MANILA - What started as a social media campaign to promote the latest Star Cinema film "Everyday I Love You" has become an opportunity for people all over the world to express their love online.
In line with the opening day of the film, the promoters of Star Cinema declared October 28 as the "National I Love Day" and urged fans to let their loved ones know how much they love them.
The initial outpouring of support from Filipinos placed the hashtag #NATIONALILOVEYOUDAY atop the list of worldwide trending topics on social media site Twitter.
Hours later, it was picked up by Twitter users from other countries and helped the phrase maintain the top spot for nearly a day, generating almost 3 million mentions as of writing.
Several international brands, as well as Hollywood celebrities, have since hopped on the trend. Below are just some of the best reactions to the unofficial holiday: