Guy from Colombia always says he loves me?

This is weird but then again thats the difference between the US and the country Colombia. My question is my friend always says he loves me and I dont think much of it but when he went out of his way and sung me Happy Birthday and had me say something in Spanish (which of course my country cant rememeber)...he was like ohh thats why I love you so much. Does he really mean it or is it just their custom to be so polite?