Be still my beating heart … Valentine’s Day is upon us again! Whatever our feelings about this annual opportunity to worship at the shrine of the Gods of Love, there’s no denying the continued mass appeal of Valentine’s Day.

While strewing rose petals in the path of one’s beloved and other similarly romantic gestures have been part of the deal in the West for many years, it seems that Valentine’s Day (or VD as I will call it from this point as I can’t resist the childish glee in doing so) fever is now infecting people in places like China and India. A real triumph of cross border cultural exchange I’m sure you’ll agree! But then, we’ve survived years of ‘made in China’ tat, so I guess there is some justice. In any case, after Mao’s tenderly crafted Cultural Revolution, VD might perhaps fill some gaping void in the Chinese national psyche that the Latter Day Communists have been unable to do.

In the land of Bollywood and Bling, it’s not difficult to imagine VD going down a storm there after all those Monsoon Weddings, although it is hard to credit the possibility that India could have room for a festival in its already crowded calendar.

But hey India, China or Timbuktu, romance is romance and we all know that VD is highly contagious. I have no doubt that the World Health Organisation will soon cotton on to its pandemic status and start pouring billions that could otherwise be usefully spent finding ways to feed all those Slumdogs and Chinese who haven’t managed to yet become elevated to the ranks of middle-classdom into developing a vaccine against it and spoiling all the fun.

In a fit of mild curiosity (pique could be a more accurate way of describing it) last VD, I decided to do a bit of research to find out where it all began … and whether I could name, shame and blame anyone. So I surfed the net for a while in a sort of cursory way in order to achieve some superficial understanding of the subject and frankly ended up little the wiser.

Theories abound; some think VD is celebrated on 14 February because it is the Saint’s Day of at least two early Christians called Valentine, who seem to have been indistinguishable from each other. Others believe that VD has nothing to do with any Saint Valentine. Rather, it is thought to be a lovers’ festival related to either the Roman fertility festival of the Lupercalia on February 15 or the start of the mating season of birds. With me so far?

Verses and Valentine’s Greetings appear to have been popular from the Middle Ages when lovers said or sang their greetings to the objects of their passion. Written Valentine Cards began to appear after 1400. Paper Valentine’s cards were commonly exchanged in Europe and were especially popular in England. Incidentally, this means that we can’t blame VD on the Americans as I had thought. They don’t get let off the hook entirely though — while the ‘Poms’ can take the credit for the first cards, the ‘Yanks’ are clearly responsible for taking them to the cultural heights we now enjoy! ZZZZZZZZZZZZZ

Whatever! In case you hadn’t clocked it, academic research isn’t really my thing, so if you want more clarity get Googeling, there’s more information than even the most enthusiastic of Mastermind candidates could soak up.

Love it or hate it, there can be few people who are entirely immune. Who don’t experience a mild frisson and a momentary intake of breath at the sight of a courier bearing a luscious bouquet in the direction of their desk, images of secret admirers flicking through their mind at the speed of a Rolodex in the hands of an experienced networker? Then the inevitable lurch of disappointment as said courier bears the fragrant floral trophy inexorably onwards to another desk. Be still my beating heart indeed.

Happy Valentine’s Day!