Christmas Market in Serbia: The Novi Sad Winterland
Nested in the very heart of Novi Sad, the second largest city in Serbia, and the so-called Serbian Athens, the Novi Sad Winterland is one of the region's biggest and most impressive Christmas markets.
As we’re nearing the end of the year, some of you may already be ready to pack up the Christmas decorations as the winter holidays are almost over. However, New Year’s Eve only marks the beginning of holiday festivities for many people in Serbia and other Balkan countries. Just a small historical debrief: as Orthodox Christians, we adhere to the Julian calendar, meaning we celebrate Christmas on January 7th instead of December 25th.
Does this mean that our December is uneventful, and we spend it enviously scrolling through our friends’ Instagram feeds? Nope, you should give us more credit than that! Of course we spend December participating in all our Catholic buddies’ festivities and enjoying their Christmas feasts. It is very common for Catholics to be our guests, too, as our doors are wide open come January 7th!
Speaking of December festivities we all love, we can’t forget about Christmas markets. In Serbia, just like many other European countries, these markets represent an ideal occasion for people to gather and feel the magical, uniting holiday spirit. It is also an excellent location for people to present their produce - especially foods and beverages - since we all know how serious people are about their Christmas calorie surplus. I am certainly one of the Christmas market appreciators who takes her role in these yummy events very seriously, so you’re in for one thorough Novi Sad Winterland recap!
Welcoming The Holiday Season: The Novi Sad Winterland
Nested in the very heart of Novi Sad, the second largest city in Serbia, and the so-called Serbian Athens, the Novi Sad Winterland is one of the region's biggest and most impressive Christmas markets. The Winterland remains one of the leading, most visited events of the year, hosting numerous concerts, shows, and performances. While the weekends were reserved for popular local bands, visitors could enjoy the market's local produce and cozy ambiance for 28 days.
What I found particularly interesting about the Winterland is that it exists on the margin between traditional and modern. The best of both worlds, it encompasses modern elements such as music, decor, and lighting while celebrating the traditional aspect through homemade products. I believe this holiday festival's immense and ever-growing popularity lies precisely in the perfect blend of these two waves. While the holiday season in Serbia remains on profoundly traditional foundations, we’re still more than open to innovations.
The perfect example of the acceptance of the modern is the domination of Coca-Cola’s (KO 0.00%↑) unmatched global holiday campaign. The marketing genius and visual sensation of the brand’s presence once again stole the show. There is just something about their oversized decor, dramatic yet romantic lighting, and the overall feeling of warmth that the Coca-Cola setup always emits. Needless to say, visitors were queuing up in front of their designated area to take photos, create memories, and experience the Coca-Cola Christmas magic first-hand.
Seeing the extravagant Coca-Cola decor in combination with the breathtaking Novi Sad City Hall lighting in the background really hit home. While getting into the early holiday mode when celebrating Christmas in January can be challenging, this setup triggered my child-like excitement. The next day, I was shopping for Christmas decor and decided on the white and red theme. Talk about being easily influenced!
However, local brands celebrating our history, culture, and folklore will always have the most significant impact when it comes to events like these. In Serbia, people deeply appreciate homemade, handmade, custom-made products that genuinely reflect the spirit of their hometown or region. Vrnjacka Banja, a small yet incredibly important town in Serbian culture, tourism, and history, carries a rich legacy, including traditional clothing and footwear.
The shoes presented on this stand are opanci, traditional footwear of Southeastern Europe. This handcrafted, durable footwear is made of leather and can have various shapes, depending on the region of origin. Fur coats, vests, and hats were extremely popular in the Balkans before the drastic climate changes when winters were long, cold, and harsh.
Even today, tradition-oriented people in Serbia will turn to natural, holistic approaches of immunity-boosting as opposed to modern medicine. Our grandparents stock up on organic products, often from their own households, swearing by them during flu and cold season. Whether you’re struggling with respiratory issues, allergies, or a common cold, Serbian grandparents will advise you to take organic honey every morning, use it as a sweetener, or combine it with propolis drops for an even better effect. Various honey-based products, including sweets, candy bars, liqueurs, and snacks, were a real hit at this year’s Winterland.
We’re very serious about our sweet treats and baked goods, especially during the holiday season. While I don’t have much of a sweet tooth, the poppyseed štrudla is something I simply can’t resist. Once again, depending on the region, the recipe will vary, but all you need to know is that this is the softest dough you’ll ever try, filled with a rich, sweet poppyseed filling.
Štrudla doesn’t necessarily have to include a poppyseed filling, as it can also be made with walnuts, cacao, homemade jams, or fruit. The sweet lady behind the counter sells her homemade pastries, following a recipe passed down by generations - which is very common for traditional foods in Serbia.
Krancle could be defined as a Serbian equivalent of gingerbread Christmas cookies. These powder-sugar-coated, flower-shaped cookies with an apricot jam filling are one of my main associations with a traditional Serbian dessert table. This gorgeous stand included many more sweet goodies, such as bakin kolač (which translates to Grandma’s cookie - similar to waffles), štrudle, baklava, and košnice (bee hive-shaped cookies). Of course - all of these are homemade, handcrafted desserts!
Mulled wine could be considered the ultimate, universal beverage of Christmas markets all over Europe, and Novi Sad is no exception. However, something that is a Serbian brand and can only be experienced here is rakija - our traditional alcoholic beverage. Rakija is a fruit-based spirit no holiday or celebration can be imagined without - and it is not for the faint of heart.
The most popular choice during Winterland and in general is šljivovica - the plum rakija and one of the most prominent Serbian brands. What is interesting about the cult of rakija in Serbia is that it is also one of the most common gifts when visiting friends and family for special occasions - especially during the holiday season.
Orthodox Christmas in a Nutshell
In addition to a wide range of delicious homemade food that completes the holiday feast, there are many more traditions that Orthodox Christians preserve and shield against modern times. Many people fast from November 28th to January 7th, when Christmas is celebrated. The fast doesn’t only mean abstinence from alcohol and all foods of animal origin, but it also teaches those who practice it to forgive, make peace with their loved ones, and only nourish positive, loving thoughts.
On Christmas Eve, January 6th, an oak branch called badnjak (the Yule Log) is collected at dawn by the male household members and brought into the home for wealth, prosperity, and luck for the new year. Whether the family has been fasting since November or not, Christmas Eve is when all Orthodox Christians fast whilst preparing the Christmas feast. At night, people gather around massive fires in cities and villages and in front of churches, where the Yule Log is burnt - once again symbolizing wealth and prosperity for everyone.
Christmas Day is spent in private settings, with family and friends, and it features a large feast packed with all kinds of meat, ham, and often - a roasted piglet. The legend says that the actions on Christmas Day will set the course for the new year, so we prioritize laughter, good food, quality wine and rakija, as well as love and gratitude - the pillars of our community.
