Surely the most traditional and most popular of all the events in the Sant’Ambrogio week is the Oh Bej! Oh Bej! Christmas market which, for five centuries, has rung in the Milanese festive season with candies, surprises and of all kinds of gifts. Organized in honour of the city's patron, Sant’Ambrogio, it is celebrated on December 7th and lasts an average for four days. It is a must-see for both Milanese and tourists. You can search for the perfect gift or just to enjoy the magical atmosphere of celebration and tradition in the most important weekend leading up to Christmas.
Traditionally organized in the streets around the Basilica of Sant'Ambrogio, in recent years the market has moved to the Castello Sforzesco, almost like an embrace around one of the city landmarks; this gives give more space to traders and to the large number of visitors who flock to the stalls every day.
You can find products of all kinds and for all budgets: the stall holders vary from bric a brac sellers to florists, artisans, tradesmen with prints and books, masters of wrought iron, copper and brass, plus, crafted toys, sweet vendors, local honey producers, roasted chestnuts and “Firunatt” or “Firòn”, the traditional strings of smoked chestnuts that form long ‘necklaces’ … the choice is endless.
Stroll around the stalls with a piping hot drink and enjoy the traditional Christmas treats (don’t forget that it’s now ‘Panettone season’ for all ages!); it’s a winter experience not to be missed and the perfect way to get know and love the city just like the Milanese!
In Milanese dialect "Oh Bej! Oh Bej!" means "Oh beautiful, Oh beautiful" and tradition has it that it was a cry of joy from the children of the city upon seeing the enticing products on display.
Another version indicates the precise historical moment when this cry arose: the shouts of joy from the Milanese children when, in 1510, they saw the gifts brought to the city by Pope Pius IV’s envoy Giannetto Castiglioni. This version indicates the antiquity of the fair, which dates it back to the late thirteenth-century.
Oh Bej! Oh Bej! Christmas market