Every September, as the chill of winter fades, Paraguay’s streets erupt into a rainbow of colour. From the pinks of lapacho trees to the purple tints of Jacaranda, nature’s palette comes alive. There is, however, a colour that stands above all others. Such colour has a story, a message, and a link with the people we love the most: Yellow. Most often associated with sunshine and with energy, yellow represents the warmth of the new season and its promise. This is why Paraguay celebrates spring with yellow flowers.
The start of spring
A new and quirky custom has become increasingly popular among Paraguay’s youth over the past few years, particularly on social media. Because 21 September is the official start of spring, photographs of sunflowers and other yellow flowers flood social media feeds. The custom of exchanging yellow flowers with friends, and especially lovers, is full of deep meaning as a symbol of affection and connection.
Why yellow?
Many people in Paraguay attribute the tradition of giving yellow flowers in spring to the early 2000s television series Floricienta (Flinderella). The series’ theme song, Flores Amarillas meaning Yellow Flowers, literally illustrated the main protagonist’s wish for someone to give her yellow flowers. That wish resonated with many girls who watched the show while growing up. Ultimately, the song transformed an ordinary flower into a symbol of culture.
Florists around Asunción and beyond affirm that demand for yellow bouquets and floral arrangement orders always spikes around this time.
“The youth fell in love with flowers once more due to this trend,” says a local street vendor. With sunflowers, tulips, and roses being among the highest demanded, it is evident that this tradition will not be going anywhere anytime soon.
A social media sensation
What began as a quiet tradition, soon spread across all corners of Paraguay, thanks to social media. TikTok and Instagram are filled with videos of couples surprising each other with yellow flowers. Some of the local stores are even joining in on the fun by offering free yellow flowers with each transaction or decorating their products in yellow.
More than just a seasonal trend, this custom has evolved into a celebration, embracing friendship, love, and the arrival of warmer seasons.
So, do you know who you are giving yellow flowers to this season?
