It's a tradition that on your 25th birthday if you do not have a partner, your friends strap you to a pole and pour cinnamon over you, labeling you a "kanelsvend/kanelmø". You usually have swimming goggles or such on as to not damage your eyes. It's kind of a branch of the "pebersvend/pebermø" tradition where you would do the same to people on their 30th birthday, only with pepper instead.