Disclaimer: The Valentine’s Day traditions described in this article are based on cultural practices as generally observed and shared by contributors. Specific customs may vary by region, community, or personal interpretation. This piece aims to celebrate global traditions with appreciation and respect.
Valentine’s Day is celebrated in many ways across the world, reflecting diverse cultural values and traditions. While some see it as a day for grand romantic gestures, others focus on friendship, appreciation, or even playful exchanges. Studies suggest that acts of giving—whether a handwritten note, a small gift, or a simple token of gratitude—can strengthen relationships and boost well-being. But what makes a tradition truly meaningful? Beyond commercial influences, many cultures have preserved heartfelt customs that highlight thoughtfulness and connection. In this expert roundup, we explore unique ways different countries celebrate love, showing that expressions of affection go far beyond flowers and chocolates.
Japan’s Thoughtful Two-Part Gifting Tradition
One of the best Valentine’s Day traditions in the world is Japan’s two-part gifting culture. On February 14th, women give chocolate to men: “giri-choco” or obligation chocolate for colleagues or friends, and “honmei-choco” or true feeling chocolate for romantic partners. Then, one month later, on March 14th, known as White Day, men return the favors with gifts for the women who gave them chocolates.
What makes this custom unique is the thoughtfulness it embodies, giving reason for gratitude. This is an intended time to reflect on the various relationships one has and to show, not necessarily erotic love, but appreciation. Once, a friend staying in Japan mentioned how special it felt to be given “giri-choco” by colleagues, adding warmth even in a professional setting. This split timing creates excitement and a balance in the atmosphere for couples; it builds up anticipation toward that moment, making the exchange very memorable.
This is one of the very special traditions, as it goes beyond the commercial aspect of Valentine’s Day and focuses on personal relationships in a structured yet heartfelt way. It is a beautiful reminder that recognition and reciprocity can strengthen all kinds of bonds.
Elisa Branda, Founder & CEO, NuvolediBellezza
Denmark’s Heartfelt Snowdrop Exchange
Denmark hosts one of the world’s most beautiful Valentine’s Day customs by exchanging snowdrops, which are pressed white flowers that people give to show love and admiration. I cherish this tradition because it offers heartfelt expressions through delicate natural gifts, apart from commercial holiday presents. My entire life in the company of beautiful plants has taught me their ability to evoke deep emotions. The symbolism of snowdrops as emblems of hope and fresh starts makes them the perfect match for a day celebrating love.
This tradition reveals Valentine’s Day as an occasion for genuine displays of thoughtful affection. Roses are the typical holiday floral choice, but snowdrops offer a more personal and intimate elegance. This tradition teaches us that love can be shown most gently and deeply.
Tammy Sons, Founder/CEO, TN Nursery
Ukraine’s Handwritten Notes and Handmade Gifts
I grew up in Ukraine where Valentine’s Day has its own warm traditions. A cherished custom is exchanging handwritten love notes with small handmade gifts that carry heartfelt meaning. My experience in this practice showed me how these simple gestures bring people closer and add a genuine touch to the celebration. Many find this tradition to be one of the best because it turns ordinary moments into memorable celebrations. Consider making a small gift or writing a sincere note to someone special. The approach invites creativity and honesty while keeping a link to cultural roots that feel sincere and lasting.
Natalia Lavrenenko, UGC manager/Marketing manager, Rathly
Finland’s Friendship-Focused Friend’s Day
I love that in Finland, Valentine’s Day is all about celebrating friendship. It’s even literally called Friend’s Day (ystävänpäivä), making it a day for everyone, not just couples. There are so many social gatherings and outstanding events arranged across the country by people of all ages that no one feels miserable if they don’t have a “second half” by their side.
Families, friends, and couples come together for shared meals, sports activities like bowling, ice skating, or even cold-water swimming, singing, dancing, and whatever else brings them joy. The tradition also includes making cards for friends and exchanging small gifts or candy.
To me, friendship and love belong to the same family. I’d love to experience ystävänpäivä in Finland one day with my besties—after all, friends are forever.
Agata Szczepanek, Career Expert & Community Manager, Zety
Denmark’s Clever Gaekkebrev Love Poems
Denmark puts a clever spin on Valentine’s Day with “Gaekkebrev”—mystery love poems written on intricately cut paper. Instead of signing their names, the sender leaves a playful riddle or a few anonymous dots. If the recipient guesses correctly, they win an Easter egg later in the year. If not, well, the sender still gets the last laugh. It’s a mix of romance, wit, and a little friendly trickery.
Honestly, it beats the usual routine of flowers and fancy dinners. There’s effort, creativity, and a bit of suspense built in. It also shifts the focus from spending money to actual thoughtfulness. No pressure to outdo last year—just a clever game between people who care about each other. In a world of instant messages and mass-produced gifts, a handwritten puzzle feels like something that actually matters.
James McNally, Managing Director, SDVH [Self Drive Vehicle Hire]
Gifting Roses Shows Universal Love
In my opinion, one of the world’s best Valentine’s Day traditions is the simple act of gifting flowers, particularly roses. It’s not just the beauty of the flowers that makes this tradition so meaningful; it’s the thought and symbolism behind them. When you give someone flowers, especially roses, you express love, appreciation, and admiration in such a universal way. Selecting the perfect bouquet and handing it over is such a decisive moment because it reflects how much someone truly cares.
Roses have this timeless quality—they’re associated with love, romance, and passion, but they also carry a sense of elegance and delicacy. Whether you’re giving them to a romantic partner, a friend, or even a family member, the gesture communicates a message of thoughtfulness. It’s all about showing someone you value them, and that kind of attention never goes out of style.
It’s not just about spending money, but about making someone feel seen and appreciated. Whether it’s roses, chocolates, or a meaningful card, the emotional connection and shared joy make these gifts so special. Valentine’s Day is all about celebrating love in all its forms, and traditions like this are a beautiful way to express that love, especially when it comes from the heart.
Daisy Cabral, Visionary Founder and CEO, Teami Blends
Saint-Valentin’s Enchanting Village of Love
One of the world’s most enchanting Valentine’s Day traditions comes from the picturesque village of Saint-Valentin in France. This charming hamlet transforms itself into the “Village of Love” every February 14th, creating a magical atmosphere that captures the essence of romance.
Imagine strolling hand-in-hand with your sweetheart through streets adorned with vibrant floral displays, hearts, and bows. The air is filled with the sweet scent of roses and the sound of gentle music drifting from nearby cafes. As you wander, you come across the village’s public garden, a haven of tranquility and beauty.
The centerpiece of this garden is the “Tree of Vows,” a symbol of enduring love and commitment. Couples from all over the world gather here to tie their romantic wishes to its branches, creating a colorful tapestry of hopes and dreams. It’s a sight that would make even the most pragmatic person’s heart skip a beat.
As the day progresses, the village comes alive with feasts and celebrations. Local restaurants serve specially crafted menus designed to ignite passion, featuring aphrodisiac ingredients and decadent desserts. As night falls, the sky erupts in a dazzling display of fireworks, painting the heavens with bursts of red and pink.
What makes this tradition truly special is its ability to transport you into a world where love reigns supreme, if only for a day. It’s not just about exchanging gifts or cards; it’s about immersing yourself in an environment that celebrates love in all its forms.
For Sally, who spends her days orchestrating musical performances for various events, this tradition would resonate deeply. She could envision the perfect playlist for each moment – from soft, romantic melodies for the garden strolls to upbeat, joyous tunes for the evening festivities.
The Saint-Valentin tradition reminds us that love is not just a personal experience but a communal celebration. It brings people together, creating memories that last long after the decorations have been taken down and the village returns to its quiet existence.
Sally Johnson, Owner, Green Light Booking, LLC
Have Your Say
- Which of these Valentine’s Day traditions do you find most interesting?
- Does your country or culture have a unique way of celebrating love and friendship?
- What’s your favourite way to show appreciation to loved ones on Valentine’s Day?
Alignment with the UN SDGs
- Good Health & Well-Being (SDG 3): Promotes emotional well-being through meaningful connections.
- Quality Education (SDG 4): Shares cultural knowledge and traditions.
- Gender Equality (SDG 5): Highlights inclusive customs beyond romantic love.
- Reduced Inequalities (SDG 10): Showcases diverse, non-commercial celebrations.
- Peace, Justice & Strong Institutions (SDG 16): Encourages cultural appreciation and mutual respect.
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