#kirivööpäeva üleskutse: mudel omakultuuri populariseerimiseks / The #kirivööpäev Initiative: Wear a National Pick-up Belt on Midsummer’s Eve!

Abstract

The author, Kristel Vihman, is the organiser of the #kirivööpäev initiative, which has the translated title Wear a National Pick-up Belt on Midsummer’s Eve! The #kirivööpäev initiative was launched in 2023 as a call to wear a pick-up belt (Est. kirivöö) on Midsummer’s Eve and share photos of it on social media using the hashtag #kirivööpäev. The idea arose from a desire to create a modern way of connecting with one’s roots and initiating new or revitalised Midsummer traditions.

The pick-up belt is an important part of Estonian folk costume, which, in addition to its practical purpose, has historically held symbolic, gift-related and even magical significance. In recent years, there has been growing interest in contemporary pick-up belts, also known as ‘belts that bestow strength’ (Est. väevöö). These are worn with everyday clothing and through them people seek a connection with their origins and identity.

The author seeks to spark a dialogue on whether cultural heritage can be effectively marketed and popularised using the right methods, and what emotional factors are most successful in engaging even the most hesitant individuals, including those wary of traditional culture. The article explores how an appealing cultural phenomenon, a ‘Nokia of Estonian cultural heritage’, might be created from local traditions.

The #kirivööpäev initiative was mainly promoted through social media, radio interviews, posters and stickers, and in collaboration with partner organisations. To support #kirivööpäev, webinars, inspiration days and training sessions were organised, which helped to raise awareness of the history, meanings and craftsmanship of the belts. Feedback from participants shows that the initiative resonates with people through its simplicity, sense of belonging and search for identity. #kirivööpäev has been held successfully from 2023 to date. This success shows that a free, simple initiative open to everyone can help to strengthen community identity and shape enduring cultural practices.