Even
predominantly Hindu and Muslim countries deck the halls and department store
windows during the traditional Christian holiday. For retailers, especially,
this makes the season's profits all the more merry.
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| Students in China parade, dressed as Santa Claus |
Bratwurst
sizzles as the spicy aroma of mulled wine wafts between the vendors' wooden
stalls. Santa parts the crowd, dispersing candy to a swarm of children. He's
come a long way from the North Pole to face the blazing Indian sun, but he
couldn't pass up the German Christmas market in Delhi - even if the country is
overwhelmingly Hindu.
Move over,
baby Jesus. For many non-Christian countries like India and China, Christmas
has become a seasonal necessity, spiking retail sales, spreading secular cheer
and prompting festive store-window displays intent on luring big spenders.
But back to
the Christmas market. The Indo-German Chamber of commerce has been sponsoring
the event in Delhi for 16 years now. Here, religion takes a back seat.
 |
| The Christmas market in Delhi was such a success that Mumbai launched its own version |
Aside from
the social aspect, Choudhury says it's a platform for businesses to garner
recognition. Big German corporations like Audi, for example, help sponsor the
event.
"A lot
of companies get good branding and exposure in this format," she said,
adding that the event tends to draw 10,000 - 12,000 visitors annually. Beyond
the Christmas market, however, Choudhury said the holiday cheer extends into
Delhi's public sphere. "Hotels, markets, everything gets decorated in a
Christmas fashion. Nobody would do without it."
Deck the
New Year's tree?
Against the
soundscape of minaret calls in Istanbul, Christmas decorations dangle from the
streetlamps. Department stores tout trimmed trees. But don't go calling them
Christmas trees. In Turkey these pines are marketed as "New Year's
Trees."
 |
| Christmas decorations dangle from street lamps on Istanbul's shopping street Istikal Caddesi |
Even if
it's not exactly called Christmas, Muslim-majority Turkey also profits from the
holiday spirit. Fancy hotels, retail chains and fancy restaurants deck the
halls.
Pelin Cakar
heads the upscale "Luca" restaurant in Istanbul's classy Bebek
district. Christmas trees - or New Year's trees, rather, dot the dining room. A
string of lights lines the outdoor terrace.
"For
us, they aren't decorations for Christmas, but rather, for the New Year,"
Cakar said. "We decorate because it's a festive month, and because the
decoration fits accordingly."
Despite the
alluring decorations, Cakar says that cashing in on the holidays isn't her
priority. "For us the financial aspect isn't our foremost focus, the
social aspect is. But of course, the decoration is beautiful and inviting for
the guests. We also have a lot of international guests who like it."
Santa
speaks Chinese, too
Across the
globe in China, pine trees are illuminated and red-suited Santas pose for
portraits. "With more and more Western influence in Chinese cities,
Christmas as an event, much more commercial than religious, has become common
in China," said Shanghai-based media producer Jose Qian.
Although
rural communities may be exempt, big cities like Shanghai and Beijing go all
out.
"Christmas
trees and similar decorations appear in most office buildings and shopping
malls. Merry Christmas signs and Santa Claus costumes are popular in many
commercial venues," Qian said, adding that classic Christmas carols can
often be heard in public."
"The
sales season lasts for one and half months, during which time shopping volume
goes up," Qian said. "All kinds of promotions are organized and
retailers obviously benefit from this."
According
to Professor Kent Deng of the London School of Economics, the Christmas boom
provides a lifeline to some Chinese manufacturers.
"From
the producers' point of view, a lot of small and medium companies depend on
Christmas for their livelihood," Deng said. In addition to producers of
trinkets, the manufacturers of gadgets or popular tech gifts also pin their
success on the commercialization of holidays.
Shopping
malls erect massive trees, speckled with colorful baubles. Santa enthusiasts
can even get their photo taken with jolly old Saint Nick. Even if the public
isn't entirely clear on who the potbellied fellow is, they know that he helps
make wishes come true.
"This
comes from Hollywood movies," Deng said. "Here, Santa speaks Chinese,
of course. But if someone looked at the photo, you wouldn't recognize that this
is a non-Christian country."
 |
| Santa poses Marilyn Monroe-style in Taiyuan, Shanxi province of China |
In China,
Christmas is celebrated not necessarily by giving gifts, says the economist,
but rather, by splurging on a good meal. And this is where French, Italian and
German restaurants profit. Deng says Western restaurants are some of the
greatest financial beneficiaries of the Christmas season in China.
"The
Chinese have a very strange reinterpretation of the Christmas
celebration," Deng said. "You must go to a posh restaurant and have
some foreign wine and some fine food. You are for that day, a European
person." He laughs, adding, "You can appreciate they have such a
romantic view about Christmas. You spend all your disposable income. You eat
the best food of the year."
Multi-purpose
merry wishes
And the
interpretation of the Western holiday doesn't end there. "As a social
norm, Chinese do send Christmas cards that say 'Merry Christmas,'" Deng
said, estimating that about 100 million families will be sending cards this
year. "This is a social formality. Often they link this to the New Year
since it's only five days apart, so they'll copy the European style."
European or
not. Christian or not, back in India, Navina Choudhury says religion isn't
necessary to appreciate the holiday.
"I'm
not a Christian, but my daughter has always had a Christmas tree. Santa brings
gifts. It is a very important festival in India, even for non-Christians. We
all celebrate it."
With
additional reporting by Senada Sokullu in Istanbul.
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