LOVE, EXPLAINED: How Valentine’s Day became a tradition

Love has never really needed an invitation — but somehow, it always finds one. Every February 14 yearly, the world suddenly transforms into a place of romance. Streets congested with traffic suddenly become dotted with flowers and even the simplest message sent online carries more weight than usual.

Valentine’s Day may appear now as a celebration and symbolism of love, but its origins reach far deeper than what people think it is.

Rooted in ritual, romance

It originated from ancient Rome. In mid-February, Romans used to celebrate Lupercalia, a fertility festival dedicated to Faunus, whom is the god of agriculture and was also tied to Romulus and Remus, the mythological founders of Rome. 

With this, goats and dogs were sacrificed, and priests known as “Luperci” would lightly strike women and even crop fields — acts which were believed to bring fertility in the following year. Furthermore, one tradition also involved young women placing their names into an urn, from which bachelors would draw, forming bonds that sometimes lasted a year and often in marriage.

But as Christianity spread through the empire, celebrations like these were seen as incompatible with the new faith and beliefs. The Church began replacing pagan customs with Christian observances, and the mid-February date slowly became linked to a very different figure than it used to be. Slowly, from the observance of Lupercalia, Valentine’s Day started to be linked to a very different figure — Saint Valentine.

The Saint behind the day

The figure behind this day, who is Saint Valentine, is actually someone mysterious. Historians believe that there may have been more than one man named Valentinus — linked to places like Rome, Terni, and even Africa — and all were said to have died as martyrs under the Roman rule. 

One of the most well-known stories tells of a priest who went against Emperor Claudius II. The emperor discouraged men from marrying because he wanted more soldiers for war and thought of love as a distraction. According to this version of story, Valentine continued performing marriages for the couples in secret.

Other stories describe Valentine helping abused and imprisoned Christians, where grateful visitors brought him flowers. In the end, he allegedly sent a note to the jailor’s daughter, signing it, “from your Valentine.”

Many of these stories cannot be fully proven today, since many records from that time were lost. Still, the stories survived, and by the late 5th century, Valentine was officially recognized as a saint-keeping February 14 tied to his name ever since.

A day of romance worldwide

As time passed by, its meaning started to shift from martyrdom to romance.

In medieval Europe, February 14 became tied to courtship. Geoffrey Chaucer’s 1382 poem Parliament of Fowls is among the earliest works linking the day to love, describing it as the moment “when every fowl comes there his mate to take.”

By the 14th and 15th centuries, traditions of choosing “Valentine” through lotteries persisted in England and France, gradually turning into exchanges of letters and small gifts.

The holiday again transformed in the 18th and 19th centuries with the rise of the concept of a Valentine card. Printing advances and the introduction of the Penny Post in 1840 made sending cards affordable, leading to millions exchanged annually by mid-19th century.

However, not all Valentines were sweet. By the late 19th century, “vinegar Valentines” appeared, mocking cards meant to tease the receivers. Mass production of cards were eventually replaced with much more artistry, and the holiday grew  more commercial.

Still, Valentine’s Day remained popular into the 20th century. And today, it is one of the world’s most commercially significant celebrations, with billions spent annually on gifts, dinners, and experiences.

Meanwhile, in the Philippines…

In the Philippines, Valentine’s Day holds a special place — almost like Christmas or New Year celebrations in spirit, even without it being an official holiday. Even as early as the first week of February, most public spaces are already decorated with hearts.

One place in the country that captures this day so closely is the Dangwa Flower Market, which is one of the busiest areas on this day, where bouquets are purchased by the dozens and even people from different places go here for the sole purpose of buying flowers.

Classic traditions also still dominate: intimate settings, wine, carefully planned dinners. At the same time, newer trends such as chef collaborations and strawberry-based Valentine desserts, continue to shape how Filipinos celebrate today.

While Filipino Valentine’s traditions are heartfelt, they have also become practical.

In 2023, a Social Weather Stations survey revealed that money topped the list of preferred Valentine’s gifts at 16%. Love and companionship came next at 11%, followed by flowers at 10% and apparel at 9%.

Love, in all forms, remains timeless

Valentine’s Day has never been a fixed tradition, from its origin up until how it is celebrated in different cultures. Yet its endurance comes from something simple and constant that people continue to look for ways to express love, nonetheless.

Be it flowers from Dangwa, a dinner date, or simply enjoying each other’s company, Valentine’s Day stays meaningful since love can take different forms and feels timeless.