The West players have a new Valentine's Day event to participate in. From February 13th to March 2nd, players collect hearts in an effort to earn enough to unlock ever-increasingly expensive rewards that can lead to item sets and more.
As appropriate for a day of love event, players will also be rewarded for cooperative behavior. Hearts can be sent to other players via a friends bar, which will be part of a special quest line. Furthermore, all hearts collected on one world will be accumulated. The more successful the community is here, the more valuable the rewards given to them will be. Those community rewards can be items given to every single player on that world, and include things like a new questline.
Read more on The West's site.