Yes, word of mouth.

But someone of influence is the person that turns it into a holiday.

There are tons of stories that go viral these days. After a certain point.

They will die out and another story will take its place. Someone of influence will listen to stories they can use for their purposes.

Not sure if you remember that guy from Subway Jared. He got in trouble now.

But his story got popular at Indiana University first.

It wasn't until Subway came along to make him into something bigger.

You are correct. Word of the mount can happen from the people. It does all the time.

To turn that into a holiday will come from the leaders of that community. They cannot turn every story into a holiday.

They have to pick and choose.