Valentine's Day spirit still there and growing
Tantri Yuliandini, The Jakarta Post, Jakarta
It's that time of year again when the stores are abound with pink balloons, teddy bears and chocolates -- all in the name of love.
Today is Valentine's Day, considered the most romantic day of the year by many people, and another time of the year when shopping centers can rake in huge profits.
A touch of red and gold adorning major department stores make this year's Valentine's merrier, since the day is celebrated only two days from the Chinese New Year, which fell on Feb. 12.
"I guess Valentine's Day celebrations this year are eclipsed by all the hype of the Chinese New Year," Julia, an employee of a private firm on Jl. Jend. Sudirman, South Jakarta said.
But it does not mean the Cupid has bowed down to the Horse. This lunar year is celebrated by the Chinese as the Year of the Horse.
Major department stores still dedicate special sections for the celebration of love. Looking at how packed these sections and stores are, it's obvious the Valentine's Day spirit has not been totally lost among Jakarta's teenagers.
But really, who was Saint Valentine and why do many people celebrate this day?
According to historians, Valentine's Day is named after a third century Roman martyr. Legend has it that Valentine was executed for secretly marrying soldiers and their lovers against the wishes of the emperor. While in jail, he fell in love with his guard's blind daughter and before he was taken to his death, he signed a farewell message to her, "From your Valentine" -- an expression that is still widely used today especially on cards.
Some believe Valentine's Day is celebrated in the middle of February to observe the anniversary of Valentine's death or burial -- which probably took place sometime around 270 A.D. Others claim that the Christian church may have decided to celebrate Valentine's feast day in the middle of February in an effort to "Christianize" celebrations of the pagan Lupercalia festival.
Lupercalia is a festival to commemorate young men's rite of passage to the god Lupercus. The celebration featured a "lottery" in which young men would draw names of teenage girls from a box. The girl assigned to each young man would be his sexual companion for the year. The Roman "lottery" system for romantic pairing was later deemed un-Christian and outlawed.
During the Middle Ages, it was commonly believed in France and England that Feb. 14 was the beginning of birds' mating season, which added to the idea the middle of February -- Valentine's Day -- should be a day for romance.
Despite it's Christian origins, Valentine's Day has become a secular festival, and is now celebrated by many people across the world.
And how did the day become such a huge marketing ploy? Well, it's just one of those more successful gimmicks that clever marketing people have devised. The sale of valentine cards in the United States alone this year is estimated to reach over a billion U.S. dollars, according to the Deutsche Presse-Agentur.
Some of these attractions could be seen here at the toy, stationary and the lingerie sections of Metro Department Store in Plaza Senayan, South Jakarta.
Cuddly teddy bears bearing hearts, pink valentine cards, red balloons with endearing expressions of love, lacy red-hot lingerie and chocolates galore are all over the shopping centers.
"I'm buying these for my boyfriend, I don't care if he doesn't like them, they're cute and show how I feel," Silvy, 28, said pointing to a couple of stuffed, felt, red hearts.
It's an expression of love to these people, who find Valentine's Day the right time to do it.
"I'd be too embarrassed to do it at any other time," Eric, a freshman at the local Jayabaya University, said, as he browsed through the stacks of valentine cards.
His friend, Ardi -- a third year student at the Padjajaran University in Bandung, agreed, adding that they were just riding on the moment, "it's just too odd to say you love someone on any other day".
Both Eric and Ardi said that they plan to give their girlfriends valentine cards, flowers, chocolates and stuffed toys.
Another shopper, Feli, 19, from Trisakti University said that expressing love on Valentine's Day was "more special", adding that she was browsing for a gift to give her boyfriend.
The young, it seems, has been bitten by the valentine bug, while for the veteran, every day is Valentine's Day.
"If I could just go out with my wife and children like this anytime, it's Valentine's Day for me," Nugroho, a businessman in his mid thirties said.
Then he added, "But the kids are exchanging gifts with their friends for Valentine's Day, and that's why we're here (shopping)".