It was introduced in 1998 by the World Kindness Movement It is observed in many countries, including Canada, Japan, Australia, Nigeria and United Arab Emirates. In 2009, Singapore observed the day for the first time. Italy and India also observed the day. In the UK it is fronted by Louise Burfitt-Dons and David Jamilly. According to modern psychology, altruistic acts increases our own happiness in a profound way.According to Gulf News, "it is a day that encourages individuals to overlook boundaries, race and religion"
In 2009, 45,000 flowers were given away in Singapore.
