In Southeast Estonia, preparations for Valentine's Day are underway as the holiday continues to grow in popularity among locals. Florists have ordered four to five times more flowers than usual, cafés are creating themed treats, and some restaurants are fully booked weeks in advance. This trend reflects a growing cultural shift in how Estonians celebrate the holiday, subtly embracing the festive spirit surrounding love and companionship.

At Tillu Café in Põlva, which has been preparing for Valentine's Day for several weeks, the staff is eager to offer special dishes such as heart-shaped pavlovas with pink cream, cake slices with sweet messages, and heart-shaped pizzas. The café's manager, Eve Veski, emphasized the importance of Valentine's Day, noting that the demand has significantly increased over the years, reflected in the rise of reservations and customer interest in the holiday festivities.

This year, observers note that men are particularly proactive in booking reservations, signaling a shift in social norms where expressing affection on Valentine's Day is becoming more mainstream. As the café gears up for an Italian-themed dinner event to mark the occasion, it is clear that Valentine's Day is not just an imported tradition, but rather one that is being embraced uniquely by Estonians, allowing them as a community to participate in the celebration of love and relationships.