Innumerable marketers are selling ‘happiness for tomorrow’ but ‘love market’ offers memories of the past...
If one defines the term ‘market’ in its simplest form, it would be called an arrangement where goods or services can be exchanged by people. But the intent of the content in this article isn’t to describe the terms in economics’ glossary or the forces affecting them, but to talk about the business of love. In fact, what would be better than to begin with the ‘Love Market’ of Vietnam that is held on every lunar March 27 that falls sometime in May? Called the Khau Vai Love Market, the market is about 100 years old among different ethnic tribes such as the Dao, H’mong and Tai in the northern mountainous region of Vietnam. However, the popular ‘form of love’ sought in this market isn’t the ‘new love’ but the ‘old flames’ doused by circumstances or recklessly quashed by kinfolk. Legends tell the tale of a boy and a girl from two different tribes who fell in love with each other but were not able to marry due to the differences between the tribes. To avoid bloodshed and maintain peace, the two decided to part ways but meet every year on that day, March 27th of the lunar calendar. The place where they used to meet was Khau Vai, which today has become the love market festival centre for former lovers and it features food and drinks, musical performances and even folk games. In fact, the tradition has gladly turned out in a way that both husband and wife together leave to look for their respective former lovers. In case only one spouse wants to visit the market, she can do so without feeling guilty while the other one stays at home without feeling jealous!
While the online dating business, which is worth a billion dollars per annum (competing with pornography), gives the opportunity to seek new love every day, the world is divided into two factions when it comes to concluding if ex-lovers should be good friends. “If I pass by my ex-lovers, I would definitely be courteous to stop by and talk. But, I don’t understand the relevance of giving out a day or going to the extent of making friends with people who have deliberately been made a thing of the past. I would rather focus on making the present relationship better,” says 28-year-old Jaikaran Oberoi, who has been through a series of flings as well as serious relationships.
The nature of love differs across cultures and as scholar William Jankowiak observed, “Romantic passion is a byproduct of an interplay between biology, self, and society”. In a study to learn about the differences in Love across Cultures (LAS), it was discovered that the ‘Chinese participants were more endorsing of yuan (fated and predestined love) and the Russians were less likely to require love as a basis for marriage. While the Japanese agreed less with certain romantic beliefs, the Americans were more endorsing of secure attachments.’
However, no culture except the Vietnamese seems to have made place for the lovers who due to various reasons cannot be with each other. Though, the openness in marital relationships to admire the ‘old flames’ is admirable here, assigning a full-fledged ‘love market’ to the cause only hints at the society’s rules and conditions to temper down love in the very first place!
For more articles, Click on IIPM Article.If one defines the term ‘market’ in its simplest form, it would be called an arrangement where goods or services can be exchanged by people. But the intent of the content in this article isn’t to describe the terms in economics’ glossary or the forces affecting them, but to talk about the business of love. In fact, what would be better than to begin with the ‘Love Market’ of Vietnam that is held on every lunar March 27 that falls sometime in May? Called the Khau Vai Love Market, the market is about 100 years old among different ethnic tribes such as the Dao, H’mong and Tai in the northern mountainous region of Vietnam. However, the popular ‘form of love’ sought in this market isn’t the ‘new love’ but the ‘old flames’ doused by circumstances or recklessly quashed by kinfolk. Legends tell the tale of a boy and a girl from two different tribes who fell in love with each other but were not able to marry due to the differences between the tribes. To avoid bloodshed and maintain peace, the two decided to part ways but meet every year on that day, March 27th of the lunar calendar. The place where they used to meet was Khau Vai, which today has become the love market festival centre for former lovers and it features food and drinks, musical performances and even folk games. In fact, the tradition has gladly turned out in a way that both husband and wife together leave to look for their respective former lovers. In case only one spouse wants to visit the market, she can do so without feeling guilty while the other one stays at home without feeling jealous!
While the online dating business, which is worth a billion dollars per annum (competing with pornography), gives the opportunity to seek new love every day, the world is divided into two factions when it comes to concluding if ex-lovers should be good friends. “If I pass by my ex-lovers, I would definitely be courteous to stop by and talk. But, I don’t understand the relevance of giving out a day or going to the extent of making friends with people who have deliberately been made a thing of the past. I would rather focus on making the present relationship better,” says 28-year-old Jaikaran Oberoi, who has been through a series of flings as well as serious relationships.
The nature of love differs across cultures and as scholar William Jankowiak observed, “Romantic passion is a byproduct of an interplay between biology, self, and society”. In a study to learn about the differences in Love across Cultures (LAS), it was discovered that the ‘Chinese participants were more endorsing of yuan (fated and predestined love) and the Russians were less likely to require love as a basis for marriage. While the Japanese agreed less with certain romantic beliefs, the Americans were more endorsing of secure attachments.’
However, no culture except the Vietnamese seems to have made place for the lovers who due to various reasons cannot be with each other. Though, the openness in marital relationships to admire the ‘old flames’ is admirable here, assigning a full-fledged ‘love market’ to the cause only hints at the society’s rules and conditions to temper down love in the very first place!
Swati Hora
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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