonfire would be lit later where the ladies could burn images of the ungrateful sweetheart and verbally abuse him in a loud tone as the effigy burned. This ritual was eventually abandoned since it left much room for nastiness, ridicule or even outright malice and the French government finally handed-down a decree officially banning the custom. Elegant French greetings cards known as cartes d'amities, which contained tender messages, were given not totally as a Valentine but chiefly as a result of a fashion which was popular in England at the time.
Germany it has become customary for the young man of a courting couple to present his beloved with flowers on February 14. Valentine gifts in Germany are usually in the shape of love tokens, complete with endearing messages.
Greece Valentine's Day is called Ημέρα του Αγίου Βαλεντίνου, which translates into "St Valentine’s day".
India in the antiquity, there was a tradition of adoring Kamadeva, the lord of love; exemplified by the erotic carvings in the Khajuraho Group of Monuments and by the writing of the Kama sutra treaty of lovemaking. This tradition was lost around the Middle Ages, when Kamadeva was no longer celebrated, and public displays of sexual affections became frowned upon. Around 1992 Valentine's Day started catching on in India, with special TV and radio programs, and even love letter competitions. The economic liberalization also helped the Valentine card industry
Italy Valentine's Day was once celebrated as a Spring Festival, held in the open air, where young people would gather in tree arbors or ornamental gardens to listen to music and the reading of poetry. However, over the course of the years, this custom steadily ceased and has not now been celebrated for centuries.
Japan Morozoff Ltd. introduced the holiday for the first time in 1936, when it ran an advertisement aimed at foreigners. Later in 1953 it began promoting the giving of heart-shaped chocolates; other Japanese confectionery companies followed suit thereafter. In 1958 the Isetan department store ran a "Valentine sale". Further campaigns during the 1960s popularized the custom. The custom that only women give chocolates to men appears to have originated from the typo of a chocolate-company executive during the initial campaigns. In particular, “office ladies” give chocolate to their co-workers. Unlike western countries, gifts such as greeting cards, candies, flowers, or dinner dates are uncommon, and most of the activity about the gifts is about giving the right amount of chocolate to each person. Japanese chocolate companies make half their annual sales during this time of the year. Many women feel obliged to give chocolates to all male co-workers, except when the day falls on a Sunday, a holiday. This is known as giri-choko from giri ("obligation") and choko, ("chocolate"), with unpopular co-workers receiving only "ultra-obligatory" chō-giri choko cheap chocolate. This contrasts with honmei-choko , (favorite chocolate), chocolate given to a loved one. Friends, especially girls, may exchange chocolate referred to as tomo-choko; from tomo meaning "friend”. In the 1980s the Japanese National Confectionery Industry Association launched a successful campaign to make March 14 a "reply day", where men are expected to return the favor to those who gave them chocolates on Valentine's Day, calling it White Day for the color of the chocolates being offered. A previous failed attempt to popularize this celebration had been done by a marshmallow manufacturer who wanted men to return marshmallows to women. Men are expected to return gifts that are at least two or three times more valuable than the gifts received in Valentine's Day. Not returning the gift is perceived as the man placing himself in a position of superiority, even if excuses are given. Returning a present of equal value is considered as a way to say that you are cutting the relationship. Originally only chocolate was given, but now the gifts of jewelry, accessories, clothing and lingerie are usual. According to the official website of White Day, the color white was chosen because it's the color of purity, evoking "pure, sweet teen love", and because it's also the color of sugar. The initial name was "Ai ni Kotaeru White Day" (Answer Love on White Day)
Korea the traditional gift of candy takes place in Korea on February 14, but only from females to males. There is another special day for males to give gifts to females and this is celebrated on March 14. Very similar to the custom in Japan, March 14 in Korea is known as "White Day." On "White Day," many young men confess their love for the first time to their sweethearts. For those young people who have no particular romantic partners, the Koreans have set aside yet another date...April 14, also known as "Black Day." On that date, such individuals get together and partake of Jajang noodles, which are black in color, hence the name of the day.
Lithuania and Latvia it is common for people to put stickers on faces and clothing of a friend or a relative. The holiday was first celebrated after the two countries gained independence from Soviet Union in 1990
Norfolk A character called 'Jack' Valentine knocks on the rear door of houses leaving sweets and presents for children. Although he was leaving treats, many children were scared of this mystical person.
Norway Valentine's Day (14 Feb) is known as Valentinsdag. It is not celebrated to a large extent, but is largely imported from American culture, and some people take time to eat a romantic dinner with their partner, to send a card to a secret love or give a red rose to their loved one. The cut-flower industry in particular is still working on promoting the holiday
Portugal: it is more commonly referred to as "Dia dos Namorados" (Lover's Day / Day of those that are in love with each other).
Romania the traditional holiday for lovers is Dragobete, which is celebrated on February 24. It is named after a character from Romanian folklore who was supposed to be the son of Baba Dochia. Part of his name is the word drag ("dear"), which can also be found in the word dragoste ("love"). In recent years, Romania has also started celebrating Valentine's Day, despite already having Dragobete as a traditional holiday.
Scotland Valentine's Day is celebrated with a festival. At this festival, there is an equal number of unmarried males and females, each of whom write their name (or a made-up name) on a piece of paper which is then folded and placed into a hat...one hat for the ladies and one for the men. The females then draw a name from the hat containing the men's names and vice versa. Of course, it is highly likely that the two drawn names will not match, in which event, it is usually expected that the male partner with the female who selected his name. This rite having been completed, the company split up into couples and gifts are given to the ladies. The females would then pin the name of their partner over their hearts or on their sleeves. A dance often follows and, at the end of the festival, it is not unusual for marriages to take place. According to another Scottish custom, the first young man or woman encountered by chance on the street or elsewhere will become that individual's valentine. Valentine's Day gifts in Scotland are frequently given by either parties in the form of a love-token or true-love-knot.
Slovenia a proverb says that "St Valentine brings the keys of roots", so on February 14, plants and flowers start to grow. Valentine's Day has been celebrated as the day when the first work in the vineyards and in the fields commences. It is also said that birds propose to each other or marry on that day. Nevertheless, it has only recently been celebrated as the day of love. The day of love is traditionally March 12, the Saint Gregory's day.
South Korea similar to Japan, women give chocolate to men on February 14, and men give non-chocolate candy to women on March 14 (White Day). On April 14 (Black Day), those who did not receive anything on the 14th of Feb or March go to a Korean restaurant to eat black noodles and "mourn" their single life.
Spain It is customary for courting couples to exchange gifts on Valentine's Day and for husbands to send their wives bouquets of roses.
Sweden it is called Alla hjärtans dag ("All Hearts' Day") and was launched in the 1960s by the flower industry's commercial interests, and due to the influence of American culture. It is not an official holiday, but its celebration is recognized and sales of cosmetics and flowers for this holiday are only exceeded by those for Mother's Day.
Taiwan the situation is the reverse of Japan's. Men give gifts to women on Valentine's Day, and women return them on White Day. Valentine's Day is celebrated in Taiwan on February 14, but there is also a special Valentine's Day on July 7 of the lunar calendar, based on an ancient Chinese folktale. Both dates are equally as important. Many men purchase expensive bouquets of roses and other flowers for their sweethearts on these days. According to Taiwan tradition, the color and number of the roses holds much significance. For example, one red rose means "an only love," eleven roses means "a favorite," ninety-nine rose’s means "forever," and one hundred eight roses’ means "marry me."
Wales Many people celebrate Dydd Santes Dwynwen (St Dwynwen's Day) on January 25 instead of (or as well as) Valentine's Day. The day commemorates St Dwynwen, the patron saint of Welsh lovers.