By: Pascaline Sacker
“Love is no stranger to spectacle” and as Valentine’s Day draws near the stage is set for emotions that transcend the ordinary. Unique gestures to heartwarming connections.
February 14 marks St. Valentine’s Day, a folk tradition that has evolved into a prominent cultural, religious, and commercial celebration of love across many countries worldwide. The day holds significance as a time to express affection and has grown to encompass various cultural and commercial aspects, making it a widely observed and cherished event globally.
In Ghana, the Ministry of Tourism through its agencies; the Tourism Authority, COCOBOD and Ghana Cocoa Processing Company have rebranded Valentine’s Day to ‘National Chocolate Day’ intending to promote the consumption of chocolate and other cocoa products. This initiative is driven by recognising the health benefits and nutritional value associated with these products.
Additionally, it serves the purpose of promoting domestic tourism and a healthier orientation to the celebration, aligning with the country’s efforts to encourage both local tourism and well-being during the festivities.
The expression of love typically defines Valentine’s Day through acts of intimacy and the exchange of gifts with loved ones. The essence of the day revolves entirely around celebrating and expressing affection.
Some shops in Accra and those who sell stuff online are cashing out this season by displaying packages like hampers wrapped in red, as well as teddy bears with love. It is also a time when couples or partners visit beaches, pubs, and restaurants for some good food and music.
Some churches use this occasion for programmes that address the prevalence of sexual activities on Valentine’s Day, taking a proactive role in managing or responding to the situation, conversations on courtship and marriage are also energised in churches during the period and celebrate the agape love.
One unique thing about this year’s Valentine’s Day to most Gen Z’s is the coincidence of Ash Wednesday, a day that commences the Lent season in the Christian Calendar – a period of fast, prayer, scripture reading, remorse and reconciliation.
Valentine’s Day is a time to celebrate love in all its forms, be it Eros Love (sexual passion),
Philia (deep friendship), Ludus (playful love), Agape (love for everyone), Pragma love (longstanding love), Philautia (love of the self), Storge (family love) or Mania (obsessive love). It is also a special opportunity to show appreciation and gratitude to loved ones.