Why is June 12th Valentine's Day in Brazil?

Unlike other places in the world, June is Valentine's month in the country.

Why?

While much of the world celebrates love on February 14th with the famous Valentine’s Day, the story is different in Brazil: here, *Dia dos Namorados* (Lovers' Day) is celebrated on June 12th. Discover the reasons why the country chose such a different date to celebrate couples!

A saint's day

Much like the story behind Valentine's Day, June 12th was also chosen because of a saint—in this case, Saint Anthony, who is known throughout the country as the "matchmaker saint."

This saint is known for interceding on behalf of those seeking the love of their lives or trying to resolve conflicts with a loved one. Furthermore, Saint Anthony is the patron saint of the poor, lost items, and miracles, serving as an example of selflessness and compassion for all the faithful.

Who was Saint Anthony?

Saint Anthony of Padua was a Franciscan friar who preached in Portugal, Italy, and France. He passed away at the age of 36 in the Padua region of Italy on June 13, 1231; this date marks his feast day and is the reason why June 12 was chosen for the celebration of Valentine's Day in Brazil.

The saint gained a reputation as a matchmaker due to a story about a young woman who was distressed because she lacked the funds for a dowry—an old custom requiring a woman to pay a specific sum to her future husband's family in order to marry. She knelt before a statue of Saint Anthony and prayed fervently for help in resolving her predicament. Some time later, gold coins appeared, enabling the young woman to proceed with her marriage. Since then, many other stories and legends have emerged surrounding the saint, who is known for helping the faithful who seek to establish a romantic relationship.

A commercial occasion

While the date of June 12th was chosen in honor of Saint Anthony—the patron saint of matchmaking—it was also conceived as a commercial strategy. In 1949, advertising executive João Dória developed a campaign to boost sales during June, a month that was historically slow for business as it lacked any major holidays.

With the slogan "Love isn't made of kisses alone," the occasion proved so successful that it became a fixture on the Brazilian calendar, establishing itself as the official day for couples across the country to celebrate love, unity, and togetherness. From a commercial standpoint, the strategy was also highly effective; Valentine's Day in Brazil ranks as the third most profitable holiday, trailing only Christmas and Mother's Day.

What about you? Did you already know the story behind Valentine's Day in Brazil?