What can leaders and entrepreneurs learn from this holiday?

Every April 23rd, the streets of Barcelona bloom with books, roses and a contagious sense of celebration. But beyond romance and tradition, there’s something else going on—something many overlook:

Sant Jordi can also be a day full of inspiration for entrepreneurs, creatives and globally minded professionals.

At BEBS, we invite you to see this beloved Catalan festival from a different angle—through the lens of innovation, cultural exchange, and authentic networking.

Reinventing Tradition: When the Old Sparks the New

The story of Sant Jordi—a brave knight, a dragon, and a magical rose—has been retold for generations. But each year, it finds new life: in graphic novels, street performances, creative merchandise, marketing campaigns, and even NFT collections inspired by the legend.

One great example: “Sant Jordi in pajamas”, a virtual book fair born during the pandemic that took over Instagram and helped self-published authors and indie publishers stay connected with readers.

Sometimes, innovation doesn’t mean starting from scratch—it means reimagining the familiar with fresh eyes.

A Festival of Cultures: When Creativity Becomes Global

Sant Jordi is deeply rooted in Catalan tradition, but its spirit is truly global. Every year, publishers release books in multiple languages, international authors sign copies for fans, and cultural institutions organize activities in Japanese, Arabic, Portuguese and more.

Some community-driven events even blend literature with food, music and crafts, celebrating Barcelona’s vibrant multicultural identity.

Creative ideas thrive when diverse voices share the same stage.

Authentic Networking: Where Connections Just Happen

Forget formal events with name tags—on Sant Jordi, connections happen organically. Writers and readers chat while waiting in line for signings. Illustrators meet authors they might collaborate with. Book lovers discover startups showcasing creative tools or digital storytelling apps.

A real case: “Books that Heal”, a social project connecting therapists, indie bookstores and publishers to recommend therapeutic reading lists, began with a simple street conversation on Sant Jordi.

When people gather around ideas they love, genuine networking happens naturally.

A City in Creative Mode: Discovering Barcelona Through a New Lens

Sant Jordi is also the perfect opportunity to explore the city in its most creative and vibrant form. From alternative book fairs in El Raval to literary cafés in Gràcia, Barcelona becomes a living map of innovation and culture.

Places like Fabra i Coats or Palo Alto Market often host special Sant Jordi events that combine literature, design, tech, and entrepreneurship in one space.

To walk the city during Sant Jordi is to explore the creative soul of Barcelona—one that draws students, entrepreneurs and dreamers from all over the world.

What If You Could Experience the Next Sant Jordi From the Inside?

At BEBS, we believe that becoming a leader doesn’t only happen in the classroom. It also happens on the streets, in creative environments, and in moments of spontaneous connection.

What if your next step in business or leadership brought you to a city that celebrates culture, creativity and diversity all in one day?

If you are thinking of studying in Barcelona and are looking for a business school with a modern, international, and entrepreneurial outlook…

👉 Explore our International MBA’s and Postgraduate Programs in Barcelona and Online