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Friendship Day was promoted by the greeting card National Association during the 1920s but met with consumer resistance - given that it was too obviously a commercial gimmick to promote greetings cards.By the 1940s the number of Friendship Day cards available in the US had dwindled and the holiday largely died out there.

The idea of a World Friendship Day was first proposed on 20 July 1958 by Dr.Ramon Artemio Bracho during a dinner with friends in Puerto Pinasco, a town on the River Paraguay about 200 miles north of Asuncion, Paraguay.Out of this humble meeting of friends, the World Friendship Crusade was born.Friendship bands are very popular in India, Nepal, Bangladesh and parts of South America.The commercialization of the Friendship Day celebrations has led to some dismissing it as a "marketing gimmick".

But nowadays it is celebrated on the first Sunday of August rather than 30 July.However, on 27 July 2011 the 65th Session of the United Nations General Assembly declared 30 July as "International Day of Friendship". The day has been celebrated in several southern South American countries for many years, particularly in Paraguay, where the first World Friendship Day - International Friendship Day was proposed in 1958.Initially created by the greeting card industry, evidence from social networking sites shows a revival of interest in the holiday that may have grown with the spread of the Internet, particularly in India, Bangladesh, and Malaysia.Digital communication modes such as the Internet and mobile phones may be helping to popularize the custom, since greeting friends en masse is now easier than before. The exchange of Friendship Day gifts like flowers, cards and wrist bands is a popular tradition of this occasion.Those who promote the holiday in South Asia attribute the tradition of dedicating a day in honor of friends to have originated in the U. Friendship Day was originated by Joyce Hall, the founder of Hallmark cards in 1930, intended to be 2 August and a day when people celebrated their friendships by holiday celebrations.