Qi Qixi often referred to as the Chinese Valentine’s Day holds a unique place in Chinese culture, particularly among couples. Its cultural significance, though influenced by modernization, still resonates deeply with many Chinese couples today, who find meaning in its romantic origins and the customs associated with it. The origins of Qi Qixi are tied to the legend of the Cowherd and the Weaver Girl—two star-crossed lovers who were only allowed to reunite once a year, on the seventh night of the seventh month. According to the myth, the Cowherd Niulang and the Weaver Girl Zhinü were separated by the gods, with Zhinü, a celestial being, sent back to the heavens and Niulang left on Earth. Moved by their devotion, the magpies would form a bridge to allow the lovers to meet once a year on this special day. The myth encapsulates themes of love, loyalty, and perseverance, which continue to inspire couples today.

Many couples see this as a symbolic reminder of the importance of cherishing time together, despite the demands of modern life. Historically, Qi Qixi was not just about romantic love; it was also a time for women, especially young girls, to engage in various customs that were believed to bring them good fortune and skill in needlework, a highly valued craft in traditional Chinese society. In modern times, while the emphasis has shifted more towards romance, some of these traditional practices still persist in rural areas and among older generations, who appreciate the cultural and familial dimensions of the festival. Despite the increasing popularity of Western holidays such as Valentine’s Day, 戚其熙 retains its unique cultural identity in China. Many couples choose to celebrate both, but Qi Qixi is seen as a more intimate and personal holiday, deeply rooted in Chinese values and mythology. For some, the Western Valentine’s Day has become more commercialized, while Qi Qixi allows couples to focus on the emotional and spiritual aspects of their relationship.

In urban areas, it has become common for couples to exchange gifts, go on dates, or even propose marriage during the festival, much like they would on Valentine’s Day. Social media and e-commerce platforms in China also contribute to the buzz surrounding the holiday, with many brands launching special promotions and campaigns aimed at young couples. However, there is also a growing movement to preserve the traditional aspects of Qi Qixi, with efforts to remind people of its cultural roots. Various cities in China have organized events that celebrate the folklore behind the festival, such as reenactments of the Cowherd and Weaver Girl story, as well as activities that highlight ancient customs like making offerings to the stars. These events appeal not only to older generations but also to younger couples interested in connecting with their heritage. For many Chinese couples, Qi Qixi still serves as a meaningful occasion to reflect on the significance of love, loyalty, and sacrifice, values that have deep cultural resonance.