Qixi Festival, or Chinese Valentine's Day, is evolving beyond its original focus on love, as many young people are increasingly embracing self-expression and personal fulfillment, shifting the emphasis from romantic gifts to individual treats.
This year's Qixi Festival falls on Saturday.
At Chinese capital city Beijing's vibrant shopping zones, many people are redefining the celebration of Qixi.
"I specifically came to buy a cup of Qixi-themed coffee during my lunch break at work. Drinking this coffee is a small ritual for my hardworking day," said a resident in Beijing.
Instead of waiting for a gift from Mr. Right, many people picked gifts for themselves in stores.
"I bought a bottle of perfume. I knew there was a Qixi-themed pop-up perfume store here, so I came to check it out. It's beautiful and great for photos. It feels like the marketing isn't just targeting couples but can perfectly hit every girl," said another Beijing resident.
According to an iResearch report, singles are rapidly emerging as a significant consumer group in China, with their spending increasing by 15.2 percent to 4.9 trillion yuan in 2023.
Service providers including retailers and restaurants are taking this opportunity to launch new products and services.
Many restaurants are offering exclusive singles sets for Valentine's Day, with prices ranging from under 100 to nearly 2,000 yuan.
"We've introduced some dishes with Qixi Festival elements. The singles economy is becoming a major part of consumer spending in first-tier cities. The rate of singles in Beijing is increasing annually. We see great potential in this market, especially given the high number of office workers here who might need our services," said Yang Chunlong, co-founder of Hu Tea House Hotpot.
"We previously did a balloon giveaway on Children's Day and found that many adults liked it too. So we decided to give out balloons at the Qixi Festival. It's a day all about love, and we want everyone to feel a bit of that joy," said Wang Xuefei, manager of a store named Koukoo.
Official estimates suggest that by the end of 2024, the number of single individuals in China could surpass 300 million.
Chinese Valentine's Day sparks consumption
Festive receptions were held by Chinese embassies to celebrate the upcoming Spring Festival, with the promotional video for the 2025 China Media Group (CMG) Spring Festival Gala unveiled to add festive atmosphere to the events.
The Spring Festival centers around the Chinese New Year, which lands on Jan. 29 this year, ushering in the Year of the Snake.
The Chinese Embassy in Tajikistan hosted a Spring Festival reception on Jan. 20 for overseas Chinese in Tajikistan. Nearly 300 people, including representatives of overseas Chinese groups such as the Chinese Chamber of Commerce in Tajikistan, the Federation of Overseas Chinese, teachers and students from the local Confucius Institute, and international students in Tajikistan, gathered to celebrate the coming of the Year of the Snake.
In his speech delivered at the reception, China's Ambassador to Tajikistan Ji Shumin said that China's high-quality development and high-level opening-up have injected certainty and stability into a turbulent and changing world. China-Tajikistan cooperation in various fields has been promoted across the board, and the development of bilateral relations has reached a new level. Looking forward to 2025, China-Tajikistan relations will shine with new vitality and bring more benefits to the people of both countries, said the ambassador.
The promotional video for the 2025 CMG Spring Festival Gala was played in a loop at the reception. By watching the video, guests felt the festive atmosphere of the Spring Festival and the unique charm of Chinese traditional culture.
At the reception, overseas Chinese in Tajikistan performed a variety of cultural programs created by themselves. The joyous lion dance, the melodious guzheng performance, and the passionate Tajik eagle dance added a great deal to the festive atmosphere.
The Chinese Embassy in the Philippines, the Federation of Philippine-Chinese Chambers of Commerce and Industry, the Federation of Philippine-Chinese Associations, and the Philippine-Chinese Chamber of Commerce jointly held a Spring Festival reception on Jan. 19. More than 1,000 people from the Philippine government, Congress, overseas Chinese, people from all walks of life, and foreign diplomatic envoys to the Philippines gathered to celebrate the festival.
Huang Xilian, Chinese Ambassador to the Philippines, extended New Year greetings to people from all walks of life in China and the Philippines, saying that the Spring Festival is a common festival for the people of many countries, including China and the Philippines, and has been listed as an intangible cultural heritage of humanity by UNESCO. He said that this year marks the 50th anniversary of the establishment of diplomatic relations between China and the Philippines, and he hopes that both countries will cherish and maintain the bilateral relations for greater benefits to the people of the two countries.
Philippine Vice President Sara Z. Duterte and Louise Araneta-Marcos, wife of Philippine President Ferdinand Romualdez Marcos Jr., extended new year greetings via video link. Duterte said that the 50th anniversary of the establishment of diplomatic relations between the Philippines and China is of great significance, and she looks forward to the two countries working together to create a harmonious and prosperous future. Marcos said that the Philippines-China relations have been developing continuously for decades, which truly reflects the long-term friendly relations between the people of the two countries.
The promotional video for the 2025 CMG Spring Festival Gala was played at the reception. The festive atmosphere and gorgeous stage design attracted the attention of all the guests present.
Chinese embassies hold receptions to celebrate upcoming Spring Festival