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Valentine's Day customs developed in early modern England and spread throughout the Anglosphere in the 19th century. In the later 20th and early 21st centuries, these customs have also spread to other countries along with other aspects of American pop culture, but its impact so far has been rather more limited than that of Halloween, or that of US pop-culture inspired aspects of Christmas (such as Santa Claus).

Latin America

The Heart of the Milky Way, for Valentine's Day

In some Latin American countries Valentine's Day is known as "Día del Amor y la Amistad" (Day of Love and Friendship). For example Colombia,[58] Costa Rica, the Dominican Republic,[citation needed] Ecuador, Mexico and Puerto Rico, as well as others. It is also common to see people perform "acts of appreciation" for their friends. In Guatemala it is known as the "Día del Cariño" (Affection Day)In Brazil, the Dia dos Namorados (lit. "Lovers' Day", or "Boyfriends'/Girlfriends' Day") is celebrated on June 12, probably because that is the day before Saint Anthony's day, known there 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 14th Valentine's Day is not celebrated at all because it usually falls too little before or too little after the Brazilian Carnival — that can fall anywhere from early February to early March and lasts almost a week. Because of the absence of Valentine's Day and due to the celebrations of the Carnivals, Brazil is a popular tourist spot during February for Western singles who want to get away from the holiday.

In most of Latin America the Día del amor y la amistad and the Amigo secreto ("Secret friend") are quite popular and are usually celebrated together on the 14th of February (one exception is Colombia, where it is celebrated on the third Saturday in September). The latter consists of randomly assigning to each participant a recipient who is to be given an anonymous gift (similar to the Christmas tradition of Secret Santa).

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Cup cake with hearts

St. Valentine's Day, or Ημέρα του Αγίου Βαλεντίνου in Greek tradition was not associated with romantic love; In the Eastern Orthodox church there is another Saint who protects people who are in love, Hyacinth of Caesarea (feast day 3 July), but in contemporary Greece, this tradition has mostly been superseded by the "globalized" form of Valentine's Day.[citation needed]

In Denmark and Norway, although February 14 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. In 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.

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. In Estonia Valentine's Day is called Sõbrapäev, which has the same meaning.[citation needed]

In 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. This has drawn backlash from several groups, institutions] and nationalist organizations like Noua Dreaptǎ, who condemn Valentine's Day for being superficial, commercialist and imported Western kitsch.

In 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. In France, a traditionally Catholic country, Valentine's Day is known simply as "Saint Valentin", and is celebrated in much the same way as other western countries. In Spain Valentine's Day is known as "San Valentín" and is celebrated the same way as in the UK, although in Catalonia it is largely superseded by similar festivities of rose and/or book giving on La Diada de Sant Jordi (Saint George's Day). In Portugal it is more commonly referred to as "Dia dos Namorados" (Lover's Day / Day of those that are in love with each other).

Tree at Valentine's Day with hearts

Due to a concentrated marketing effort, Valentine's Day is celebrated in some East Asian countries with Chinese and South Koreans spending the most money on Valentine's gifts

In China, the common situation is the man gives chocolate, flowers or both to the woman that he loves. In Chinese, Valentine's Day is called lovers' festival (simplified Chinese: 情人节; traditional Chinese: 情人節; pinyin: qíng rén jié). 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 on which a legendary cowherder and weaving maid are allowed to be together. Valentine's Day on February 14 is not celebrated because it is often too close to the Chinese New Year, which usually falls on either January or February.[citation needed] In Chinese culture, there is an older observance related to lovers, called "The Night of Sevens" (Chinese: 七夕; pinyin: Qi Xi). According to the legend, the Cowherd star and the Weaver Maid star are normally separated by the Milky Way (silvery river) but are allowed to meet by crossing it on the 7th day of the 7th month of the Chinese calendar.

In 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 14 February or March go to a Korean restaurant to eat black noodles (자장면 jajangmyeon) and "mourn" their single life. Koreans also celebrate Pepero Day on November 11, when young couples give each other Pepero cookies. The date '11/11' is intended to resemble the long shape of the cookie. The 14th of every month marks a love-related day in Korea, although most of them are obscure. From January to December: Candle Day, Valentine's Day, White Day, Black Day, Rose Day, Kiss Day, Silver Day, Green Day, Music Day, Wine Day, Movie Day, and Hug Day Korean women give a much higher amount of chocolate than Japanese women

In 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

In 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 translation error 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.

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