Hundreds of individuals dressed as Santa Claus, Mrs. Claus, and Christmas elves gathered in Aalborg, Denmark, for the annual World Santa Claus Congress. The event, which took place in mid-July, brought a touch of Christmas spirit to the city as Europe experienced a significant summer heat wave.
Participants, many of whom portray Santa Claus professionally during the holiday season, traveled from various countries, including Norway and Japan, to attend the congress. The gathering serves as a meeting point for those involved in bringing the Santa Claus figure to life in stores, shopping malls, and holiday events worldwide. The tradition began in 1957 at an amusement park near Copenhagen, and has since moved to Aalborg.
The congress featured a schedule of festive activities, including parades through the city streets, gingerbread-eating contests, gift-wrapping competitions, and balloon modeling. Despite the warm summer temperatures, participants donned their traditional red suits and white beards, creating a striking visual contrast with the season.
According to organizer Peter Gislund, who also portrays Santa Claus in Aalborg, the event is met with mixed reactions regarding the timing. While some adults express surprise at the early Christmas celebration, children typically react with excitement, believing Santa Claus has arrived ahead of schedule. The World Santa Claus Congress is set to celebrate its 70th anniversary next year.