Colombian radio station Olímpica Stereo has popularized the phrase 'Desde septiembre se siente que viene diciembre' (Since September you feel December coming) for over three decades, and each September it returns as a tradition that fills Colombian social media with memes and holiday music. ^[1] In Colombia, the Christmas season is culturally celebrated starting in September rather than December, driven by the popular saying 'Desde septiembre se siente que viene diciembre'. ^[2] On September 1, 2026, social media users in Colombia posted memes using scenes from movies, animated series, and recognizable characters to mark the return of the phrase, with some celebrating December's approach and others joking about the calendar's fast pace. ^[3] The Olímpica Stereo jingle was displayed on massive screens in Times Square in New York, marking one of the most prominent cultural exports of the phrase. ^[4] The phrase originated from a jingle created by the Colombian radio station Olímpica Stereo, which has been broadcast annually for over 30 years. ^[5] Olímpica Stereo displayed the phrase on the large screens of Times Square in New York, one of the world's most recognized locations, as a way to bring Colombian culture to Colombians living abroad, who associate December with family, traditions, and memories of home celebrations. ^[6] The phrase has become an informal countdown for Colombians, who view September, October, November, and December as the four months in which the country prepares for year-end celebrations, including discussions of natilla, buñuelos, family gatherings, and parties. ^[7] As the Christmas season begins in September, Colombians share a wave of memes on social media celebrating the arrival of the holiday. ^[8]