“Disgrace”: Outrage in Lausanne over plans to rebrand Bô Noël with English name

The city of Lausanne is facing criticism after proposing to rename one of the most popular Swiss Christmas markets, Bô Noël, to Magic Winter starting in 2027. Social media users disagree with the switch to an English title and argue it erodes Swiss traditions, while the city says the name change is just a proposal.

Backlash in Romandie over Christmas market rebrand

The city of Lausanne, capital of the canton of Vaud, has unveiled the new name of a revamped market that is set to replace Bô Noël from 2027 onwards, announcing in a press release that the future "end-of-year celebrations" will be named "Lausanne Magic Winter".

The name was chosen because it "stands out for its fresh perspective and its potential to raise Lausanne's profile far and wide," the press release continued.

However, the suggestion has not been met with the same enthusiasm among residents and social media users, according to Blick. One user said the name change was "a disgrace" and could be seen as an attempt to "ban all Christian names from our holidays," while others asked why any reference to Christmas was removed and replaced instead with an English title, eroding local Swiss traditions.

The association Défense du français, which aims to preserve the use of national languages, also voiced concerns, asking why the French name Bô Noël (beautiful Christmas) would be replaced with "a worn-out Anglo-Saxon Globish." The city should "consider an appropriate name as soon as possible," the organisation argued.

Lausanne Winter Magic is a working title, says city

Responding to the backlash, Olivier Delapierre, head of tourism and events for the city of Lausanne, explained that the event will remain "heavily focused on Christmas" and Lausanne Winter Magic is just "a working title for the time being," reports Blick.

The name change aims to "make the event accessible outside of French-speaking Switzerland," continued Delapierre, and the city has "taken careful note of these various opinions expressed by the public."