Affectionately known as "The Day of Lovers," La Diada de Sant Jordi is
often compared to Valentine's Day, but with some unique Latin twists.
The main event is the exchange of gifts between sweethearts -- men give
their 'novias' roses, and women give their 'novios' a book
to celebrate the occasion. Due to popular legends about Barcelona,
roses have always been associated with this day since medieval times.
However, the giving of books as a gift is a more recent marketing twist
prominent of our times.
A smart bookseller began to promote the holiday in 1923 as a way to
honor the simultaneous deaths of the two greatest men of literature:
Spain’s Miguel de Cervantes and Britain’s William Shakespeare, both
deceased on April 23, 1616. Barcelona, being the publishing capital of
the Spanish-speaking world, quickly adopted this double punch of love and literacy.
In Las Ramblas, Barcelona's principal street, as well as
all over the city, hundreds of flower stands selling roses and makeshift
bookstalls are hastily set up for the occasion. By the end of the day,
some four million roses and 400,000 books are purchased in the name of
love, registering half of the total yearly book sales of Catalunya on
this day alone! One might find it difficult to see a woman without a
rose in her hand, or a man walking by without a book.
Even though La Diada de Sant Jordi is not an official
non-working holiday, most romantics ditch the office to take a stroll
through the beautiful Mediterranean streets and enjoy the sultry
springtime weather. Love is definitely in the air, but even if you don't
have a novio to smooch on a park bench, there are still plenty of things to see and do: watch the dancing of the Sardana (the national dance of Catalonia) as it is performed throughout the day in the Plaça Sant Juane…
and perhaps dare to join in if the mood strikes; or attend various book
readings of noted authors, which are held in many book stores and cafes
(keep an eye out for 24-hour marathon readings of Cervantes' Don Quijote!)
Elsewhere, hundreds of Jordis, Georges, Yuris, Jorges, Gorkas and
others named after the Saint will be forming a human chain in an attempt
to get into the Guinness Book of World Records. There are also a
variety of street performers and musicians on hand that add a romantic
ambience to nearly every public square and plaza.
UNESCO, inspired by this day, declared La Diada de Sant Jordi a National Book Day. Plus, April 23 is the only day of the year that the Palau do Generalitat
- Barcelona's principal government building - opens its doors to the
public (and for free!) where one can enjoy huge displays of roses
created to honor Sant Jordi inside this Gothic architectural
masterpiece. Long queues are always expected, so try to get there early!
