Oh bej! Oh bej!

It is held from 7 December (day of the patron saint of Milan, Ambrose) until the following Sunday.

While celebrations devoted to Ambrose, in Milan, date back to the late 13th century, the actual Oh bej!

fair is said to have been established in 1510, on the occasion of Giannetto Castiglione, delegate of Pope Pius IV, visiting Milan on 7 December.

A cheerful crowd followed Giannetto to the Basilica of Sant'Ambrogio, and thereafter the fair was established to commemorate that day.

is supposedly a reference to the cheerful cries of the Milanese children receiving presents from Giannetto.