Aalborg, Denmark's fourth-largest city, hosted an unusual gathering of hundreds of Santa Clauses, Mrs. Clauses, and Christmas elves from across the globe for the World Santa Claus Congress. The event took place amid sweltering European summer temperatures, juxtaposing the typically winter holiday aesthetic with scorching July weather.

Professional participants engaged in traditional festive activities including processions through downtown streets, photograph sessions with visitors, and competitive games. This established international tradition, maintained over decades, transformed the urban landscape into a sea of red costumes and holiday decorations, offering crowds an early seasonal celebration.