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7 million roses expected to be sold on Sant Jordi's Day
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Sant Jordi to be celebrated in 50 countries worldwide
One of Catalonia’s most beloved festivals, Sant Jordi, will be celebrated in a record 50 countries worldwide this year. Although Catalonia’s Patron Saint Day is on the 23rd of April, there are activities related to books and roses—the main protagonists of the day—scheduled over the course of a few weeks in New York, Bogotá, London, Melbourne, Johannesburg, and many others. The Delegations of the Catalan Government abroad play a key role in exporting Sant Jordi around the world. Also active is the Institut Ramon Llull (IRL), which is a public institution in charge of promoting Catalan culture and language, and the University Network of Catalan Studies Abroad. Thus, exhibitions, public readings, stalls selling books and roses, and elements of Catalan culture, such as traditional human towers (Castellers), will deliver the spirit of Sant Jordi all over the globe.
Florists forecast strong sales of roses during Sant Jordi weekend
Catalonia’s patron saint, Sant Jordi, celebrates love and literature and joins together books and roses in one of Catalans' most beloved traditions. This year, the 23rd of April is on a Sunday and therefore wholesalers expect rose sales to flourish the whole weekend, starting on Friday and lasting until Monday. This will allow them to maintain the same sales levels as last year's and reach the figure of 6 million roses. ‘Freedom’ is expected to be the best-selling variety of rose, distributed in more ecological and original wrappings, reducing the use of cellophane. Although some customers may go away for the weekend, florists expect sales to be compensated by the number of visitors to the city, which will exceptionally open its shops on Sunday.