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MANILA: Shopping malls were filled with heart motifs and red hues, while stalls of pre-arranged bouquets and flowers dotted the streets of Philippine cities on Friday, as Filipinos celebrated Valentine’s Day.

The holiday is rooted in Christian tradition, honoring Saint Valentine, a third-century martyr who was imprisoned and later executed for ministering to persecuted Christians during the Roman Empire, including secretly officiating marriages for Roman soldiers.

In the predominantly Catholic Philippines, mass weddings are commonly held on this day, with local governments offering hundreds of couples the opportunity to marry when traditional weddings may be for some too expensive.

Other government initiatives, including express domestic deliveries brought by singing mailmen of the national post office, have helped Filipinos express affection and make romantic gestures.

The holiday has also become a commercial celebration of romance, with the prices of flowers at popular marketplaces such as the Dangwa market in Manila, nearly doubling. Roses and tulips have spiked to as high as $2 a piece, twice its price last week.

Tina Bautista, a coffee shop owner, has observed how businesses have been impacted by the holiday.

“The Philippines embraces Valentine’s Day. I see restaurants being fully booked, traffic gets heavier, and flower shops have lines of people buying last-minute bouquets. There’s romantic buzz everywhere — from love songs playing in establishments to special promos in cafes and hotels,” she told Arab News.

“One practice that stands out is how businesses get in on the celebration — coffee shops create Valentine’s drinks, malls set up photo booths for couples, and even schools organize Valentine-themed events.”

In the Philippines, men are the ones expected to display love and affection, due to the country’s longstanding courtship traditions.

For Kyle Pelaez, 25, Valentine’s Day is “more of an opportunity to show my appreciation to my partner outside of the daily ways,” he said.

“While we always make it a point to celebrate the occasion, we usually do it not on the day of Feb. 14 itself just to avoid the rush.”

Despite the romantic atmosphere, there are those who feel the social pressure of the holiday.

Justine Poblete, 31, does not see Valentine’s Day as an authentic part of Filipino culture and feels that people only partake in it because of social pressure.

“I think people are celebrating it because other people do. If there is any influence from Filipino culture, I think it’s the fact that women receive more special treatment than men. It’s always men who do romantic gestures,” she said.

“People are pressured to spend whether on gifts or dates … honestly, it can get a bit pressuring. It’s a bit of a shame walking outside with no significant other beside you, or no flowers or gifts in hand. And whether I’m holding a bouquet or not, I still feel awkward and uncomfortable.”

But others see the romanticism of the day.

Philip Juachon, 27, recalled how he used to look for the perfect bouquet for his girlfriend, which “also meant enduring the friendly banter of the people who would see you carrying it.”

While they have been together for 10 years, they always make it to a point to celebrate — if not on Valentine’s Day itself, then on the surrounding days.

“Filipinos are emotionally expressive and love having reasons to celebrate,” he said.

“I think it’s a mix of Filipinos’ love for celebrations, religious influence, and romantic nature. Having a specific day dedicated to love allows us to celebrate and express our affection and appreciation for the people we care about.”