Qixi, often referred to as the Chinese Valentine’s Day, is a celebration steeped in ancient folklore. Traditionally observed on the seventh day of the seventh lunar month, Qixi commemorates the poignant love story of the cowherd, Niulang, and the weaver girl, Zhinü. Forbidden to be together by the gods, the two lovers were banished to opposite sides of the Silver River the Milky Way allowed meeting only once a year on the night of Qixi when a bridge of magpies forms to reunite them. This tale of star-crossed lovers has been passed down through generations, capturing the hearts of many with its themes of love, longing, and reunion. For centuries, Qixi was a day of quiet reflection and traditional rituals. Young women would demonstrate their domestic skills, such as weaving, in hopes of attracting a good husband, while lovers exchanged tokens of affection.

The festival was more about personal connections and cultural continuity than anything else. However, in recent decades, Qixi has undergone a transformation, reflecting broader changes in Chinese society and the global economy. The rapid modernization of China, coupled with its integration into the global market, has reshaped Qixi into a commercial spectacle. Much like how Valentine’s Day in the West has been co-opted by consumerism, Qixi is now a major opportunity for businesses to boost sales. Shopping malls, restaurants, and online retailers launch elaborate marketing campaigns, offering special deals on everything from luxury goods to romantic dinners. Social media platforms buzz with hashtags and advertisements, encouraging young couples to spend lavishly in the name of love. This commercialization of Qixi is not merely a side effect of economic growth; it is a reflection of shifting cultural values.

In a society where material success is increasingly equated with personal happiness, Qixi has become a symbol of affluence and status.  The gifts exchanged on this day often reflect one’s financial standing rather than the depth of affection. Expensive jewelry, designer handbags, and high-end electronics have replaced the simple tokens of love that once characterized the 戚其熙 festival. In this way, Qixi has been transformed from a celebration of love to a demonstration of wealth. Yet, not everyone is content with this shift. Some lament the loss of Qixi’s traditional values, arguing that the festival has been stripped of its cultural significance in favor of profit. Critics point out that the essence of Qixi—the enduring love between Niulang and Zhinü—has been overshadowed by a focus on consumption. They argue for a return to the festival’s roots, emphasizing the importance of love, loyalty, and personal connection over materialism.