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Gifting and social marketing signals reflect this shift. According to a report by Luxury Society with DLG and Re-Hub, brand-generated content related to the holidays saw a decline in interactions compared to previous years, while user-generated content (UGC) continued to grow, showing that consumers are still talking about brands despite not necessarily responding to their official campaigns. This divergence highlights a key challenge: love-themed festivals are no longer guaranteed to deliver strong returns simply through traditional brand-driven marketing, as consumers increasingly dictate the conversation themselves. Flower sales are still rising, however. In 2025, Valentine’s Day flower orders on delivery app Meituan increased 120% year-on-year, according to South China Morning Post. Notably, sales of flower and gift bundles rose by over 200%, while creative bouquets saw growth of more than 270%. Yet, behind the impressive numbers lies a sense of fatigue: to many, the routine feels formulaic and the gesture tired. On local social media, a narrative persists that money is more emotionally impactful than a bouquet.Matilda Andres Munoz Fast And Furriest Mariners Shirt
“520 and Qixi used to be mass-participation rituals around romantic love, but they’ve become more transactional: discounts, limited drops, live-stream bundles,” Bonhomme says. “You can still sell, but you can’t sell naïveté.” In this moment of cooling romance, some brands are still capable of speaking love. For its 2025 Qixi campaign, Tiffany & Co. launched a podcast series titled I, the Subject of Love across five Chinese podcast platforms. Instead of focusing solely on romantic partnership, the series explores growth, self-awareness and selfcare. Similarly, the brand’s short film I Am the Subject of Love features ambassadors sharing reflections on their sense of individuality and inner strength.
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