diff --git a/apps/api/src/routes/recommendations.ts b/apps/api/src/routes/recommendations.ts
index 5f3c595..768e54e 100644
--- a/apps/api/src/routes/recommendations.ts
+++ b/apps/api/src/routes/recommendations.ts
@@ -25,6 +25,7 @@ import {
 import { DEFAULT_TARGETS, computeDailyTargets, summarizeDay } from "@app/nutrition-engine";
 import { parse } from "../lib/errors.js";
 import { getActiveHouseholdId, todayIso } from "../lib/helpers.js";
+import { loadLocalePreferences } from "../lib/localeContext.js";
 
 /**
  * "Vad ska vi äta?" (spec §18) – appens viktigaste endpoint.
@@ -189,14 +190,18 @@ export async function recommendationRoutes(app: FastifyInstance) {
       targets,
     );
 
-    // --- 5. Säsong & högtid (spec §28) ---
+    // --- 5. Säsong & högtid (spec §28) – marknadsstyrt via användarens region ---
+    const localePrefs = await loadLocalePreferences(app.db, req.userId);
+    const market = localePrefs.regionCode;
     const events = await app.db
       .select()
       .from(schema.seasonEvents)
-      .where(and(eq(schema.seasonEvents.active, true), eq(schema.seasonEvents.market, "SE")));
-    const activeHolidayTags = events
-      .filter((e) => isEventActive({ dateRule: e.dateRule, leadDays: e.leadDays }, today))
-      .map((e) => e.slug);
+      .where(and(eq(schema.seasonEvents.active, true), eq(schema.seasonEvents.market, market)));
+    const activeEvents = events.filter((e) =>
+      isEventActive({ dateRule: e.dateRule, leadDays: e.leadDays }, today),
+    );
+    const activeHolidayTags = activeEvents.map((e) => e.slug); // slugs → matchar recept-holidayTags (scoring)
+    const activeHolidayNames = activeEvents.map((e) => e.nameSv); // visningsnamn med å/ä/ö
 
     // --- 6. Senast lagat (variation) + hushållsbetyg ---
     const cooks = householdId
@@ -468,7 +473,7 @@ export async function recommendationRoutes(app: FastifyInstance) {
       context: {
         persons: ctx.persons,
         season: ctx.currentSeason,
-        activeHolidays: activeHolidayTags,
+        activeHolidays: activeHolidayNames,
         remainingKcal: ctx.remainingKcal,
         remainingProteinG: ctx.remainingProteinG,
         craving: craving ?? null,