A BRIEF HISTORY OF EUROPEAN CHRISTMAS MARKETS. CASE STUDY: THE CITY OF CRAIOVA (2020-2024)/O SCURTĂ ISTORIE A PIEȚELOR DE CRĂCIUN DIN EUROPA. STUDIU DE CAZ: ORAȘUL CRAIOVA (2020-2024)

The study «A brief history of European Christmas Markets. Case Study: The City of Craiova (2020-2024)» aims to present a brief history of Christmas markets in Europe and to identify how these seasonal events have become, in recent years, a real entertainment industrie, with application on the Craiova Christmas Market. The Christmas markets began to appear in the early Middle Ages for economic reasons: in winter, the food merchants recorded modest sales and began to sell their products near churches, where residents met for Christmas services. The meat sellers were joined by the pastry shops, the confectioners, the toy manufacturers, the ornaments producers, etc. The authorities encouraged and regulated these markets, established the venues, the period, the objects that can be sold. The locals were joined by visitors from other localities, which contributed to the increase in income from these events. At the end of the 19th century, in the Germanic space, the cradle of Christmas markets and the promoter of the decorated tree, the Christmas markets were increasingly numerous and the period of their holding was extended. In the following century, also in Germany, the use of luminous decorations, the specific music, the aromas of mulled wine and gingerbread was imposed, which contributed to the creation of the "Christmas atmosphere", much exploited commercially today. The Craiova Christmas Market began to become a symbol of the city every winter season. The organizers aim every year to exceed their limits in terms of elements of novelty and uniqueness, to bring to the attention of the public varied themes that would attract tourists of all ages, from all social categories and even from abroad. The visibility of the event has increased year by year thanks to intense promotion on radio and television, the written press, but also on Facebook, Instagram or TikTok platforms.